Author: Nathan Chan / Source: Entrepreneur Today, almost every big business you've ever heard of has some kind of content-marketing strat
Today, almost every big business you’ve ever heard of has some kind of content-marketing strategy. By “almost every,” I refer to estimates of 94 percent of small businesses, around 77 percent of B2Cs and 93 percent of B2Bs.
However, just because most marketers recognize the value of content marketing doesn’t mean they know how to get it right. This is especially true for startups venturing out into new territory with their content efforts. Only around 9 percent of B2B marketers think their efforts are “very effective,” which means that countless companies are trying to figure out what’s gone wrong on the path to success.
If you think you’re doing everything right with your content-marketing efforts, yet you’re still not seeing results for your startup, the following issues could be to blame.
1. You haven’t refined your plan.
If you want to be successful, you need to know exactly what you’re going to do to get from point A to point B. Yet, despite the logic behind building a content-marketing strategy, many startups fail to have any kind of direction in place when they generate content.
Let’s take a look at how you can start developing your strategy:
Start with the KPIs: A good content strategy should begin with goals. Figure out what metrics are important to you in terms of views, traffic, shares, conversions and click-through rates, then track them over the course of several months. Remember, you need to give this effort time if you want informative results.
Adapt and evolve: Once you’ve gathered some information about your KPIs, you should have the information you need to evolve and adapt, based on the things that are working best for your strategy. Anything that’s not having a good impact should get thrown away, while positively performing options should receive greater focus.
Do your part: There are plenty of content-marketing agencies available to hire today, but these companies are about creating the content that you think you need — not coming up with a strategy on your behalf. Even if you’re not writing your own content, you need to create the strategy that your team will implement.
Reason 2: You forgot to promote.
Write blog. Post blog. Done.
A lot of marketers today simply think…