Why your Content Marketing is Failing (and how to fix it)
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View this SlideShare to learn 45+ costly mistakes for why content marketing fails, and actionable tips, resources and examples for how to correct them. In a digital world where customers have all the power and everyone is a publisher, increasingly high competition and standards are pressuring marketing teams into a race to produce higher quality content, in greater volumes, and at a faster rate than ever before, often with the same amount of resources. But while content is the fuel for every digital marketing engine, not everyone gets the same mileage out of it. A 2016 report from Content Marketing Institute found that while 88% of B2B organizations are using content marketing, only 30% rated their content efforts as being effective for reaching their goals. This presentation delivers an insightful overview of common costly mistakes that can be killing your content marketing results, and a deep dive on how to maximize content marketing ROI with actionable tips and steps to amplify the impact of every content initiative, including: The 7 Step Content Marketing Process 1) Personas and Customers: Understanding target customer personas and how to attract and convert them with the right content topics 2) Content Planning and Strategy. Creating monthly and quarterly content plans aligned with each stage of the customer journey, and key business goals, metrics and objectives. 3) Content Production and Design. Digital content creation approaches optimized for search, engagement and conversion. 4) Content Publishing and Promotion. Integrated multi-channel content distribution tactics to reach both larger—and more qualified—target audiences across platforms, and the utilization of data, automation and marketing technology to test, measure and enhance targeting to optimize results. 5) Content Performance and Metrics. Understanding what metrics to track to measure the impact of your content marketing 6) Re-purposing and refining. Smart ways to get more out of your content and increase it lifespan through designing content for re-purposing. 7) People and Process. Building a team with the right skills, knowledge and roles, and implementing an efficient, repeatable content process.
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Why your Content Marketing is Failing (and how to fix it)
- 1. Why Your Content Marketing is Failing (and how to fix it)
- 2. customerjourneymarketer.com Throughout the presentation, click the twitter icons to tweet anything you find interesting!
- 3. @gdaz customerjourneymarketer.com What is Content Marketing? Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. “Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.” -Robert Rose, Chief Strategy Officer, CMI
- 4. @gdaz customerjourneymarketer.com Content is the Fuel of our Digital Marketing Engines Content is the Fuel to our Digital Marketing Engines.
- 5. @gdaz customerjourneymarketer.com But Not Everyone Gets the Same Mileage out of it… 41% of marketers say content marketing has positive ROI
- 6. @gdaz customerjourneymarketer.com B2B Marketers are Increasing Spend on Content Marketing And 70% are not effective?!
- 8. @gdaz customerjourneymarketer.com EVERYONE FAILS AT CONTENT MARKETING. (some just more often than others)
- 9. @gdaz customerjourneymarketer.com Some more positive ways to look at failure…
- 10. @gdaz customerjourneymarketer.com Why is your Content Marketing Failing? not working? What can we learn?
- 11. People & Process Personas, Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process 7 P’s of the Content Marketing Life Cycle customerjourneymarketer.com
- 12. Personas & Customers Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
- 13. @gdaz customerjourneymarketer.com You Take an Inside-Out Approach
- 14. @gdaz customerjourneymarketer.com You’re not driving qualified traffic Target audience
- 15. @gdaz customerjourneymarketer.com Find “Triple Threat” Topics Business objectives, Value props Customer Needs Customer Interests Priority 1 topics Priority 2 topics
- 16. @gdaz customerjourneymarketer.com Your Content Sells More than it Educates We see 3,000-20,000 brand messages a day
- 18. @gdaz customerjourneymarketer.com You pull a “Trojan Horse” Outside: Looks like free educational content (to help me) Inside: Selling the product/service (all about you)
- 19. @gdaz customerjourneymarketer.com Your Content Doesn’t Answer Your Customers’ Questions 27%of search queries are questions 70% growth in “how to” searches on youtube 72% of buyers turn to Google in the “awareness” stage research
- 20. @gdaz customerjourneymarketer.com What Questions are Your Customers Asking?
- 21. @gdaz customerjourneymarketer.com You Don’t Understand Your Customers Individual Job titles Key responsibilities Motivators Top priorities and concerns Pain points Common objections Role in purchasing process Consumption preferences Terminology & language Organization Industry vertical Company size Business model Org structure Technology stack Geographic locations
- 22. @gdaz customerjourneymarketer.com How do customers solve the problem before they come to you? Manually “Low-End” Competitor Free Tool Homegrown Solution “High-End” Competitor Not doing anything Outsourcing
- 23. @gdaz customerjourneymarketer.com Identify and Capitalize on Buying Triggers What common events set customers off in search of a solution?
- 24. Planning & Strategy People & Process Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process Random Acts of Content
- 25. @gdaz customerjourneymarketer.com You Don’t Have A Documented Plan & Strategy READY! FIRE! AIM!
