I’m, from time to time, asked to troubleshoot why someone’s content marketing strategy has not been the success they’d hoped for. Almost always, explanation for the problem falls within the scope of one in the following reasons. Here, backwards order, are my top five reasons why content marketing campaigns fail:
Number 5. You are not content marketing:
Content marketing is marketing a small business to achieve one or more goals of this business. If the achievement of your respective business goal is not the reason for producing your content, you are blogging. That important distinction may not be understood.
Many content creators do not understand the part content marketing plays in moving your prospects along profits funnel. Different types of content are expected for each stage, that’s for suspects, prospects, and retaining and selling again to existing customers. If you are not producing content that supports each stage within the sales process, you’re not content marketing.
Four. There is not a market for your product or service:
It never ceases to surprise me the number of businesses fail as the founders did not do proper research to create whether there was an industry for their business and or whether their product or service met that need.
You should have a technically excellent product, but it’ll fail if my own mail to buy it. I once worked for a company that have such a product. Every prospect the sales team presented to said such a great idea it was, nevertheless they would not buy it. It had been a solution looking for a problem. Then you have the other side of the coin: There is a market, but your product or service does not meet it. You will find there’s problem, but you do not have the solution.
No matter how good your content marketing is, your campaign will fail in the objective of acquiring new clients if:
There is no industry for your product or service, or
If your products or services does not solve the client’s problem.
# 3. You are publishing in the wrong place:
You should ensure that your content gets to your target audience. You must know:
Who your target audience is. Which includes demographic information including their age, gender, socio-economic group, whether are likely to be married, and if they have a family;
Where they currently head to get information; and
How they prefer to consume data.
Let’s consider a couple of examples:
Example 1: You do have a business that provides support for WordPress websites globally. Your market is likely to be business owners that have, or intend to have an online prescence on the WordPress platform. They may be likely to be in the population 24 to 54 years, likely to be married and in all likelihood have a family. They’re entrepreneurs, not software engineers.
You will discover them on Linked In, and so they probably also have a business and personal Face Book presence. They are also very likely to use traveling with a laptop devices, which is their device of choice for consuming data.
You’ll need to be publishing your content within the places these people go to for answers to their WordPress problems, such as You Tube, podcasts (think iTunes, Sticher, Podcast Republic, and Zune to mention but a few) – you can either have your own personal show or make guest appearances on other shows, SlideShare, writing articles (think long SlideShare documents, not simply article directories), blogs, and forums for WordPress users.
Example 2: You produce an on-line tuition course in mathematics. Your target market is likely to be school age children and their parents. They will have your own Face Book presence and will probably also use one or more of another popular social networking sites for example WhatsApp and Line. They are likely to have a Gmail account plus use You Tube.
The nature of your service lends itself to visual media, which is how this group prefers to consume data. Your target audience will be using sites for example Udemy and You Tube to locate content.
The preferences of the target audience will determine where you need to publish your articles, and predicate the medium you use to deliver your content. If the target audience prefers to consume visual content, text based content won’t appeal to them and they will be much less likely to visit text based content sites.
If the target audience prefers to consume data at a time and in a place to suit them, in other words, they wish to consume content at the moment, consider audio podcasting. However, you just do so if your content lends itself to the spoken word.
When you publish your content by yourself website?
The answer is dependent upon how long you have been operational, and what reputation you already enjoy. The Pareto principle or the 80:20 rule will apply in any event. If your business is a start-up or possibly a young business, 80% of the content should published off your website. As your business becomes established plus your reputation has grown, that ratio can be reversed.
Not only do you must publish your content inside the places your audiences travels to for information, you should ensure that it comes to their attention. Which means systematically promoting your posts on social networking sites such as Face Book, Google+, Linked In so you Tube, as well as on Twitter, Reddit, StumbleUpon as well as other similar sites. Consider issuing an argument and linking to the piece of content in blog posts and comments, and on forums. If you have an e-mail list, tell your list in regards to the content you have created and get them to share it online websites.
You should expect to spend no less than as much time promoting your articles as you did in creating it. Its not all marketers do this, which explains why many content marketing campaigns fail.
2. Your campaign is way too short:
Although there are individuals who claim great success coming from a short campaign, these fortunate not many are the exception. For many people, content marketing is a medium to long-term exercise that performs different roles for that various stages in our sales funnel. Put yet another way, you need to create content that is suitable for and supports each stage in the buying process.
Let us say, for instance, that you have a business selling video cameras and accessories. You will need to create content that explains the differing types of camera that are available, their prices, the purposes of which they are the most appropriate, and the amount of knowledge and or experience the user will have to operate the device. This type of content is aimed at anybody browsing your online store looking to see what is available.
Next, it is possible to segment your content to cover the different sections of your target market, such as those searching for a camera to take videos with the family and holidays, hobbyists, as well as the high end amateur and professional users. Content that compares the features, benefits, and disbenefits, the advantages and disadvantages if you like, of each product out there segment will help the potential customer make a narrow your search of suitable products. Anybody browsing your site is now a prospect.
Another set of content will give attention to a specific product along with the benefits of purchasing it within you. This type of content can help convert the prospect into a customer.
The final pair of content will help your customer get the best out of their purchase and may upsell product add-ons and accessories.
Discover creating content for each and every stage of the buying process and after sales support, your articles marketing campaign is not likely to get as successful as you had hoped.
Number 1. Poor quality content:
Sub-standard content is the main reason why many content marketing campaigns fail. The term “poor quality” covers a multitude of sins.
Earlier in the following paragraphs I said that your articles must be created with the intention of achieving a business goal. That maybe true, but not only should your content marketing accomplish that, it must solve a challenge your target audience has. At least it should give them something people and value. Unfortunately, significant amounts of content that is created is nothing more than a thinly veiled sales page.
It should go without having to say that your content ought to be grammatically correct and free of spelling errors. It ought to also be well written and follow a logical sequence. If you are writing a write-up, your objective is always to retain the reader’s interest good enough for them to get to your bio box. It is there that you can give the reader a very good reason to click on the backlink to your website from where you will carry out the selling.
Similarly with video. You want to keep the viewer’s attention until they understand the call to action, which is usually to select a link in the description.
Bad quality is a description that can also be applied to content which is too short or too general being of any help to the individual consuming it. Your site content should be long enough to impart everything you need to give in sufficient detail, but short enough to be sure you retain their interest.
There is another definition of low quality content that is often overlooked by content marketers, that is, if they are even aware of it. If your content does not engage with your audience, it’s not achieved one of the business goals. Most marketers gauge the achievements their content since many views it’s got received, or the number of likes it has, or even a combination of both. A bit of content may have have already been viewed a great many times, also it might have received a large number of likes, but nobody has engaged from it. They did not comment on it, or share it using own audience, or tweet about it, or list it on Reddit or StumbleUpon.
For the content marketing to hit your objectives, your audience has got to engage with your content.
As marketers, I think we can takeaway these points:
# 1. There needs to be a viable market for your product or service;
# 2. Your content must help you in achieving a business goal;
Number three. Your content must be published from the places where your audience is likely to find it, and you must promote your content;
# 4. Your posts marketing campaign must support every one of the stages in the sales process in addition to providing after sales support, and
# 5. You must create quality content that encourages audience engagement.
Your posts marketing campaign is likely to be successful in the event you apply these five lessons.