After being a business owner for 25 years I tend to approach marketing from that perspective. Which means that marketing is not an outlet for my creative energies, it’s a systematic part of the overall business operation and must return a measurable Return On Investment (ROI).
Marketing that does not return an ROI is a waste of money. Marketing that does return an ROI is a cash machine, churning out profits and fueling the growth of a business.
So what’s this got to do with “content marketing”?
Let’s look at the definition of content marketing according to the Content Marketing Institute.
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
If content marketing is done correctly, it results in a steady stream of visitors coming to your websites and landing pages. You now have roughly 3 seconds to give them a reason to stay. That means you must have an incredibly clear marketing message that immediately communicates who you are and what problem you solve.
Does your website do that? Very few do…
Can your sales people do that if they are talking with a prospect? Very few do…
I believe that at least 90% of content marketing is a waste of money because there is no clear marketing message that helps create the “profitable customer action” referred to in the definition.
Plus, the vast majority of content produced is focused on the product/solution instead of being focused on the customer’s problems and their journey. This type of content marketing is referred to as “product driven” instead of being “customer driven” like it should be.
The goal of marketing has always been to facilitate the buying process. To help your prospect come to the conclusion that you are the best solution for them regardless of price. But you have to always keep in mind that the customer is in charge of buying process.
Good content marketing should help overcome every objection in the mind of the prospect. It should address every “No” and turn it into a “Yes” as shown below.
If your content marketing does not do that then I’m sorry….it’s a waste of your money.
Click here to learn about the Customer Driven approach to Content Marketing (hint…it results in an ROI)