Why is your content not working? There could be a good reason why your not seeing the results you might expect from your content marketing. Here are a few of the most common causes…
According to Content Marketing Institute (CMI)/MarketingProfs research from this year, fewer than one in three organisations have subscription growth as a content marketing goal. Without subscribers you don’t have a loyal audience to build a relationship with.
The CMI Benchmarks report 2015 found that, of the companies that have a documented strategy, 60% consider their organisation to be effective. In contrast, only 32% of those who have a verbal strategy say they are effective.
What are you offering your target audience with your content? Are you answering a need or helping them on their customer journey in any way? Co-owner of US firm River Pools and Spas Marcus Sheridan has now gone down in content marketing folklore after he decided to revolutionise his marketing and write a blog that answered all the FAQs he could think of about fibreglass swimming pools. The first, ‘How much does it cost?’ led him to become number one in Google rankings for fibreglass-pool-cost-related phrases and because he had analytics he’s been able to track a minimum of $1.7 million in sales to that one post.
It’s not enough to just create it, you’ve got to get it in front of the right eyes. And that sometimes means paid promotion.
If you have not set any KPIs you can measure against, how do you even know if your content is working or not?
Be objective – is your content actually any good? Would you choose to view it?
Much has been made recently of how brilliant video is and how all marketers should be using it but is it right for your audience? According to the CMI, 73% of UK marketers are using video but only 57% are finding it effective. To which we’d say: