Getting bored with your content marketing strategy? Time to shake things up

Getting bored with your content marketing strategy? The market for content marketing is alive and well, learning The report said that 89 percent of marketers are using content marketing, with another 11 percent planning to launch a content marketing effort in the next twelve months. These are the two stages where things are starting to work, but challenges remain, whether it’s measurement and scaling or developing a cohesive content marketing strategy. If you want to understand your audiences, you need to talk to them in some way. What are the top content marketing tactics according to the survey? These are all content tactics that have the potential to reach your audiences in places your competition hasn’t yet gone. With account-based marketing, customized videos, virtual conferences, and interactive tools are all great tactics to reach customers you know more about. All are good examples of innovative ways to reach out to new and existing customers. One final area for content marketing that organizations seem slow to do – post-sales content marketing. Are you getting bored with your blog yet?

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bored-businessman

The Content Marketing Institute’s
2017 Content Marketing Benchmarks, Budgets, and Trends
report
is out, and it offers some insights into what I might suggest are
missed opportunities.

The market for content marketing is alive and well,
learning

The report said that 89 percent of marketers are using content
marketing, with another 11 percent planning to launch a content
marketing effort in the next twelve months. So it seems that most
have bought into the potential of content. Not just content, but
great content.

But while buy-in is there, many are still on the very winding
road to content marketing nirvana (if it even really exists). The
report breaks organizations down into maturity levels, and most
survey respondents remain in the Adolescent and Young stages. These
are the two stages where things are starting to work, but
challenges remain, whether it’s measurement and scaling or
developing a cohesive content marketing strategy.

A few other points for reference:

  • 41% say they know what an effective CM program looks like (30%
    don’t and 29% aren’t sure)
  • 53% say their current approach to content marketing is
    moderately successful (21% say extremely or very)
  • 45% say their approach has somewhat improved over last year
    (28% say it’s about the same, 17% say much more successful)

So the truth is, overall things are good. Content marketing
continues to be a learning experience for many, and the answers to
how to do it right are still often at arms reach.

Challenges in content marketing

The top challenges for content marketing include content
creation, dedicated time and technology (lack of, or learning
curves). The funny thing about challenges is that you can easily
turn them on their end and list them as success factors, which is
what what you see in this survey.

The other big thing? Forty one percent don’t have a documented
content marketing strategy and 21 percent don’t have a strategy at
all. Doesn’t the idea of producing content and throwing it at the
wall to see what sticks thrill you? That’s about what happens when
you have no plan at all. We should be way past that by now.

That said, only one third of those that have a strategy say it’s
extremely or very effective, and 54 percent say it’s moderately
effective. I guess there’s work to do on strategy. Maybe the work
involves regularly assessing and adapting your strategy.

Missed opportunities – getting to know your audience

One of the survey questions asked how marketers get insights on
their audience. Analytics was the top response which isn’t
surprising.The third and fourth top tactics were employee feedback
and competitive analysis. Both are good, but…

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