“We tried content marketing, and it doesn’t work.”
When I hear someone say that, I’m intrigued. I don’t feel the need to prove them wrong. My mind starts buzzing with questions. The only way to understand how something works sometimes is to understand why it doesn’t work.
Every situation and circumstance is different. That’s why when someone makes a declarative statement against content marketing, I want to know more about their experience and what led them to their conclusions.
Each time I dig into the situation, I see some common things that are obviously holding businesses, brands, and causes back from experiencing the benefits of content marketing:
- Your content reads like a new car brochure.
- You are trying to communicate too many things in one piece.
- You are using your words, language, and phrases—not that of your intended audience.
- You don’t tell the reader what to do next.
- You aren’t considering the channels your intended audience will use to consume your content.
- You only utilize channels that are efficient and comfortable for you.
- You don’t assemble an experienced team.
- You don’t give content marketing enough time to work.
- You don’t have analytics set up to challenge or validate your assumptions about what’s working and what isn’t.
- You tried it once—haphazardly at that—and randomly came the conclusion that content marketing isn’t worth pursuing.
If your content marketing plan isn’t working, tweak the plan. The value of testing different marketing tactics hasn’t changed in the era of content marketing. Testing (and re-testing) remains the key to the success for any marketing plan.
Have you given up on content marketing too soon?
Latest posts by Ben Stroup (see all)
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- The fatal flaw in the practice of content marketing - March 24, 2014