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31 Dec 2015
Maria Johnsen
I am, from time to time, asked to troubleshoot why someone's content marketing strategy has not been the success they'd hoped for. Almost always, explanation for the problem falls from the scope of one from the following reasons. Here, in reverse order, are my hourly caregivers reasons why content marketing campaigns fail:

Maria Johnsen
Number 5. You are not content marketing:

Content marketing is marketing an enterprise to achieve one or more goals of these business. If the achievement of one's business goal is not reason for producing your content, you are blogging. That important distinction may not be understood.

Many content creators don't realize the part content marketing plays in moving your prospects along your sales funnel. Different types of content are expected for each stage, which is for suspects, prospects, and retaining and selling again to existing customers. If you are not producing content that supports each stage within the sales process, you are not content marketing.

Number four. There is not a market for your product or service:

It never ceases to surprise me what number of businesses fail since the founders did not do proper research to establish whether there was an industry for their business as well as whether their service or product met that need.

You should have a technically excellent product, but it will fail if my own mail to buy it. I remember when i worked for a company which in fact had such a product. Every prospect the sales force presented to said that of a great idea it was, nevertheless they would not buy it. It was a solution looking for a problem. Then you've the other side of the coin: There is a market, but your services or products does not meet it. There is a problem, but you do not have the solution.

No matter how good your content marketing is, your campaign will fail in its objective of acquiring new clients if:

 There is no industry for your product or service, or
 If your product does not solve the customer's problem.

# 3. You might be publishing in the wrong place:

You have to ensure that your content gets to your target audience. You need to know:

 Who your target audience is. That features demographic information like their age, gender, socio-economic group, whether are likely to be married, and if they have a family;
 Where they currently go to get information; and
 How they prefer to consume data.

Let's consider a couple of examples:

Example 1: You do have a business that provides support for WordPress websites globally. Your target market is likely to be business owners that currently have, or intend to have an online prescence on the WordPress platform. They may be likely to be in the population 24 to 54 years of age, likely to be married and in all probability have a family. They may be entrepreneurs, not software engineers.

You'll find them on Linked In, and so they probably also have a business and personal Face Book presence. They are also very likely to use traveling with a laptop devices, which is their device of choice for consuming data.

You'll need to be publishing your content within the places these people go to for answers to their WordPress problems, just like you Tube, podcasts (think iTunes, Sticher, Podcast Republic, and Zune to name but a few) - you might either have your personal show or make guest appearances on other shows, SlideShare, article marketing (think long SlideShare documents, not simply article directories), blogs, and forums for WordPress users.

Example 2: You present an on-line tuition course in mathematics. Your target audience is likely to be school age children in addition to their parents. They will have a private Face Book presence and can also use one or more of another popular social networking sites including WhatsApp and Line. They may be likely to have a Gmail account and in addition use You Tube.

The nature of your service lends itself to visual media, that is how this group would rather consume data. Your audience will be using sites for example Udemy and You Tube to find content.

The preferences of your respective target audience will determine where you need to publish your posts, and predicate the medium you have to deliver your content. Should your target audience prefers to consume visual content, text based content won't appeal to them and they will be much less likely to visit text based content sites.

If your target audience prefers to consume data at any given time and in a place that suits them, in other words, they wish to consume content on demand, consider audio podcasting. However, you should only do so if your content leads to the spoken word.

In case you publish your content all on your own website?

The answer is dependent upon how long you have been in operation, and what reputation you already enjoy. The Pareto principle or even the 80:20 rule will apply in any case. If your business is a start-up or is a young business, 80% of one's content should published off your website. As your business becomes established and your reputation has grown, that ratio may be reversed.

Not only do you should publish your content in the places your audiences goes to for information, you should ensure that it comes to their attention. That means systematically promoting your content on social networking sites like Face Book, Google+, Linked In and you also Tube, as well as on Twitter, Reddit, StumbleUpon and also other similar sites. Consider issuing a press release and linking towards the piece of content in websites and comments, and so on forums. If you have a contact list, tell your list about the content you have created and ask them to share it with other people.

You should expect to spend a minimum of as much time promoting your articles as you did in creating it. Its not all marketers do this, which explains why many content marketing campaigns fail.

Two. Your campaign is simply too short:

Although there are those who claim great success from your short campaign, these fortunate not every person is the exception. For many of us, content marketing is a medium to long-term exercise that performs different roles to the various stages in our sales funnel. Put one way, you need to create content that is suitable for and supports each stage in the buying process.

Let us say, for instance, that you have a business selling camcorders and accessories. You simply must create content that explains the different types of camera that are available, their prices, the ways to use which they are the most suitable, and the amount of knowledge and even experience the user should operate the device. This kind of content is aimed at the individual browsing your online store looking to see what is available.

Next, you can segment your content to pay the different sections of your target market, such as those hunting for a camera to take videos of the family and holidays, hobbyists, and also the high end amateur and professional users. Content that blogs about the features, benefits, and disbenefits, the pros and cons if you like, of each product available in the market segment will help the possibility customer make a short list of suitable products. The individual browsing your site is now a prospect.

Another set of content will concentrate on a specific product and the benefits of purchasing it from you. This type of content can help convert the prospect in a customer.

The final pair of content will help your customer acquire the best out of their purchase and will upsell product add-ons and accessories.

If you're not creating content for each and every stage of the process and after sales support, your site content marketing campaign is not likely to be as successful as you had hoped.

Number 1. Poor quality content:

Poor quality content is the main reason why many content marketing campaigns fail. The phrase "poor quality" covers a multitude of sins.

Earlier in this article I said that your articles must be created with the objective of achieving a business goal. That is true, but not only should your content marketing accomplish that, it must solve a difficulty your target audience has. At the very least it should give them something of use and value. Unfortunately, quite a lot of content that is created is nothing more than a thinly veiled sales pitch.

It should go without saying that your content ought to be grammatically correct and totally free of spelling errors. It should also be well written and adhere to a logical sequence. If you are writing articles, your objective is always to retain the reader's interest of sufficient length for them to get to your resource box. It is there that you need to give the reader at this moment to click on the backlink to your website from where you will carry out the selling.

Similarly with video. You want to keep the viewer's attention until they start to see the call to action, which is usually to click on a link in the description.

Poor quality is a description that can also be applied to content that is too short or too general to become of any help to anybody consuming it. Your site content should be long enough to impart all the information you need to give in sufficient detail, but short enough to make sure you retain their interest.

There is certainly another definition of low quality content that is often overlooked by content marketers, that's, if they are even mindful of it. If your content fails to engage with your audience, it has not achieved your business goals. Most marketers gauge the achievements of their content by how many views it's got received, or what number of likes it has, or possibly a combination of both. An item of content may have happen to be viewed a great many times, also it might have received numerous likes, but nobody has engaged by using it. They did not comment on it, or share it making use of their own audience, or tweet about it, or list it on Reddit or StumbleUpon.

On your content marketing to achieve success, your audience must engage with your content.

The Takeaway:

As marketers, I do believe we can takeaway the next points:

# 1. There must be a viable market for your service;

# 2. Your content must assist you in achieving a business goal;

3. Your content must be published from the places where your audience is likely to find it, and you must promote your content;

# 4. Your content marketing campaign must support all of the stages in the sales process along with providing after sales support, and

Five. You must create good quality content that encourages audience engagement.

Your content marketing campaign is likely to be successful if you apply these five lessons.


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