- 26. @gdaz customerjourneymarketer.com 90% of the buyer’s journey is self-directed 11.4 the average number of pieces of content consumers engage with before making a B2B purchase ROAD TO ADVOCACY Your Content Strategy Isn’t Aligned with the Customer Journey
- 27. @gdaz customerjourneymarketer.com Click here to learn more about this customer journey stages model
- 28. @gdaz customerjourneymarketer.com You think Customer Journeys are Linear Engagement Content 1 Education Content 2 “First they get this content then they get that, next they this…” Research Content 3 Evaluation Content 4 Justification Content 5 This does NOT work.
- 29. @gdaz customerjourneymarketer.com Don’t try to play God.
- 30. @gdaz customerjourneymarketer.comSmartBear Confidential and Proprietary ? “Why do I have a problem?!" “What solutions are available? What factors should I consider?” “Does this product solve my problem(s) & meet my needs/requirements?” "Why should I choose this? How can I get my boss and team members on board?” “Hello, brand, do I like you, are you relevant to me?” “How do I get it? How difficult will it be to implement and change current process?” Just focus on answering your customers’ questions at each stage
- 31. @gdaz customerjourneymarketer.com TRI AL Make Sure Every Piece of Content is a Door, Bridge and Ladder to more relevant content at same stage Find you and enter the funnel at any stage to later stages in the journey
- 32. @gdaz customerjourneymarketer.com TRI AL Make Sure Every Piece of Content is a Door, Bridge and Ladder to more relevant content at same stage Find you and enter the funnel at any stage to later stages in the journey
- 33. @gdaz customerjourneymarketer.com TRI AL Make Sure Every Piece of Content is a Door, Bridge and Ladder to more relevant content at same stage Find you and enter the funnel at any stage to later stages in the journey
- 34. @gdaz customerjourneymarketer.com Content Planning Process Goals & Objectives Themes Research Content Audit Topics Formats Timeline Budget Resources You Didn’t Define Business Objectives & Goals Traffic Free tool downloads Leads Generated Content Downloads Qualified Leads Trials Trial Activations Opportunities Opportunities Won Renewals Upsell, Cross-sell Metrics
- 35. @gdaz customerjourneymarketer.com You Didn’t Do Your Research Customer Competitive Keyword Market Persona Development Problems/Pains Conversion Obstacles Interests What questions are they asking? Messaging Strengths & Weaknesses What topics are they talking about? Competitive Rankings Long-tail opportunities Existing/New keywords Skyscraper opportunities Trends in marketplace
- 36. @gdaz customerjourneymarketer.com Content Planning Process Goals & Objectives Themes Research Content Audit Topics Formats Timeline Budget Resources You Create New Content Without Understanding What You Already Have
- 37. @gdaz customerjourneymarketer.com Content Audit: Identify Opportunities and Gaps Number assets / stage Types of assets / stage Performance of assets Age of content Location of content Distribution strategy Optimization, enhancement, and re-purposing Keyword research
- 38. @gdaz customerjourneymarketer.com Content Planning Process Goals & Objectives Themes Research Content Audit Topics Formats Timeline Budget Resources
- 39. @gdaz customerjourneymarketer.com Experiment here 500 250 100 50 1 Don’t roll the dice here… You Allocate Resources Improperly
- 40. Production and Design Quality Quantity Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
- 41. @gdaz customerjourneymarketer.com Quality Content Not Quality Content Quantity > Quality Santorini
- 42. @gdaz customerjourneymarketer.com Long-Form Vs Short-Form Content 2,400+ average words for position #1 and #2 ranking content Your Content Doesn’t Deliver Enough Value
- 43. @gdaz customerjourneymarketer.com You Don’t Focus Enough on Titles
- 44. @gdaz customerjourneymarketer.com Title Tips Google displays 50-60 characters of title Keep titles under 55 Characters, 95% will display properly • Lists • Numbers and data • How to’s • Why • “You” • Emotional words • Surprising • Questions • Problem/solution • Strong statements • Clear, specific • Scream Value! • Align with content
- 45. @gdaz customerjourneymarketer.com Your Content Isn’t Visually Engaging Visual content is more than 40X more likely to get shared on social
- 46. @gdaz customerjourneymarketer.com CTR: 0.632% CTR: 1.302%
- 47. @gdaz customerjourneymarketer.com Your Content Isn’t Easily Consumable Legible Organized structure Readability Section headers Bulleted, numbered lists Images, diagrams Bite-sized chunks
- 48. @gdaz customerjourneymarketer.com Optimized for Mobile 57% users say they won’t recommend a business with a poorly designed mobile site.
