Almost every business claims to have a content marketing program. But modern content marketing is not simply a matter of slapping up content as a part of your marketing program. Real content marketing is a modern thing, catalyzed by a combination of social technology, business analytics and the changing needs of customers.
A real content marketing program is developed in concert with the needs of both sales and marketing. It acts both as education and to generate leads. It should be interactive. And smart content marketers figure out ways to solicit ideas for content from the customers and from outside the business.
There are many ways to successfully operate a content marketing program. But, more often, businesses become ensnared by common pitfalls and their content marketing efforts fail to produce. Here are the six most common failures of content marketing – as a content marketer myself, I’ve seen each of them debilitate otherwise promising programs.
Via Russ Merz, Ph.D.