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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.

Published in: Marketing, Business, Technology

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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