Top 5 Reasons Your Content Marketing Campaign Failed
Website design By BotEap.comFrom time to time, I’m asked to troubleshoot why someone’s content marketing campaign hasn’t been as successful as expected. Almost always, the cause of the problem falls within the scope of one of the following reasons. Here, in reverse order, are my top five reasons content marketing campaigns fail:
Website design By BotEap.com#5. You are not content marketing:
Website design By BotEap.comContent marketing is the marketing of a business to achieve one or more objectives of that business. If achieving your business goal is not the reason for producing your content, you are writing a blog. That important distinction is not always understood.
Website design By BotEap.comMany content creators don’t understand the role content marketing plays in moving their prospects through their sales funnel. Different types of content are needed for each stage, i.e. for suspects, prospects, and retaining and reselling existing customers. If you’re not producing content that supports each stage of the sales process, you’re not doing content marketing.
Website design By BotEap.com#4. There is no market for your product or service:
Website design By BotEap.comIt never ceases to amaze me how many businesses fail because the founders did not do adequate research to establish whether there was a market for their business or whether their product or service met that need.
Website design By BotEap.comYou can have a technically excellent product, but it will fail if no one wants to buy it. I once worked for a company that had such a product. Every prospect the sales force brought to them said it was a great idea, but they didn’t buy it. It was a solution in search of a problem. Then you have the other side of the coin: there is a market, but your product or service does not satisfy it. There is a problem, but you don’t have the solution.
Website design By BotEap.comNo matter how good your content marketing is, your campaign will fail in its goal of acquiring new customers if:
- Website design By BotEap.comThere is no market for your product or service, or
- Website design By BotEap.comIf your product does not solve the customer’s problem.
- Website design By BotEap.comWho is your target audience. That includes demographic information such as their age, gender, socioeconomic group, whether they are likely to be married, and whether they have a family;
- Website design By BotEap.comwhere they currently go for information; and
- Website design By BotEap.comHow they prefer to consume data.