A growing number of companies are investing more heavily in content marketing, but not all of their campaigns will deliver the performance they're expecting.

There are a number of reasons content marketing campaigns don't succeed.

Here are six of the most common.

1. You didn't do the research

Content marketers should remember that even though content is ultimately expected to deliver a return on investment, it won't do that if it doesn't deliver value to the target audience.

While some content marketers might assume they know what's of value to the target audience, the best way to identify the best opportunities is to do market research before any content is created.

Market research can take many forms, and marketers should remember that analytics data and data from CRM systems can be a valuable source of worthwhile ideas.

For more on this, read: 

2. The content doesn't align to the objectives

Even great content can fall short when it's not aligned well enough to a campaign's objectives.

For example, if a company is aiming to generate leads for a new service but its snazzy infographic is only modestly relevant to the target audience, it might not see the desired results because it won't capture attention from the right people.

For more on this, read:

3. The content isn't compelling

The web is awash in content, and more and more companies have adopted content marketing, so it can be difficult for brands to stand out.

If content isn't interesting, informative or insightful, a campaign isn't likely to deliver on its objectives. It's that simple.

For some inspiration on your content marketing efforts, check out these other posts:

4. The presentation is lacking

Content experience matters.

Making the right presentation decisions – delivery format (eg. web page versus infographic versus whitepaper PDF), typography, use of graphics and video, etc. – is critical, as is ensuring that the final product is professional if not highly-polished.

Econsultancy's own Periodic Table of Content Marketing will help choose which content format to use.

It's also a good example of how presentation can bring a potentially dry topic to life (even if we do say so ourselves).

5. The distribution strategy is wrong

Even the best content doesn't distribute itself.

Having the right content distribution strategy can mean the difference between content reaching the right people or not.

While social media is often a potent distribution channel for content marketers, successful campaigns, particularly in B2B markets, frequently rely on other channels.

This can include owned channels like company websites and mailing lists.

6. Quantity is prioritized over quality

While content marketing teams may feel good about their ability to produce content in large volumes, quantity doesn't guarantee results.

This is something Chris Sheen, Head of Marketing at SaleCycle, explained in a post about why 80% of his company's content failed.

Patricio Robles

Published 22 April, 2016 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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