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December 31 2015


The Top 5 Reasons Why Your posts Marketing Campaign Failed

Maria Johnsen
I'm, from time to time, asked to troubleshoot why someone's content strategy has not been the success they had hoped for. Almost always, explanation for the problem falls inside the scope of one from the following reasons. Here, in the opposite direction order, are my top five reasons why content marketing campaigns fail:

Maria Johnsen
# 5. You are not content marketing:

Content marketing is marketing a business to achieve one or more goals of this business. If the achievement of your respective business goal isn't reason for producing your content, you are blogging. That important distinction may not be understood.

Many content creators don't understand the part content marketing plays in moving your prospects along profits funnel. Different types of content are essential 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 from the sales process, about to catch content marketing.

Number 4. There is not a market for your product or service:

It never ceases to surprise me how many businesses fail for the reason that founders did not do proper research to ascertain whether there was a market for their business as well as whether their services or products met that need.

You will have a technically excellent product, however it will fail if nobody wants to buy it. One time i worked for a company which had such a product. Every prospect the salesforce presented to said that of a great idea it was, but they would not buy it. It had been a solution looking for a problem. Then you've got the other side of the coin: There exists a market, but your product or service 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 rolling around in its objective of acquiring new clients if:

 There is no marketplace for your product or service, or
 If your products or services does not solve the client's problem.

# 3. You're publishing in the wrong place:

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

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

Here are a couple of examples:

Example 1: There is a business that provides support for WordPress websites globally. Your target market is likely to be business owners that curently have, or intend to have a website on the WordPress platform. They may be likely to be in the generation 24 to 54 yrs . old, likely to be married and in all probability have a family. These are entrepreneurs, not software engineers.

You can find them on Linked In, and they probably also have a business and personal Face Book presence. Fortunately they are very likely to use mobile computing devices, which is their device preferred by consuming data.

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

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

The nature of your service lends itself to visual media, that is how this group likes to consume data. Your target market will be using sites for example Udemy and You Tube to locate content.

The preferences of one's target audience will determine in places you need to publish your site content, and predicate the medium you have to deliver your content. In case your target audience prefers to consume visual content, text based content will not likely appeal to them and they will probably be much less likely to visit text based content sites.

Should your target audience prefers to consume data during a period and in a place to suit them, in other words, they want to consume content at the moment, consider audio podcasting. However, you just do so if your content produces the capacity for the spoken word.

In the event you publish your content on your own website?

The answer is determined by how long you have been operational, and what reputation you already enjoy. The Pareto principle or even the 80:20 rule will apply the point is. If your business is a start-up or perhaps is a young business, 80% of one's content should published off your internet site. As your business becomes established as well as your reputation has grown, that ratio might be reversed.

Not only do you should publish your content from the places your audiences travels to for information, you have to ensure that it comes to their attention. Which means systematically promoting your site content on social networking sites like Face Book, Google+, Linked In so you Tube, as well as on Twitter, Reddit, StumbleUpon as well as other similar sites. Consider issuing an argument and linking towards the piece of content in blogs and comments, and on forums. If you have an email list, tell your list about the content you have created and have them to share it with others.

You should expect to spend at least as much time promoting your content as you did in creating it. Not every marketers do this, which is why many content marketing campaigns fail.

2. Your campaign is too short:

Although there are those who claim great success coming from a short campaign, these fortunate people are not 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, as an example, that you have a business selling cameras and accessories. You need to create content that explains many of camera available, their prices, the uses of which they are the best option, and the amount of knowledge and even experience the user will have to operate the device. Such a content is aimed at the person browsing your online store looking to see what is available.

Next, you can segment your content to hide the different sections of your target market, such as those hunting for a camera to take videos from the family and holidays, hobbyists, along with the high end amateur and professional users. Content that compares the features, benefits, and disbenefits, the advantages and disadvantages if you like, of each product on the market segment will help the potential customer make a list of suitable products. The person browsing your site is now a prospect.

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

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

If you are not creating content for each and every stage of the buying process and after sales support, your posts marketing campaign is not likely to become as successful because you had hoped.

Top. Poor quality content:

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

Earlier on this page I said that your content must be created with the intention of achieving a business goal. That maybe true, but not only should your content marketing accomplish that, it must solve a difficulty your target audience has. Anyway it should give them something of use and value. Unfortunately, quite a lot of content that is created is little more than a thinly veiled sales page.

It should go without having to say that your content must be grammatically correct and free of spelling errors. It must also be well written and consume a logical sequence. If you are writing a piece of writing, your objective would be to retain the reader's interest long enough for them to get to your authors bio box. It is there that you can give the reader reasonable to click on the link to your website from where you will do the selling.

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

Low quality is a description that can also be applied to content that is certainly too short or too general to be of any help to anyone consuming it. Your posts should be long enough to impart all the information you need to give in sufficient detail, but short enough to ensure you retain their interest.

There exists another definition of bad quality content that is often overlooked by content marketers, that is certainly, if they are even mindful of it. If your content does not engage with your audience, they have not achieved each of your business goals. Most marketers gauge the achievements of their content since many views it has received, or how many likes it has, or perhaps a combination of both. A piece 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 over it, or list it on Reddit or StumbleUpon.

To your content marketing to achieve success, your audience has got to engage with your content.

The Takeaway:

As marketers, I believe we can takeaway these points:

# 1. There should be a viable market for your merchandise;

# 2. Your content must help you achieve 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 every one of the stages in the sales process in addition to providing after sales support, and

# 5. You must create high quality content that encourages audience engagement.

Your site content marketing campaign is likely to be successful in case you apply these five lessons.

Don't be the product, buy the product!