61% of consumers say they feel better about and are more likely to buy from a company that delivers custom content- Custom Content Council
To boost up business with content strategy, companies have been doing all sort of gymnastics so as to gain more viewership and transform this viewer into leads. It is observed by a study conducted by Joe Pullizi that 90% of the companies adopt a content strategy and out which only 30% of the companies are successful. The question that pops up now is What about the rest? & Where did they fail?
In regards to this, most of the companies argue that,
I have some wonderful content, in spite of it, why am I not able to gain more leads?
Why “No one cares about my posts”?
Why am I not getting more traffic for my website, when I am making huge noise with huge content?
I have a rich and eye-catching website, a blog full of content and SEO also done. Still, why my content still not noticed?
How do I fascinate and retain customers with content strategy?
What do all other companies do that I do not to be successful?
OLA! Let’s debug the reasons
The above questions require a serious attention, in this process, observing various organizations approach to content strategy and listed below the common dont’s that are leading organizational content strategies to fail:
- Customer satisfaction and confidence over your product/ service is the key. But most of the companies having sales-centric content strategy try to pitch the sales perspective, which irks the customer buying cycle and results in failure of content strategy.
- Most of the content strategist thinks of pushing content across various social platforms as the only content strategy. Doing so keeps you off from the core business objective. Also, this leads to customer dissatisfaction, as the content may not be relevant to the need.
- Often organizations hurry up to create content that is more product and service oriented and push all over. This projects to the world on your lack of knowledge about your target group and showcases that your company is more narrow in terms of abilities.
- Most of the times, your product may sound outstanding to the customers. But your content falls short to showcase on how this product is relevant to his problems/ purposes. This results in failure of content strategy
- Most of the organizations, develop content and circulate across various platforms. But fails to conduct a proper audit on the reach and efficacy of the content, thereby failing to capture leads.
- The content development teams think the content development process as just developing content and something that has nothing to do with branding. This leads to delineation from the organization branding objectives and values, which results in failure of content strategy.
- Marketing teams preassume content as a tool to extract value from the audience, rather than creating/adding up on value for them.
- Organizations often content managers/developers pressurize to yield stupendous results very fast, unlike their software projects, which leads to disastrous results. Organizations have to remember that “Content strategy is a marathon, not a sprint” (stated by Joe Pulizzi).
- Most of the companies’ think, “hire a content developer fill the blog with content, share it on social media and now we are done with the content strategy.” This is the biggest misconception that leads most of the companies to fail in their content strategy.
All the above factors result in failure of the companies even after having a content strategy. This brings out the role of content strategy enabling with in the content strategy framework. The content strategy enabling hold responsible for the following things:
It is to recall that the content becomes the first face of a company and its products. So organizations have to ensure that firm control is exercised on the content strategy cycle with CRM and branding the pivotal points. To have more structured and successful approach to content strategy, it is suggested to have a proper document content strategy which would be a guide post across your content strategy cycle.