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The One Thing Standing Between You and Content Marketing Success?
Bruce McDuffie / Content Marketing Institute / March 2014
Surveys (including those in CMI’s Benchmarks, Budgets and Trends yearly series) generally agree that approximately 90 percent of marketers are using content marketing in one form or another. Surveys also generally agree that only about 40 percent feel their content marketing efforts are effective — and only about 10 percent of marketers feel their content marketing efforts are very effective. There must be a lot of frustrated marketers out there when it comes to using content marketing strategies to grow revenue.
Although there may be many reasons for ineffective content marketing, I contend that there is one mistake that practitioners make that keeps them from producing successful content marketing. In fact, it’s one I think we all make at some point in our content marketing journey — and one that some marketers continue to make year after year.
The good news is, it’s easy to fix. Fix this one mistake and you, too, will become a member of the exclusive “very effective” group of content marketers.
The mistake? The only topic your content talks about is you — your company, your products, or your services.
Don’t get me wrong, I’m not saying that you should never create content about your business or its offerings. You need product-specific content for those prospective customers in the latter 30 percent of their buying process (or lower funnel, if you prefer). Spec sheets, application notes, case studies, and testimonials play an important role in the latter stages of the buying decision process. Most firms already have plenty of this type of content, and use it wisely.