Content marketing fails (and how to avoid them)
Australia and New Zealand have well and truly caught the content marketing bug. The businesses we speak to every day understand the potential value of content marketing and they want to know how they can leverage it to build their online brand, win more traffic and convert more visitors.
But while demand for content marketing is stronger now than at any time since I’ve been in this part of the world, the opportunity brings new challenges.
As with any marketing activity, there are plenty of ways to do content marketing badly. The danger for an established content marketing business like Castleford and for in-house content marketing evangelists is that the concept is tarnished by a few negative experiences.
8 Experts Share Their Top Content Marketing Fails
That’s why I asked some of our people to share the top content marketing fails they see as part of their day-to-day work with clients and prospects.
Content marketing silo effect
For me, the biggest threat to your content marketing investment is the silo effect that hamstrings other marketing activity. If your organisation sees content marketing as a bolt on to your digital strategy, you risk failing to extract full value from it.
Your content marketing strategy needs to extend beyond your blog. It should include everything you publish – whether that’s on your website, on third party sites, on social media, in email communications or even offline.
Even world class content will struggle to punch its weight when it’s exiled to a remote outpost of your website. If you can’t pull levers to promote it, such as your social and email, or if your content is let down by poor design, you will severely limit its impact.
The brands that enjoy real success with content marketing will get this right. And I see a lot of parallels here with search.
Integrated content marketing
SEO used to be viewed as a tune up for your website. Something you should probably do every few months like getting the air conditioning serviced. But as brands began to see the value of integrating SEO into their design, branding, technical, communications and wider marketing function, search became a big in-house job.
Once search was properly integrated and had shaken off the silo effect, it really began to impact the bottom lines of the brands that understood it, backed it and got it right. The same can happen with content marketing.
Our colleagues in the US regularly deal with in-house heads of content marketing and that’s something we’re certain to see more of in Australia and New Zealand over the next 12 to 18 months, particularly at the bigger brands.
Hopefully, that will that will bring the discussion about content strategy and content creation out of the sidelines and put it where it belongs: front and centre.
By Rob Cleeve