Many organizations have jumped on the content bandwagon and started churning out content without any defined strategy, way of measuring results, or end game in mind. Content marketing, like any form of marketing, needs to have a well thought-out plan that is part of a multi-channel approach.
From the Content Marketing Institute:
Here’s Why Your Content Marketing Strategy is Totally FailingBy Neil Patel published February 9, 2016
I talk with a lot of people who are frustrated with the fact that their content marketing strategy doesn’t seem to be working.
In fact, in some cases, their entire content strategy seems to be an abject failure.
Why is this the case? If content marketing is such an important marketing method, has proven success, and is used by nearly 90% of businesses, then why do so many businesses feel like their strategy is useless and ineffective?
There are some common trends that characterize many of these “failed” content marketing strategies. In most cases, the strategies haven’t “failed” at all. The “strategy,” whatever that is, wasn’t clear enough to guide the business to achieve its goals.
Instead, what the strategy needs is a hard reset and some new programming. That new programming comes in the form of SMART goals. . . READ FULL ARTICLE