Content marketing extends far beyond the process of simply creating and distributing content. It’s a cumulative endeavor that requires the created or curated content to be relevant and valuable "so as to attract, acquire, and engage a clearly defined and understood target audience with a view to driving profitable customer action" (reference Content Marketing Institute). Sadly, many professional services are contributing to the content clutter without strategic intent, and without long-term intention. Here are ten areas where I see professional services firms failing.

2. They haven’t clearly defined their
target audience, despite there
being a multitude of buyers and
influencers involved in most B2B
purchases.

3. They don’t know if their content
marketing is effective because they
don’t measure individual campaigns,
let alone analyse long-term trend
data.

4. They don’t know if their
content is valuable because
they neglect to include a call
to action.

5. They lose interest when the return on
investment doesn’t come quickly.

6. They make the content all about them,
rather than focusing on the information
their target audiences are seeking.

7. Their content is inconsistent and lacks
structure because they don’t have a
content marketing strategy or
calendar.

8. Conversely, they’re hamstrung by
their content calendar and don't seize
opportunities when they're presented.

9. Their content isn’t valid,
timely or fresh.

10. Their content isn't repurposed for
different channels or platforms.

11. They overlook including
actionable takeaways in their
content.

12. Jacqueline Burns
Managing Director
Market Expertise
+61 414 287 206
info@marketexpertise.com.au
www.marketexpertise.com.au