Nobody wants to fail. And yet, it happens all the time. Especially in content marketing.
Content marketing can work, of course. It does work. But if you’re among those marketers who aren’t getting the results they need, it may be time to look at what went wrong.
These ten issues are the usual culprits:
1. You never defined what success would look like in the first place.
It’s really hard to hit a target when you don’t know what the target is.
Duh, right? But as recently as 2016, 34% of B2B content marketers and 31% of B2C content marketers didn’t even know what success would look like.
Even now, in 2018, 47% of B2C and 54% of B2B content marketers say the metrics they track are not well-aligned with their content marketing goals.
This has to change if you want to be successful with content marketing. If you can’t measure what you’re doing, it’s almost impossible to improve your results.
2. You haven’t created content for every phase of the buyer’s journey.
Effective content marketing machines don’t create all their content for just one type of buyer. They don’t create all their content just for the very top of the sales funnel, either.
Sure, they’ll create some content to lure in brand new people. But they’ll also publish some content for people who are in the middle of their buying journey, and some for people who are close to the final buying decision.
If they’re smart, they’ll also create content for existing customers. This helps them retain those customers. It also opens the possibility for making those customers more profitable as they buy more.
This type of planning puts the breaks on “random acts of content”. It forces you to be strategic about the content you create.
The graphic below shows how different content formats are more or less suited to different phases of the buyer’s journey.