Why Content Marketing Fails
January 23, 2019 • 1 minute read
We’ve had many conversations about content marketing over the last few years. Brands know they need to engage customers and prospects, but they often jump into the tactics without understanding how to think strategically about it. Because of the tremendous amount of effort it takes to create strong, engaging content, all of the energy goes into activities like calendars, software platforms and the actual creation of the content. The problem with that approach is this:
You are building audiences that convert from prospects to customers and from customers to loyal advocates. Everything you think about in the realm of content from strategy goals to execution to measurement must be seen through the lens of the audiences you are developing.
Here are the most common mistakes made when brands start a content strategy.
It may feel like shifting our focus to audiences makes content marketing even more daunting, but it should streamline and simplify it. Once you have identified the audiences to build, and the goals and KPIs for each one, an organizational structure and focus will follow.
This strategy also brings other sales and marketing efforts in line with content development. Paid media, public relations, sales materials and the sales process now share the common goal of developing the audiences that grow your business.
If you want to learn more about a proven audience-building process, contact Paulsen President Sara Steever at email@example.com.