- 49. @gdaz customerjourneymarketer.com Your Web Experience is Outdated
- 50. @gdaz customerjourneymarketer.com Your Content Isn’t Shareable
- 51. Publishing & Promotion Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
- 52. @gdaz customerjourneymarketer.com You don’t focus enough on SEO
- 53. @gdaz customerjourneymarketer.com Your Content is Inconsistent Cadence Messaging X- Channel Brand
- 54. @gdaz customerjourneymarketer.com You Don’t Focus Enough on Distribution
- 55. @gdaz customerjourneymarketer.com Your Distribution Strategy Isn’t Aligned with the Customer Journey Engagement Education Research Evaluation Justification Purchase Adoption - Advocacy Social Email & Lead Nurturing Paid Advertising Web: Search & Conversion PR Content Strategy
- 56. @gdaz customerjourneymarketer.com You Don’t Leverage All the Channels at Your Disposal You Don’t Leverage All the Data at your Disposal Behavioral (Implicit) Demo, Firmo (Explicit)
- 57. @gdaz customerjourneymarketer.com Search Terms +how +to +soapui, +soapui +tutorial, +soapui +guide You Don’t Think About User Intent
- 58. @gdaz customerjourneymarketer.com Aligning Web Properties and Communities with the Customer Journey Blog & Social Resource Centers Product Sections Community & Support
- 61. @gdaz customerjourneymarketer.com Data -> Customer Journey (Remarketing) Product Section eBook Trial Learn Section Open Source
- 62. @gdaz customerjourneymarketer.com Automated Nurture and Lead Scoring eBooks Infographics Webinars Blogs Slideshares Documentation Checklists Tutorials Guides Weekly training FAQ Case Studies Testimonials ROI Calculators Sell your Boss Analyst Reports Product Demos TOFU TRIAL BOFU
- 63. @gdaz customerjourneymarketer.com You Don’t Capitalize on Conversion Opportunities Article -> eBook eBook -> Trial Use Secondary CTAs
- 64. @gdaz customerjourneymarketer.com You Haven’t Built a Content Network Internal Teams External Experts, Influencers Industry Publications Customers Partners • Follow • Share • Comment • Quote • Link • Contribute Writers, bloggers
- 65. @gdaz customerjourneymarketer.com I hope I get invited to a webinar today… …said no one ever. You Promote the Format > Topic
- 66. Performance & Metrics Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
- 67. @gdaz customerjourneymarketer.com • You Don’t Have a Clear Definition of Success • Focusing too much on just conversion sales-driven metrics • Forgetting about SEO factors • Not taking promotion effort and reach into consideration • Not taking time into consideration Common Content Metrics Mistakes
- 68. @gdaz customerjourneymarketer.com Measuring Content Performance Traffic, SEO • Organic Visits • Traffic by Channel • Page Rank and authority • Inbound links Engagement • Social shares • Time on page • Pages/Session • Bounce Rate • Comments Leads • Net new leads generated • Qualified leads Sales, Pipeline • Opportunities Influenced (#, $) • Downloads / Opportunities influenced (%, $)
- 69. Repurposing and Refining Personas & Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process
- 70. @gdaz customerjourneymarketer.com Your Content Isn’t Designed for Repurposing from the Start It’s a lot easier to make a car eco-friendly if you design it that way from the start….
- 71. @gdaz customerjourneymarketer.com Will this be relevant next month or next year? Three years from now? NOT EVERGREEN • News stories • Annual reports • Event, holiday or season • Pop culture fad Your Content Isn’t Evergreen
- 72. @gdaz customerjourneymarketer.com Designing Content for Re-purposing eBook Outline I. Stand Alone Topic a) Stand alone Sub-topic b) Stand alone Sub-topic c) Stand alone Sub-topic II. Stand Alone Topic a) Stand alone Sub-topic b) Stand alone Sub-topic c) Stand alone Sub-topic III. Stand Alone Topic a) Stand alone Sub-topic b) Stand alone Sub-topic c) Stand alone Sub-topic IV. Stand Alone Topic a) Stand alone Sub-topic b) Stand alone Sub-topic c) Stand alone Sub-topic Keyword Research Organic/SEO article I Blog Posts Cheat Sheet, one pager Infographic Template, worksheet Organic/SEO article II Blog Post Organic/SEO article III Click here to read more about this approach
- 75. @gdaz customerjourneymarketer.com If your webinar deck isn’t optimized for slideshare, it wasn’t optimized for the webinar…
- 76. @gdaz customerjourneymarketer.com People & Process Personas, Customers Planning & Strategy Production & Design Publishing & Promotion Performance & Metrics rePurposing & Refining People & Process People & Process
- 77. @gdaz customerjourneymarketer.com You Don’t Have the Right Talent, Skills and Roles on your Team • Content Marketing Manager (Editor in Chief) • Writers (Internal and External) • Technical SEO Expert • Technical, Product, Domain Experts • Web Team • Graphics and Design Team • Operations Team • Promotion Team • PR team • Business leader
- 78. @gdaz customerjourneymarketer.com You Don’t Have an Efficient, Repeatable Process Agile Marketing
- 79. @gdaz customerjourneymarketer.com You thought you would have overnight success It takes time. Don’t give up!