Why content marketing fails

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When is the right time to start thinking about content marketing? Yesterday! 93% of B2B marketers use content marketing and 58% of them have plans to increase their budgets this year, according to a study by contentmarketinginstitute.com 93%. But how to do it right? And what expectations are realistic when it comes to content marketing? Which are the weak points in your strategy and what are you missing? This presentation is for:
People who can’t decide if they need content marketing.
People who are just starting or who are in the process of creating a content marketing strategy.
People who are already implementing a strategy but are not sure where it is going.
Anyone interested in digital marketing.
What you will learn:
Which are the biggest misconceptions about content marketing.
Where does content marketing stand in the mix.
Small and not so small mistakes most people do.
Additional factors you are missing that hinder your strategy.

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  • So what is content marketing?: It looks like a simple process right? You start with analysis and you base your content strategy on it, you produce awesome content, you blast it on social media, you measure the results and the entire process starts again. So basically it’s what we used to call blogging before with a few tweaks to make your website more likeable for Google. And here are some facts!
  • So it all looks easy, right? And the data shows so many people are into in! But then how come so many fail. OK, probably exactly the fact that so many people are doing it is the reason that it fails so often. But are there other reasons?
    So what this presentation aims is to:
    Warn those of you who are just starting what can go wrong.
    Pin point possible problems that you might be overlooking if you are already doing content marketing.
  • The biggest problem comes from the great expectations many have. And these may not actually always be big but just wrong.
  • Since content marketing comes to replace SEO, people believe it should deliver result just as fast. Also since the main goal to CM is to find your customer and bring them to your website, they somehow expect all those people to convert right away. And since it is so hot, it should be all you need to get clients.
  • Do you even do social media? Since content marketing came to replace SEO, which was not necessary about social media according to many people it is still hard do understand how important the role of social media is.

    I was also looking for a meme picture that ironically says: Oh, you are not doing social media, do tell me more!
    I did not find one so this says a lot - everybody is doing social media, the question is how!
  • Lets ask ourselves some questions again:
    Do you have a SM strategy? - are you shooting in the dark? do you know where your buyers persona hangs out? do you know how to reach them?
    What is your primarily goal? - are you doing social media only for branding; do you expect leads and conversions; do you
    Have you chosen the right social media channels? - just because Etsy sells well on Pinterest that is not enough of a reason for you to be there
    Do these fit in you content marketing strategy? - You might have the right channels but are you producing the right content for them
    Have you found your voice? -
    How about paid promotion: Forget organic

    So basically these are the3 I showed you in the begging and the hard part about it is that if even on of it fails it drags down you whole SM.
  • Why content marketing fails

    1. 1. Social Media Project Management Content CONTENT MARKETING
    2. 2. First some facts* 90% of B2C marketers were using content marketing in 2013, compared with 86% in 2012 * data by http://contentmarketinginstitute.com
    3. 3. but only 34% of B2C marketers considered themselves effective at content marketing
    4. 4. however 60% of B2C and 58% of B2B marketers plan to increase their content marketing budget in 2013, compared with the 55% who said so last year* * data by end-2013
    5. 5. So where is the problem?
    6. 6. THE GREAT EXPECTATIONS
    7. 7. Biggest content marketing misconceptions • It’s a sprint • 1 click = 1 new client • It’s all you need to get you there So one does not simply appear in SERP?
    8. 8. It’s a marathon
    9. 9. It’s a journey from awareness to brand recognition to sales
    10. 10. 1. Consumers see your content awareness sales 2. They get to know that you know what you are doing 3. They associate you with your product 4. When they need the product, they think of you Your happy target!
    11. 11. It’s part of the mix CONTENT MARKETING DIGITAL PR ONLINE MARKETING SEOSOCIAL MEDIA MANAGEMENT TRADITIONAL MARKETING
    12. 12. THE GREAT EXPECTATIONS
    13. 13. PROBLEMS WITH STRATEGY
    14. 14. Do you actually have a strategy? What is it based on? Do you know your buyers persona? Are your goals well defined? Do you analyse your results well?
    15. 15. PROBLEMS WITH CONTENT
    16. 16. Many things can go wrong with the content! Not original Too many or not enough keywords Too long or too short Badly written Bad images
    17. 17. What can go wrong with social media?
    18. 18. Do you have a SM strategy? What is your primarily goal? Have you chosen the right social media channels? Do the outlets fit in you content marketing strategy? Have you found your voice? How about paid promotion?
    19. 19. Yes! There are lots of questions about social media!
    20. 20. Everyone can do social media: it’s just posting links here and there!
    21. 21. ENOUGH WITH THE OBVIOUS
    22. 22. How fast does your website load? http://mizzpheonixrightxxxx.piczo.com/ http://mizzpheonixrightxxxx.piczo.com/
    23. 23. Fonts & Colours?
    24. 24. Flash, Pop-ups… and other things that should be banned!
    25. 25. DEVIL IS IN THE DETAIL
    26. 26. Re-purpose Analyse, listen Create Promote Analyse results Promote again Content Marketing
    27. 27. hop-online.com @hop_online FB.com/HopOnlineLtd

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