Corporate content marketing: how to improve your strategy’s effectiveness
Corporate content marketing has failed to meet business expectations, according to analysts at MarketingProfs. Following a professional survey, they found that the majority of respondents were dissatisfied with the results of their content marketing strategy. The reason for this is the difficulties they face in completing the job.
One of the main problems with corporate content marketing is the lack of clear objectives. According to 47% of respondents, this is the reason for the strategy’s ineffectiveness. Other challenges identified in the research include:
– a non-data-driven approach, which failed to meet the expectations of 45% of professionals;
– a disconnect between tactics and customer experience, cited by 45% of respondents;
– ineffective audience research, cited by 34% of respondents;
– reducing the quality of content to increase its quantity, cited by 26% of professionals.
Another important factor in marketing performance is communication between departments. This is particularly true in large companies with complex organisational structures. In the B2B sector, experts highlight the lack of resources as a common problem. Often, management budget cuts reduce the strategy’s effectiveness.
Importance of content quality
Quality content plays a key role in successful advertising and capturing the attention of target audiences. In a highly competitive environment, it is becoming increasingly difficult for companies to stand out from the crowd. Therefore, it is important to look for new approaches and it is the quality of the content that helps to attract attention. Marketers identify several conditions for success:
– the right format for the call to action;
– providing useful and interesting information to the target audience;
– differentiation of content;
– publication consistency.
In addition, it is important to consider the significance of content optimisation for SEO. This helps to attract organic traffic from search engines.
The effectiveness of a content marketing strategy depends on the right choice and use of metrics. Regularly tracking results allows you to evaluate the efficiency of the actions taken. It also provides an opportunity for experts to make timely changes to the strategy in the event of a decline in performance.
Don’t underestimate innovation and neglect digital solutions. Automation and artificial intelligence can significantly improve promotional approaches. Moreover, technology frees professionals from routine tasks, enabling them to be more creative.
Artificial intelligence is playing an increasingly prominent role in content creation. It can be a useful tool for generating ideas for publications. However, it is essential to remember that AI is not yet fully capable of creating highly emotional content. Humans must monitor and complement the AI’s output.