so your content marketing campaign failed? here are 8 reasons why

www.mediavisioninteractive.com

MEDIAVISION – DEFINING QUALITY OF CONTENT MARKETING - NOVEMBER 2014

Defining Quality Content Marketing



So your content marketing campaign failed?

Here are 8 reasons why.



If you build itthey will come….Or not?

1. Content Marketing – That’s Easy!

How hard can it be?

All you need to do is write a few blog posts and send out a newsletter every month, and those who are interested will find it and love it, right?

WRONG.



Effective content marketing requires:

• In depth research

• Planning

• Expertly constructed content in different formats that will target a specific user base to address their wants & needs.



Or not?

2. Content Marketing Sells

Yes, it does, but not like you might think.

Content must be used effectively to drive potential customers through the sales funnel - a long term process.

The user needs to be guided through the phases from prospect, to lead, to customer and finally to repeat buyer.

Each piece of content you create must fit into this process.



3. Research – What for?

In depth research is required to identify who exactly you need to speak to and also which additional audiences you may not have considered.

You need to find their issues, questions, wants and needs to be able to speak to these effectively.



Many brands and businesses don’t have the faintest idea

of who their target audience is or what their needs are when it comes to content

consumption.



4. Strategy? Nah, I’ll Just Wing It

An effective content strategy must be planned well in advance, taking into account:

• Significant industry happenings• Brand events e.g. new product launches or business anniversaries

You also need to remain agile to ensure breaking news or unplanned events are incorporated into your strategy at the drop of a hat.



5. Content Briefing. What’s That?Usually you will have a number of people working on your content marketing efforts: designers, developers and content writers.

Effectively briefing the objectives & outcomes of each content marketing piece & campaign to all involved is of huge importance.

If not everyone is on the same page, a content marketing campaign could potentially drag on with team members pulling in all directions.



6. Content Creation – That’ll Do

Too often content creators and brands have a lax attitude when it comes to quality of content, opting rather for a funky design or interactive element.

Sure, a good looking piece contributes positively to overall perception of the piece, but don’t underestimate the consumer - they will spot errors and call you out for it so fast your head will spin.



7. Promotional Planning

I think I’ll share this content on Facebook

and Twitter - that should do it!

Probably not.



Utilising your brand’s following and fan base is definitely a good start.

However, your promotional efforts need to be targeted and personalised to speak to the right audience where they consume their information.

Have you considered who the influencers or ‘sharers’ are in your industry or perhaps teaming up with other brands or individuals to gain as much exposure as possible?



8. Set and Forget

One of the most crucial steps of effective content marketing is the evaluation of results and takeaways from the success or failure of a campaign or piece.

How you evaluate the success of a piece or campaign will rely heavily on the objectives and goals that were set for each.



• Who is viewing my content?

• What types of content is promoting engagement?

• When and for how long are they engaging with my content?

• Where is my audience engaging with my content?

• Which content is being shared, scraped and mentioned elsewhere?

• Is my content generating organic citations, why?

• Which content is generating leads?

• Are my subscribers increasing?

• Which content is assisting in sales?

• How is my content influencing brand awareness?

• Is my content increasing thought leadership for my brand?

Questions to Consider:



If you’re serious about content marketing, building brands and impressing clients, it’s best you learn to break these eight misconceptions now.

All too often, what should be marketing gold is diminished to nothing more than a flat piece of ‘content for content’s sake’ that will never be seen or heard amongst the competitive noise of the digital environment.

http://www.mediavisioninteractive.com/services/content-marketing/




Based on the blog post found at: http://www.mediavisioninteractive.com/blog/copywriting/defines-quality-content-marketing/

@MediaVision

http://www.mediavisioninteractive.com/blog/copywriting/defines-quality-content-marketing/



https://twitter.com/MediaVision

https://twitter.com/MediaVision