Would you stack bagfuls of cash into a crude pyramid, and then set it on fire? Of course not! That would be stupid, and you’re not stupid, so you’re not going to ignore inefficiencies in your content marketing initiative, are you?
Here are five areas that are especially problematic:
1. You’re producing content, but it’s campaign focused
Campaign thinking is deeply embedded in the minds of most marketers, which is why it’s so hard to escape. Campaigns, which can last anywhere from several weeks to several months, tend to confuse today’s buyers. They love the advice you’re giving them on a timely, valuable topic, but then you suddenly move on to something completely different as you transition to the next campaign.
And… you’ve lost them.
2. Failure to cut through the clutter
Your target audience is swamped with messages which all sound the same. “Blah, blah, blah…” (cue eye roll and tune out). Why should they pay attention to yours? To stick out like a sore thumb, your content must have what Joe Pulizzi, author of Content Inc. and the founder of the Content Marketing Institute, calls a content tilt:
“Your content must be different. It must fill a content hole that is not being filled by someone else… Without tilting your content just enough to truly have a different story to tell, you likely will see your content fade into the rest of the clutter and be forgotten,” he explains.
Too often, brands try to target too broad of an audience with content that is too similar to what their competitors are publishing. Generic, derivative, “me-too” content gets ignored today. What’s the solution? Narrow your focus until you can define a subset of your audience that you CAN serve with a unique, valuable content offering.
3. No plan for nurturing prospects
By now, most companies realize that they need to provide gated access to white papers, webinars and other resources as a way to gather email addresses. But then they confuse these interested people with prospects who are ready to buy. They’re not the same!
What’s missing is a nurturing strategy – a sequence of content, resources and emails, delivered over time – that is designed to move them steadily toward a sale. Don’t just focus on the “top of the funnel” (acquiring prospects’ contact information); have a strategy for the rest of their customer journey, too.
4. It’s all about you, you, you
Some marketers still insist on using their blogs to promote themselves and all of the great advantages of their products and services. That’s not what today’s customers want. They want to be educated. They want content that addresses their needs, challenges and aspirations. Instead of telling YOUR story, demonstrate your understanding of THEIR needs by addressing common pain points and providing relief for them.
5. Not building a base of email subscribers
During the last decade, many companies have focused on building their social media followers, while underinvesting in their email lists. There’s only one problem with this approach: You don’t own those social channels. The rules can be changed at any time – and have been doing so with increasing frequency. Frequently, they want you to pay to reach the followers you have painstakingly gathered. Instead, focus your efforts on the digital properties you DO own: your website and your email list. Continue to use social media, but adjust your tactics to always drive your followers back to your website.
Where can you improve?
Invest some time to identify your shortcomings and make plans to correct them. Remember: Every great success isn’t a “one and done” deal. Usually, it involves numerous setbacks and course corrections. Don’t get discouraged. Improve, assess, then improve again. The cumulative effect of this approach will put you miles ahead of your nearest competitor!