The Inbound Growth Blog

The Inbound Growth Blog covers all topics relating to an integrated marketing strategy. We write about inbound marketing, social media, integrated marketing strategies and the sales process.

How To Keep Your Content Marketing From Failing

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Posted by John Beveridge on May 28, 2014 6:00:00 PM

How_To_Keep_Your_Content_Marketing_From_FailingYes, content marketing can fail. In fact, your business may already have some experience with ineffective or failed content marketing. So why did your content marketing now work out? Consider this: having a great grocery list won’t make you a great chef. The same goes for content marketing – you may have all the right ingredients, but if you fail to execute the program effectively, then your content marketing will continue to fall flat.

Why does content marketing fail?

Content marketing fails when businesses are not clear about their goal or lack the necessary resources for consistent content marketing. Less than half of all companies rate their content marketing as effective. This is because companies are trying to do all their content marketing in-house and lack the strategic resources and expertise to effectively manage and execute their programs. Relationship building is the core of content marketing – especially if you want your content to be shared. Your business must understand the marketplace in order to create content that builds relationships, earns trust with your consumers and, consequently, is more likely to be re-shared.

Content marketing is 50% creation and 50% promotion

And while giving away your knowledge really does generate new sales leads, you must do more than simply “give away” a single blog post. Contrary to what some professional service businesses might like to think, a prospect won’t read a single blog post and magically be converted into a customer. Content marketing builds relationships over a series of blog posts, white papers, social media shares, podcasts, ebooks and more. Content marketing first develops attention, then it builds interest, and then – finally – action.

If your business already has a blog, you may be thinking, “Hey, we’re already doing content marketing. What more do we need to do?” A lot more, actually. Today, a blog is just the proverbial ticket to the ball game. Sixty-five percent of B2B companies have blogs, according to CMI. In order to truly lead your industry, you need to take your stories and adapt this content to meet your target audience on multiple platforms.

Your content is an extension of your brand

Every great content marketing campaign is grounded in brand identity. People don’t want advertising slogans – they want engaging content with valuable information. And when that material is deeply grounded in your brand values it’s a powerful combination. Content marketing spreads this valuable, brand-driven content via social networks, generating powerful word-of-mouth exposure. This approach accomplishes exactly what “traditional” online advertising cannot do – it gets people to know, like and trust your brand. Most importantly, it brings prospective customers to your website and into your sales funnel.

Download our comprehensive 80-page eBook, An Introduction To Business Blogging

4 tips to keep your content marketing from failing

Here are 4 tips to keep your content marketing from failing.

1. Identify your niche

Where can you establish yourself as a leading expert? Remember, being a thought leader requires the right mix of content creation and curation. For example, if you are a healthcare marketing agency, you’ll need to do more than simply publish general marketing news. You’ll be far more successful when you target your specific niche – healthcare marketing – and focus on creating content and curating content dedicated to this information. 

2. Identify your audience

Fundamentally, content marketing is about building relationships. Know your audience and their needs. Remember, content is not just for acquiring new customers; it’s also for retaining your existing ones. You will still want to upsell current clients. Finally, keep in mind that no one wants to read an open-ended manifesto in which you share some profound (or not-so-profound thoughts, as the case may be). Content needs a clear takeaway that connects with your audiences needs.

3. Identify your goals

Your content marketing program may have multiple goals: driving web traffic, boosting conversion rates, generating new leads, improving customer retention, and upselling current customers on your services. Clearly identifying these goals in advance is essential before you begin outlining your content marketing calendar.

4. Identify key metrics

From conversion rates to lead generation rates, establish in advance the top three to four metrics that you wish to measure. Take an initial measurement for these metrics to establish a clear baseline for future comparison and evaluation of your success in accomplishing your content marketing program’s goals.

Summary

Like any effective marketing strategy, content marketing requires clear goals and benchmarks for success. Content marketing is also a long-term investment. While your professional services business may not see immediate measurable returns, building your brand and improving customer relationships will pay off ten-fold in the long run.

Download the Professional Services Content Marketing Guide

Topics: Professional Services, Content Marketing

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