Why Your Content Strategy is Failing

By Stevie Sleeter, Content & Social Media Manager

Published: June 15, 2016

The key to breaking through today’s digital clutter hinges on telling a compelling story – a fact well understood by most leading marketers.

So, what do we do? We hit the ground running. Blogs. White papers. Videos. Podcasts. Infographics. eBooks. All following a posting frequency, on a variety of different channels, blasting the key message about your company, your brand, your differentiators.

Yet, when the floodgate of leads and sales fails to open – many people are left wondering what went wrong or worse yet, writing off content marketing as a viable business tactic.

[quote align=”left”]We’ll ask again: why is your content strategy failing? Because you probably don’t have one.[/quote]

Lack of a Documented Strategy

According to the industry-leading Content Marketing Institute, “the percentage of B2C marketers who have a documented content marketing strategy is 27%. You might get hopeful, because 50% of marketers have a strategy. (It’s not written down, that’s all.) That’s a huge problem. If it’s not written down, then it probably doesn’t really exist. Sure, it exists in people’s minds, but how clear is that? How can a strategy that exists in people’s minds guide an organization’s cohesive efforts?”

Cranking out a blog post is one thing – and yeah, it’s pretty simple. But creating a meaningful series of blogs, white papers, analysis that speaks to the right audience persona, appears in the right channel, at the exact right time throughout their buying process – that’s another story.

Though daunting at first, it’s not impossible. Instead of thinking about a 50-page documented content strategy, start simple. At the core of ‘strategy’ is really just the need to set goals and define a clear path for accomplishing them. Think about your goals. Think about your audience. Develop audience personas to help determine what information they need. Then lay it out on a map – one that delivers relevant content throughout their buying process, which provides value to customers; and one that clearly leads to your pre-defined goals.

Not sure you’re there yet on your own? Chat with Envano. We have extensive experience in creating and executing content strategies that work. Plus, we love to do it.