In his presentation last week at the MarketingProfs B2B Marketing Forum, GE Digital’s Chris Moody gave the audience insights into why we’re ineffective, and what we can do to improve, without having to spend a significant amount of money. While approach and hurdles will vary from brand to brand, there are three key reasons that content marketing isn’t working today. The problem with many content marketing teams today is that they are not obsessed with business performance. Your mission should be a guiding force for your approach to content and all other facets of your marketing strategy. #2 – Institute the one word challenge. Challenge your team to attempt the same with your brand. Instead of focusing on content quantity, direct your attention to content impact. Immediately after launching your content, begin monitoring the performance and start talking about what worked, what didn’t and what you’ll change going forward. How Does GE’s Chris Moody Think You Should Spend Your $1,000? A good place to start is by spending your budget on editing video.
Budget is always top of mind for content marketers, but especially this time of year. In order to get even close to the budget that you want or need, you have to justify the spend.
Unfortunately, we’ve been ineffective at content for a while. But the question is, can we change the narrative?
In his presentation last week at the MarketingProfs B2B Marketing Forum, GE Digital’s Chris Moody gave the audience insights into why we’re ineffective, and what we can do to improve, without having to spend a significant amount of money.
Where Are We Failing?
While approach and hurdles will vary from brand to brand, there are three key reasons that content marketing isn’t working today. Below are three stats that paint a very clear picture of where we’re going wrong:
- Only 37% of marketers have a documented content strategy. (Content Marketing Institute & MarketingProfs)
- Unfortunately, 82% of enterprise marketers have no centralized view of the customer. (Forrester)
- 65% of CMO’s can’t measure ROI for digital marketing. (Forrester)
Why Are We Failing?
The problem with many content marketing teams today is that they are not obsessed with business performance. We’re focusing on KPIs instead of outcomes and often have a hard time tracking and mapping content success.1
5 Quick Tips for Advancing Your Content Marketing
Change can be tricky and it’s important to make small incremental changes that set your team up to be successful. Below are a few quick tips that Chris offered in session. Instead of feeling like you need to make all of these changes right away, pick a couple and get started.
#1 – Define your mission. Your mission should be a guiding force for your approach to content and all other facets of your marketing strategy.
#2 – Institute the one word challenge. When you think of companies…
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