Is Your Company's Content Marketing Delivering Profits?

MAKING CONTENT WORK FOR YOUR BRAND

When it comes to content marketing, the reality is that companies are doing more online marketing activities and getting less results. That is not a pretty picture and it is a strong signal that your marketing strategy and implementation is at fault.

Most marketers don't have the advantage of cutting-edge strategy; it perpetually lags behind how their customers and prospects are actually using the Internet and Mobile to find their products and services.

As a result, most marketers are spending more money, employing more tactics and creating greater volumes of content across multiple channels than ever before. But despite that investment and effort (according to a study by MarketingProfs and the Content Marketing Institute), only 36 percent of businesses believe their content marketing is effective.
How can you reverse this breakdown?

At Promise Productions visual marketing communications, we believe the problem begins when there is a misalignment between the content within content marketing vehicles and the strategic messaging that defines your business.

With large volumes of content created by numerous people with the company and spread across wildly divergent mediums, it's easy for the most important, strategically aligned messages to get lost. That means your marketing is no longer integrated; it is chaotic.

When this happens, your content intended as "content marketing" degrades into "free advice" — and spending precious budgets to dispense free advice that doesn't help you accomplish your content marketing or business goals.

We a Promise Productions also often another breakdown: companies that think they will win the content marketing war by overwhelming the competition with massive amounts of content (low-quality content, usually).

By focusing too heavily on volume, many marketers employ an "everything but the kitchen sink" approach of content creation. They seem to believe that if they create a plethora of case studies, white papers, printed collateral, tweets, social media posts, etc., something will eventually "stick."

We've found that a smarter approach is to focus on engagement rather than volume. By "engagement" we mean, focusing instead on the conversations customers and prospects are already having, and where they are having them, jumping into those conversations with replies, answers, and demonstrating willingness to help the prospect get closer to their solution. We believe this is a much more effective strategy that will lead marketing teams to create quality content that delivers measurable ROI.

If you would like a better marketing strategy and approach to attracting your best business prospects, call Promise Productions at 877-858-0071.