Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.
Content Marketing Planning
Since the introduction of social media, continuous advances in technologies the past decade and the challenging economic climate, many marketers are forgetting or choosing to ignore the importance of some very foundational content marketing and marketing 101 practices.
For many leaders it is easier to focus on the technology and the tactics. The one common thing that is found, is that many are focusing on the easy part first. They focus on setting up the Twitter account, Facebook page, Instagram account, LinkedIn profile and company page.
Many business leaders find that, after reading 1000′s of blog posts, investing in social media training, digging into the details of the technical specifics for a year or more, they still struggle with how to connect with their audience and achieve real results integrating social media into their business.
Achieving an ROI using social media is not a given or guaranteed. You must invest time, resources and properly plan. Align social to business goals where it can have the most positive impact.
Every day we hear clients telling that they have “tried everything but still have no results.” Well, this is often because they didn’t set goals in the first place, don’t know their audience and have thrown everything including the kitchen sink into their execution strategy.
The main reason behind this "failure" is that they lack focus and direction. Many are focusing on social media buzz as they don’t know how to deliver the social media bucks! They are chasing random acts of marketing (RAMs) and they wonder why they end up with random results.
And of course, many at the end of the day don't really know their audience, what it takes to inspire them, to help them, to educate and empower them. Not knowing your audience, it makes it hard or even impossible to reach them properly. Knowing your audience and "prospect" customers is a necessity today not an option.