A great content marketing program can no longer be maintained with good writing alone.
Content shock has created a glut of content that is outpacing demand. Content marketers have to work harder than ever to keep an edge over the competition, or risk starving while a more savvy competitor eats their lunch.
To keep competitors at bay, or to surpass the competition, organizations sometimes forgo the fundamentals of a great content marketing program, and instead focus on new best practices and growth hacks. After all, they don’t want to wait for results. They want them now!
While the latest growth hack may sound like the future of content marketing, more often than not it’s a short-term fix to a long-term problem. Organizations latch onto a hack or a shortcut, only to find their content marketing program in disarray a few months later. It’s something we’ve seen over and over.
Here are just a few signs that a content marketing program is in trouble:
Content marketers struggle to prove the business value of their efforts
No one understands how new visitors move down the marketing funnel to a conversion
The executive team is considering reallocating content marketing budgets
User engagement on content is ver… Read More