13 Scary Reasons Your Content Marketing Will Fail
 

13 Scary Reasons Your Content Marketing Will Fail

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Only 42% of B2B and 34% of B2C content marketers in North America consider themselves to be effective. ...

Only 42% of B2B and 34% of B2C content marketers in North America consider themselves to be effective.
Now, if that was a batting average, we’d be all-stars, but . . .
It’s downright scary that marketers are failing and flailing at their content marketing. Why is that the case? Here are 13 chilling reasons why (and quick tips for how to fix them)!

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    13 Scary Reasons Your Content Marketing Will Fail 13 Scary Reasons Your Content Marketing Will Fail Presentation Transcript

    • Only 42% of B2B and 34% of B2C content marketers in North America consider themselves to be effective. Now, if that was a batting average, we’d be all-stars, but . . . It’s downright scary that marketers are failing and flailing at their content marketing. Why is that the case? Here are 13 chilling reasons why (and quick tips for how to fix them).
    • Reason 1: Your content is all about you The more you talk about your products and services in your content, the less it will travel. Realize that your customers don’t care about your products or services, but they care about themselves. Quick tip:for your core audience Create content that supports your mission statement. This intersection between audience and mission is your sweet spot.
    • Reason 2: Your fear of failing paralyzes What would you try with your content marketing if you gave yourself permission to fail? Quick attip: 10% of your time Set aside least to experiment.
    • Reason 3: You’re setting the bar too low Is your content different than what others in your industry are offering? Are you truly best of breed in your niche? Quick better content, not more content. tip: Focus on
    • Reason 4: You’re not sourcing correctly What is the part of your content marketing process you struggle with the most? Quick tip: should try to bring in This is where you some outside expertise, from a dedicated agency, or outsourcing service, or other external resources.
    • Reason 5: You operate in silos Look at your website and key social channels. Does it look like these are coming from the same company? Is there a consistent story? Do you even know what your other departments are doing? Quicka corporate storyline and share it tip: Develop with the key marketers / communication professionals in your organization. Assign content ambassadors for each silo.
    • Reason 6: You don’t seek out discomfort When was the last time you tried something that made you nervous (in a good way)? Quick tip:explained at Content As Don Schultz Marketing World, great content challenges, entertains, or provides expertise. Chances are your content is missing the mark on at least one of these, if not all three.
    • Reason 7: You don’t have calls to action If someone engaged in your content, would they know what to do next? Quick tip: in calls to action, If you need to build start with those pages, posts, and assets that get the most traffic (even if they are older).
    • Reason 8: You aren't excelling at any given channel Yes, we have many channels…but is there one channel that you own? Is this one channel “Must-See TV”? Quickone channel to serve as the tip: Choose centerpiece of your content marketing strategy.
    • Reason 9: The content role isn’t owned Who in your organization owns your content marketing strategy? Those who have someone who oversees content marketing are more effective. Quick tip: own content in If someone doesn’t your organization, no one is accountable for it. Assign someone as your content champion.
    • Reason 10: Your C-Level doesn’t buy in Is one of your biggest challenges getting support from management? If so, that is where you need to prioritize your efforts. (Organizations without C-level buy-in are three times more likely to fail at content marketing.) Quick tip: marketing plan as a Present your content pilot program (6 months should do it) and set agreed-upon metrics, and you will likely see key decision makers put their guard down.
    • Reason 11: You are not niche enough In what business area is your content the go-to informational resource? Quick tip: that is both meaningful Pick a topic area to your business and that you can dominate, then create content around that subject. Go small to go big.
    • Reason 12: Your team is too slow As much as we hate to say it, speed beats perfection in most cases. Quick tip: Figure out a streamlined process for your storytelling. Also consider what you are doing that is not in support of your key goals. Is there anything you can stop doing?
    • Reason 13: You execute inconsistently What promise can you make to your customers (daily? weekly? monthly?)? You need to have a schedule and stick to it. Quick unsure how often you may be tip: If you are able to deliver, commit to a schedule you can handle, and then increase frequency from there.
    • Don’t be afraid any longer! Sign up for daily insights from the Content Marketing Institute so that you can conquer the content marketing landscape.