all style, no substance. 10 ways professional services firms are failing with content marketing
TRANSCRIPT
They haven’t clearly defined their target audience, despite there being a multitude of buyers and influencers involved in most B2B purchases.
1
They don’t know if their content marketing is effective because they don’t measure individual campaigns, let alone analyse long-term trend data.
2
They don’t know if their content is valuable because they neglect to include a call to action.
3
They lose interest when the return on investment doesn’t come quickly.
4
They make the content all about them, rather than focusing on the information their target audiences are seeking.
5
Their content is inconsistent and lacks structure because they don’t have a
content marketing strategy or calendar.
6
Conversely, they’re hamstrung by their content calendar and don't seize opportunities when they're presented.
7
Their content isn’t valid, timely or fresh.
8
Their content isn't repurposed for different channels or platforms.
9
They overlook including actionable takeaways in their content.
10
