What is wrong with how marketers produce, distribute and use content as a tool for lead generation?
While there are countless businesses that have been successful in content marketing, it certainly doesn’t speak for the majority of lead generation marketers that depend on attracting prospects through their leads.
A post at Eloqua reveals what exactly is going on out there, and why you should take a look at your own conten marketing efforts.
Ugly Truth #1: Everyone wants to create content, but no one wants to discuss promotion and distribution
In today’s crowded digital world, assigning no distribution or promotion plan is a foolproof way to make sure your content will not be viewed. The old model of “one and done” is over.
Ugly Truth #2: Many folks in your organization already create content without a strategy
Fun fact: 70% of marketers say they lack a consistent or integrated content strategy, despite the fact that 82% of content marketers see positive ROI for their inbound marketing.
Ugly Truth #3: Many folks create content they want to publish not what the customer needs.
Make sure your customer has a seat at the table by validating the content idea with research.
- Review the number of Google searches it appears in
- Research in trades and national news
- Perform a small number of searches on social media: Linkedin and Twitter
- See what others are writing about on the contra of that idea
What your expert think is “cool” maybe better position for a blog, but not much else that takes more resources and time to write.
Ugly Truth #4: Your content is created in a silo
Most of your content writers are focused on their specific piece and not its greater impact. When you create content for your audience, you no longer think in silos. You try to build content that can be used and written across the company, not just the division.
How can you combat content silos? Create a company-wide editorial calendar. You can start breaking down silos once you realize there is a broader story to tell.
Ugly Truth #5: Your content is probably one and done
This goes back to Ugly Truth #1. Organizations need to accept that in order to compete in a crowded marketplace, you need to put dollars behind your content.
Ugly Truth #6: Interesting content needs to have a call to action. Interesting on its own isn’t enough
Without a call-to-action, content marketing efforts amount to little more than writing exercises. It’s not enough to publish useful information; you want readers to engage with you and take an action that will provide value for your business.
Ugly Truth #7: Few marketers evaluate the performance of the content
If you want more money, you will need to your program is worth the time, resources, and money.
So where to start? First and foremost see how your content is performing on your site and social platforms. Are folks sharing or downloading the content? Has the media picked up the report?
Read the full post at Seven Ugly Truths About Content Marketing