Why Your Content Marketing Isn't Working... Yet

1. WHY YOUR CONTENT
MARKETING ISN’T
WORKING …YET
…and what leaders are doing right
January, 2014

2. 2
DESPITE WIDESPREAD DISCUSSION AND
ADOPTION OF CONTENT MARKETING…

3. 3
THERE’S A CLEAR EXECUTION GAP BETWEEN
THOSE GAINING ROI FROM CONTENT
MARKETING, AND THOSE WHO ARE NOT.

4. 4
WHAT ARE THE LEADERS DOING RIGHT?

5. 5
USE CONTENT IN NURTURE-BASED
MARKETING CAMPAIGNS THAT MOVE
BUYERS CLOSER TO PURCHASE
COMPANIES WITH
SUCCESSFUL MARKETING
STRATEGIES:

6. 6
FOCUS ON IMPROVING THE TARGETING
OF THEIR CONTENT MARKETING EFFORTS
(I.E. Content personalization, situational content, etc.)
COMPANIES WITH
SUCCESSFUL MARKETING
STRATEGIES:

7. 7
INCREASE THE QUANTITY OF RELEVANT
CONTENT THEY'RE PUBLISHING ON THEIR
WEBSITE
COMPANIES WITH
SUCCESSFUL MARKETING
STRATEGIES:

8. 8
Whether you’re among the 79% of companies currently
working to improve your content marketing strategy, or
even one of the 21% w/ a robust initiative already in
place, consider the following…

9. MARKETERS KNOW THAT GOOD LEADS
AREN’T BORN THAT WAY, THEY’RE MADE.
9
NURTURE
NOT NATURE

10. CONTENT MARKETING IS A NURTURE
TOOL… CONVERTING INTEREST IN A
TOPIC, INTO A SALES-READY LEAD
10
NURTURE
NOT NATURE

11. LEADERS CREATE CONTENT THAT ALIGNS
TO BOTH A PERSONA, AND A SPECIFIC
STAGE IN THE BUYERS JOURNEY
11
NURTURE
NOT NATURE

12. LEARN ABOUT YOUR BUYER, IDENTIFY
THEIR STAGE IN THE BUYER’S JOURNEY,
THEN TAILOR YOUR CONTENT.
12
NURTURE
NOT NATURE

13. A LARGE PERCENTAGE OF CONTENT
INTERACTIONS OCCUR VIA THE
CORPORATE WEBSITE…
13
THINK
SYSTEMATICALLY

14. …UNFORTUNATELY, MANY WEB CMS
IMPLEMENTATIONS WEREN’T BUILT WITH
CONTENT MARKETING IN MIND.
14
THINK
SYSTEMATICALLY

15. LEADERS ARE MORE LIKELY TO LINK THE CMS
WITH THEIR MARKETING SYSTEM TO BETTER
TRACK CONTENT PERFORMANCE, AND EVEN
DRIVE PERSONALIZATION.
15
THINK
SYSTEMATICALLY

16. THINK SYSTEMATICALLY ABOUT HOW
INTEGRATION ACROSS YOUR CMS & YOUR
MARKETING PLATFORM CAN OPTIMIZE
THE CONTENT EXPERIENCE.
16
THINK
SYSTEMATICALLY

17. LASTLY, HOW DO WE MEASURE THIS
CRAZY THING CALLED CONTENT
MARKETING?
17
MEASURE
WHAT MATTERS

18. SIMPLIFY. THINK OF INDIVIDUAL
CONTENT ASSETS LIKE MARKETING
OFFERS…
18
MEASURE
WHAT MATTERS

19. … AND MEASURE THE INCREMENTAL LIFT
GENERATED BY THAT SPECIFIC CONTENT
TYPE (or specific piece of content)
19
MEASURE
WHAT MATTERS

20. WANT MORE INFO?
TO READ THE RESEARCH
BEHIND THIS SLIDESHARE:
HTTP://RESPONSE.ABERDEEN.COM/CONQUER_SALES
Tell me what you think!
angela.odowd@hartehanks.com
January, 2014