These ten problems are the usual culprits:
You never defined what would be successful in the first place.
A successful content marketing should measure what you are doing, it is almost impossible to improve your results.
- You did not create content for each stage of the buyer’s journey.
Effective content marketing machines do not create all their content for a single buyer type or sales channel. Obviously, they will create and publish some content for people who are in the middle of their buying process, some for people who are close to the final purchase decision and others for existing customers. This type of planning puts an end to “random acts of content”.
The following chart shows how the different content formats are more or less suited to the different stages of the buyer’s journey.
You have not given enough time to content marketing to get results
Content marketing takes six months or twelve months to start generating results. If you are used to paying per click, where sales often appear one hour after a campaign is activated, six months are long waiting times. It’s a lot of content to write and promote. Content marketing is not a marketing strategy for the impatient.
You have not even tried to incorporate SEO
Web visitor traffic is one of the best opportunities you should have from search engine optimization if you are a start-up business.
You are not doing any generation of prospects or creating lists with your content.
Content marketing works better, minus the sales launches you have, but making a small strategic generation of potential customers does not make you feel satisfied.
Social networks are not a reliable way to promote and distribute your content, but people keep opening and reading emails. Email is still a great tool for distributing content. If you’re not filling out your mailing list as part of your content marketing efforts, you’re missing out on most of your results. And if you’re not trying to generate leads from at least a portion of your content, you’ll miss even more results.
The workflow for creating content is a disaster.
What is the difference between content marketing that succeeds and those that do not? Well, one of the biggest differences is how they evaluate the workflow of content creation.Optimizing the workflow for creating content is actually one of the best things you could do to ensure success.
You do not have the buy-in and active C-Suite support.
This is related to sufficient time for content marketing to generate results, but it is also a standard risk for any long-term project in the business world.
You do not have a documented content strategy.
Develop a content strategy and write it down. Improve later and improve as you go. Otherwise, you’re like an explorer without a map.
Do not publish often enough.
There is much talk of “quality versus quantity” in content marketing. And even if you cannot post pap and expect to compete, you must also publish regularly and predictably.
If you can offer that caliber of work, of course try publishing once a month. And the best results go to sellers who publish even more.
You are publishing mediocre content.
A great content has the following characteristics: its audience adores it, is easy to understand, serves the needs of its audience, and it’s readable and useful.
Perhaps your content marketing is not failing. Maybe you’re doing well. But come back and read this article again. In which areas are you weak? These gaps could be the best area to focus on to move forward.