By now, most companies have established that content marketing can deliver results as part of an overall marketing strategy. But are those results what you expected or need to make your marketing numbers? There are some common reasons why your content marketing program might not be working as well as expected:
- You don’t have a strategy: This is by far the biggest reason that content marketing programs fail. If you have an overall marketing program, your content marketing program should be a part of that. That means establishing content marketing goals to help you meet your company’s business goals, defining your audience including vertical markets, determining how much and what kind of content is possible, defining how you will measure success, and creating a content map that provides all the details you need to succeed.
- You’re not creating the right content for your buyer’s journey: You need to understand where customers are in their buyer’s journey and tailor content that matches that need with the value proposition your company offers. Both the customer type and the content type should meet your business goals. One of the best ways to accomplish this is to create portfolios of content geared toward each of type of audience and continue to fill in those portfolios over time.
- You’re not following a content map: Organizations often take a “one size fits all” approach with audience, i.e., thinking that one piece of content is appropriate for all of your audiences and trying to shoehorn in content for