I'm, from time to time, asked to troubleshoot why someone's content marketing campaign hasn't been the success they had hoped for. Typically, the reason for the issue falls within the scope of one of many following reasons. Here, backwards order, are my top five reasons why content marketing campaigns fail:
You're not content marketing:
Content marketing is marketing a small business to accomplish more than one goals of this business. If the achievement of your business goal is not the reason behind producing your content, you are blogging. That important distinction is not at all times understood.
There's not just a market for the product or service:
It never ceases to surprise me how many businesses fail as the founders didn't do proper research to ascertain whether there was a market due to their business and or whether their product or service met that need.
You can have a technically excellent product, but it'll fail if no one wants to get it. I once worked for an organization that had this kind of product. Every prospect the sales force presented to said what a good idea it had been, but they would not buy it. It was an answer buying a problem. Then you definitely have one other side of the coin: There's a market, but your product or service does not meet it. There's a problem, but you may not have the solution.
Irrespective of how good your content marketing is, your campaign will fail in its objective of acquiring new clients if:
There's no market for the product or service, or
If your product does not solve the customer's problem.
#3. You're publishing in the wrong place:
You should ensure that the content reaches your target audience. You need to know:
Who your audience is. That includes demographic information such as their age, gender, socio-economic group, whether they are probably be married, and if they've a family group;
Where they currently go to get information; and
How they prefer to eat data.
Let's consider several examples:
Example 1: You've a small business that delivers support for WordPress websites globally. Your audience is probably be business owners that curently have, or intend to truly have a website on the WordPress platform. They're probably be in the age bracket 24 to 54 years old, probably be married and probably have a family. They're entrepreneurs, not software engineers.
You will locate them on Linked In, and they probably also provide an individual and business Face Book presence. They're also more than likely to use mobile computing devices, that will be their device of choice for consuming data.
You need to be publishing your content in the places these folks head to for answers with their WordPress problems, such as You Tube, podcasts (think iTunes, Sticher, Podcast Republic, and Zune to mention but a few) - you could either have your personal show or make guest appearances on other shows, SlideShare, writing articles (think long SlideShare documents, not only article directories), blogs, and forums for WordPress users.
Example 2: You offer an on-line tuition course in mathematics. Your audience is probably be school age children and their parents. They will have an individual Face Book presence and will likely also use more than one of one other popular social networking sites such as WhatsApp and Line. They are likely to have a Gmail account and also use You Tube.