Why Your Content Marketing Strategy Isn't Working
BY Aaron Aders
Here's what doesn't work and here are tips and strategic models in content marketing that do.
The Altimeter Group recently surveyed 78 subjects from enterprise brands, marketing agencies and content service providers to discover trends in content strategy models and content marketing tactics for the enterprise space. Here are a few highlights from the Altimeter Group Slideshare Presentation, the entirety of which is embedded at the end of this article.
Scaling Content is the No. 1 Challenge
According to the survey, the average organization is responsible for meeting the content demands of an average of 178 social media properties, in addition to owned media properties and events. Respondents reported that it's difficult not only to satisfy the large volume of content, but also to keep up with the technical requirements related to design, user experience, production and technology. These goals cannot be achieved with a content creation plan that consists primarily of hiring a journalist.
Enterprise Content Responsibility is Siloed
Attempts to satisfy the problem of creating content at scale has led brands to demand content from almost every business unit. This has led to a fragmented strategy that results in wide variations in voice, tone, brand, messaging and customer experience. This issue in particular has led to the conclusion that brands must organize and prepare for content to satisfy demand and maintain brand standards.
Content Development Delegation to the Untrained and Inexperienced
Most organizations in the study delegated content marketing tasks to current employees who are busy and not trained or experienced in content marketing. These employees also lack strategic oversight or incentives to create content that meets brand standards. This continues to happen, even as content marketing budgets are increased every year.
The Essential Elements for Enterprise Content Marketing
The survey uncovered seven essential areas of focus that enterprise organizations must maintain to satisfy quality content development at scale.
Centralized strategic alignment of processes, objectives, tools, technologies, staff and partners.
Executive or governing body accountability to content initiatives.
Provide staff members with the proper training and tools to get the job done effectively and professionally.
The managing authority must continually measure and report on KPIs meaningful to content marketing goals.
Maintain regular content audits to track content outlets, maintain strategic cohesiveness and avoid duplication.
Unified Guidelines and Playbooks
Maintain editorial calendars, workflows, content governance and brand style guidelines to maintain voice, tone and messaging that is relevant to target personas.
A strong educational effort must be made to bring employees up to speed, as most employees who are expected to contribute to content development have little or no experience in this area.
The remainder of the slide deck explores various organizational models for content orchestration. These models, taken from survey respondents' organizations, can provide anecdotes and strategic insights helpful to shaping an enterprise content marketing strategy. A recommendations checklist is also provided to help guide enterprise marketers through the various components that will ultimately set the stage for success. You can also find content creation tips & guidelines in the Enterprise Blog Optimization Guide.
Using the concepts and ideas in this slide deck can help you and your organization produce shareable and engaging content--and for the enterprise, engagement is essential.
AARON ADERS: Aaron is co-founder of DigitalRelevance™, a national leader in earned media and inbound marketing services. Building on more than a decade of Internet marketing experience, Aaron steers the strategic vision behind DigitalRelevance market research and collateral. @drelevance