Wondering why your content marketing strategy isn’t working the way it should have? This Inc.com article uses some advice from Joe Pulizzi to throw some light on why many companies fail at their content marketing.
Content marketing, as Joe rightly puts it, isn’t just about creating content and publishing it indiscriminately on your own blog/website or on social networking websites. It means a regular broadcasting. It means ongoing interaction with your audience. Here are a few things that make your content marketing strategy click:
- Let people subscribe to your updates: No matter how great your content is you cannot assume that people will come to access your content on their own. You need to remind them on an ongoing basis simply because there is too much content on the Internet to get their attention. This can be achieved by encouraging them to subscribe to your regular email updates. They can also like your Facebook page, or follow you on Twitter or even subscribe to your RSS feeds. The basic idea is, getting people to subscribe to your updates is an important ingredient of your content marketing strategy.
- Create brand evangelists: Take for example Apple. Most of its business happens because it has got millions of brand evangelists. When you create brand evangelists for your content marketing strategy, people promote your content on their own. But of course, in order to create evangelists your primary focus must be not just creating high-value content but also making sure that the content reaches the right audience.
- Help your content writers coordinate with each other: If your business employs or works with multiple content writers, make sure that there is coordination between them, otherwise they will end up producing lots of duplicate content or something totally irrelevant to your core content marketing strategy.
- Content marketing, keep in mind, is a different specialty: Just because a person has had a career in advertising and marketing doesn’t mean that he or she knows a lot about content marketing. Content marketing is a totally different ball game. Rather than marketers, as the above-linked article says, put your trust into the hands of publishers because content marketing on the Internet is more about publishing and distributing high-quality content rather than stuffing it down people’s throats.
You can read the remaining points in the original article.