I wish I could say that the majority of marketers are successful with content marketing. But I can't.
There are a lot of enterprises struggling out there. The good news, though, is that it seems to be happening around very fixable issues.
Here are three of them:
You create selfish content marketing Create content that solves customers’ pain points. Stop talking about your products and services so much. But if you must talk about yourself, make it about your customers.
You stop The biggest reason that content marketing fails is because a company does it inconsistently or stops doing it altogether. Remember, the content you deliver is like a promise to your customers. The biggest success stories have happened when companies never stop producing amazing and compelling content.
You focus on activity rather than audience Having people share and engage with your content here and there doesn't mean much unless you are building an audience. One of the biggest mistakes companies make is not planning, in advance, to acquire an audience through content creation and distribution.
While all three are true — and important — the last one bears repeating. You need to wake up every day with one thing on your mind: Are we doing everything we can to get and keep subscribers?
If more marketers were focused on building a loyal audience instead of, say, gathering as many leads as possible, most of the other issues would fade away.