Only 42% of B2B and 34% of B2C content marketers in North America consider themselves to be effective. Now, if that was a batting average, we’d be all-stars, but . . . It’s downright scary that marketers are failing and flailing at their content marketing. Why is that the case? Here are 13 chilling reasons why (and quick tips for how to fix them)! Enjoy!

2. Only 42% of B2B and 34% of B2C
content marketers in North America
consider themselves to be effective.
Now, if that was a batting average, we’d be all-stars, but . . .
It’s downright scary that marketers are failing and flailing at their
content marketing. Why is that the case? Here are 13 chilling reasons why
(and quick tips for how to fix them).

3. Reason 1:
Your content is
all about you
The more you talk about your products
and services in your content, the less it will
travel. Realize that your customers don’t
care about your products or services, but
they care about themselves.
Quick tip:for your core audience
Create content
that supports your mission statement.
This intersection between audience and
mission is your sweet spot.

4. Reason 2:
Your fear of
failing paralyzes
What would you try with your content
marketing if you gave yourself permission
to fail?
Quick attip: 10% of your time
Set aside least
to experiment.

5. Reason 3:
You’re setting the
bar too low
Is your content different than what others
in your industry are offering? Are you truly
best of breed in your niche?
Quick better content, not more content.
tip:
Focus on

6. Reason 4:
You’re not
sourcing correctly
What is the part of your content marketing
process you struggle with the most?
Quick tip: should try to bring in
This is where you
some outside expertise, from a dedicated
agency, or outsourcing service, or other
external resources.

7. Reason 5:
You operate in silos
Look at your website and key social
channels. Does it look like these are
coming from the same company? Is there
a consistent story? Do you even know
what your other departments are doing?
Quicka corporate storyline and share it
tip:
Develop
with the key marketers / communication
professionals in your organization. Assign
content ambassadors for each silo.

8. Reason 6:
You don’t seek
out discomfort
When was the last time you tried
something that made you nervous
(in a good way)?
Quick tip:explained at Content
As Don Schultz
Marketing World, great content
challenges, entertains, or provides
expertise. Chances are your content is
missing the mark on at least one of
these, if not all three.

9. Reason 7:
You don’t have
calls to action
If someone engaged in your content,
would they know what to do next?
Quick tip: in calls to action,
If you need to build
start with those pages, posts, and assets
that get the most traffic (even if they
are older).

10. Reason 8:
You aren't
excelling at any
given channel
Yes, we have many channels…but is there
one channel that you own? Is this one
channel “Must-See TV”?
Quickone channel to serve as the
tip:
Choose
centerpiece of your content marketing
strategy.

11. Reason 9:
The content role
isn’t owned
Who in your organization owns your
content marketing strategy? Those who
have someone who oversees content
marketing are more effective.
Quick tip: own content in
If someone doesn’t
your organization, no one is accountable
for it. Assign someone as your content
champion.

12. Reason 10:
Your C-Level
doesn’t buy in
Is one of your biggest challenges getting
support from management? If so, that is
where you need to prioritize your efforts.
(Organizations without C-level buy-in are three
times more likely to fail at content marketing.)
Quick tip: marketing plan as a
Present your content
pilot program (6 months should do it) and set
agreed-upon metrics, and you will likely see
key decision makers put their guard down.

13. Reason 11:
You are not
niche enough
In what business area is your content
the go-to informational resource?
Quick tip: that is both meaningful
Pick a topic area
to your business and that you can
dominate, then create content around
that subject. Go small to go big.

14. Reason 12:
Your team is
too slow
As much as we hate to say it, speed beats
perfection in most cases.
Quick tip:
Figure out a streamlined process for
your storytelling. Also consider what you
are doing that is not in support of your key
goals. Is there anything you can
stop doing?

15. Reason 13:
You execute
inconsistently
What promise can you make to your
customers (daily? weekly? monthly?)?
You need to have a schedule and stick to it.
Quick unsure how often you may be
tip:
If you are
able to deliver, commit to a schedule you
can handle, and then increase frequency
from there.

16. Don’t be afraid any longer!
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