The Top 5 Reasons Why Your articles Marketing Campaign Failed


Maria Johnsen
I'm, from time to time, asked to troubleshoot why someone's content marketing strategy has not been the success that they hoped for. Almost always, the main cause of the problem falls from the scope of one in the following reasons. Here, back order, are my top 5 reasons why content marketing campaigns fail:

Maria Johnsen
Five. You are not content marketing:

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

Many content creators don't get the part content marketing plays in moving your prospects along the sales funnel. Different types of content are required 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 in the sales process, you're not content marketing.

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

It never ceases to surprise me what number of businesses fail for the reason that founders did not do proper research to ascertain whether there was an industry for their business as well as whether their service or product met that need.

You will have a technically excellent product, but it'll fail if stuffed to buy it. I remember when i worked for a company which in fact had such a product. Every prospect the sales team presented to said that of a great idea it was, however they would not buy it. It had been a solution looking for a problem. Then you have the other side of the coin: You will find there's market, but your services or products does not meet it. There is a problem, but you do do not have the solution.

No matter how good your posts marketing is, your campaign will fail rolling around in its objective of acquiring clients if:

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

# 3. You happen to be publishing in the wrong place:

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

Who your target audience is. That includes demographic information like 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.

Let's consider a couple of examples:

Example 1: You've got a business that provides support for WordPress websites globally. Your market is likely to be business owners that already have, or intend to have an online prescence on the WordPress platform. They are likely to be in the population 24 to 54 years, likely to be married and in all likelihood have a family. They may be entrepreneurs, not software engineers.

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

You have to be publishing your content within the places these people visit for answers to their WordPress problems, just like you Tube, podcasts (think iTunes, Sticher, Podcast Republic, and Zune to name but a few) - you may either have your own show or make guest appearances on other shows, SlideShare, creating articles (think long SlideShare documents, not merely article directories), blogs, and forums for WordPress users.

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

The of your service results in visual media, that's how this group likes to consume data. Your market will be using sites including Udemy and You Tube to find content.

The preferences of your respective target audience will determine in which you need to publish your posts, and predicate the medium you have to deliver your content. If the 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 that meets them, in other words, they want to consume content at will, consider audio podcasting. However, you just do so if your content produces the capacity for the spoken word.

Should you publish your content by yourself website?

The answer depends on how long you have been in operation, and what reputation you already enjoy. The Pareto principle or even the 80:20 rule will apply in any event. If your business is a start-up or perhaps is a young business, 80% of the content should published off your internet site. As your business becomes established plus your reputation has grown, that ratio might be reversed.

Not only do you must publish your content in the places your audiences travels to for information, you need to ensure that it comes to their attention. Which means systematically promoting your posts on social networking sites including Face Book, Google+, Linked In so you Tube, as well as on Twitter, Reddit, StumbleUpon and also other similar sites. Consider issuing a press release and linking for the piece of content in blogs and comments, and so on forums. If you have a contact list, tell your list in regards to the content you have created and get them to share it online websites.

You should expect to spend no less than as much time promoting your content as you did in creating it. Don't assume all marketers do this, which explains why many content marketing campaigns fail.

2. Your campaign is simply too short:

Although there are those who claim great success from the short campaign, these fortunate not every person is the exception. For many people, content marketing can be a medium to long-term exercise that performs different roles for that various stages in our sales funnel. Put one way, you need to create content that's suitable for and supports each stage from the buying process.

Let us say, by way of example, that you have a business selling video cameras and accessories. You will need to create content that explains the differing types of camera available, their prices, the ways to use which they are the most suitable, and the amount of knowledge and even experience the user should operate the device. This sort of content is aimed at the person browsing your online store trying to see what is available.

Next, it is possible to segment your content to hide the different sections of your potential audience, such as those trying to find a camera to take videos with the family and holidays, hobbyists, as well as the high end amateur and professional users. Content that blogs about the features, benefits, and disbenefits, medical if you like, of each product on the market segment will help the possibility customer make a short list of suitable products. The person browsing your site is now a prospect.

The subsequent set of content will focus on a specific product and the benefits of purchasing it by you. This type of content can help convert the prospect in a customer.

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

Discover creating content for each and every stage of the purchasing process and after sales support, your site content marketing campaign is not likely to get as successful while you had hoped.

Number one. Poor quality content:

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

Earlier on this page I said that your site content must be created with the intention of achieving a business goal. That maybe true, but not only should your content marketing make it happen, it must solve an issue your target audience has. At least it should give them something of usage and value. Unfortunately, a great deal of content that is created is no more than a thinly veiled sales pitch.

It should go without having to say that your content ought to be grammatically correct and clear of spelling errors. It must also be well written and have a logical sequence. If you are writing an article, your objective is usually to retain the reader's interest long enough for them to get to your authors bio box. It is there that you need to give the reader reasonable to click on the backlink to your website from where you will perform selling.

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

Poor quality is a description that could also be applied to content which is too short or too general to be of any help to the person consuming it. Your posts should be long enough to impart all the information you need to give in sufficient detail, but short enough to make sure you retain their interest.

There's another definition of bad quality content that is often overlooked by content marketers, which is, if they are even aware of it. If your content doesn't engage with your audience, it has not achieved one of the business goals. Most marketers gauge the achievements of their content due to the fact many views they have received, or how many likes it has, or perhaps a combination of both. A piece of content may have have been viewed a great many times, and it might have received many likes, but nobody has engaged from it. They did not comment on it, or share it with their own audience, or tweet regarding it, or list it on Reddit or StumbleUpon.

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

The Takeaway:

As marketers, I do believe we can takeaway the following points:

# 1. There must be a viable market for your product or service;

# 2. Your content must assist you in achieving a business goal;

Number three. Your content must be published within the places where your audience probably will find it, and you must promote your content;

# 4. Your site content marketing campaign must support all the stages in the sales process as well as providing after sales support, and

Five. You must create top quality content that encourages audience engagement.

Your articles marketing campaign is likely to be successful in the event you apply these five lessons.