6 reasons why enterprises fail in content marketing

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With the flourishing of social media, content marketing is becoming more and more prosperous. But even people who have been in the market for years, do you really know how to do content marketing? Maybe we still have some common missteps in this process.

American likeablelocal Ceo,davekerpen in order to better understand in content marketing, what can not do. He communicated with Joepulizzi, founder of the Institute of Content marketing. Joe shares the easiest mistake marketers make when it comes to content marketing. Of course, Joe also told me how to avoid these problems.

1. They do not subscribe to the strategy

Joe talked about the CMO of a big company, and this CMO described to Joe an online content process that advertised and posted posts on all social media. Although the company can produce a large amount of content every quarter, it does not include a way to get readers to subscribe.

Indeed, the content has attracted millions's clients to the company's website and now has more fans than the company's Facebook homepage. But it has 0 subscribers. Think, if it could get those people to subscribe, wouldn't it be able to recruit hundreds of "content fans"? If it does so, the company can differentiate subscribers from non subscribers. (Do they buy more?) are they potential customers or customers? Do they have a longer relationship as clients and companies?

2. They failed to encourage brand promoters

Joe tells the story of Johnadams. Johnadams has been playing drums in the main arena of the Cleveland Indians since 1973 years. In a sense, johnadams should be the biggest fan of the Cleveland Indians. Cleveland Indian Team Marketing Department and Johnadams work together for many years, the future help him, so that his story can be household name. Not only did they regularly post about John on the team's web page, they also asked John to take a radio interview to help John appear in Cleveland's newspaper. Johnadams is an inspiration to the fans of other Indians, and the Indians like to raise John's loyalty and influence.

But wouldn't it have been more vocal if the Indians had invited other fans to provide their own articles, videos and photos, or other ways to tell the story of their own support team?

3. They still keep their content creators secret.

Public relations, email marketing, search engine optimization, social media, these in an organization each group, even a group, has to let someone take responsibility for the content planning. Unfortunately, in many cases, these people do not communicate with each other. Results a lot of customers are not interested in stories, and a lot of repetitive labor.

Joe talked about SAS, the biggest private technology company in North America, and a similar problem. So each of its teams has assigned a "content ambassador" to take responsibility for the team's work. The Ambassadors meet weekly to assess their content marketing mission and work together more productively.

4. They let traditional marketers play the role of content

In most cases, content marketing is better suited to the skills of traditional publishers than to traditional marketers, as publishers are more fully aware of how to develop attractive content and ensure they meet revenue goals. In media enterprises, if content content does not bring sales, it is equivalent to unfinished work. Joe admits that traditional marketers don't understand content marketing.

5. They ignore internal marketing goals.

In Donschultz, the father of the integrated marketing, in 13 books so far, each has written about the importance of internal marketing, not the external impact, in the first place. But the company acknowledges the sins of the single biggest content marketing, that many processes have been released without the sales team or the knowledge of other employees.

Before your next release, gather information from all your employees to make sure they are as involved in your content creation program as possible from the start. For example, Kellyservices, a human resources outsourcing company, asked the sales executives to provide what was happening through their own LinkedIn account.

6. They missed the opportunity to collaborate with traditional media

There has never been a time when traditional media companies are more open to branding content than they are now. This goes beyond the local advertising process and also into the process of creating projects together. If you don't talk to the leading media in your small market about the ways you can help each other, you're missing out on the smart opportunity to interact with interested customers, move on, and build relationships.

All of the content-marketing errors mentioned above are avoidable, and you can create an effective content marketing process for your business, regardless of the potential buying relationships, the empathy and the scale of revenue generated.

I believe in the next few years, content marketing will be an important topic. For the enterprise, he needs to know more about customers, effectively close to customers, resulting in revenue. And as a media, you also need to know who is the one who brings them real income.