Thursday, June 29, 2017

5 Reasons Your Content Stinks

Only 6% of B2B marketers say they're "sophisticated" content marketers, according to Content Marketing Institute.

The rest worry their content stinks.

Content can stink for 5 reasons, says Alicia Esposito of Content4Demand:

Your copy stinks. Is your copy clear, concise and captivating? Or foggy, flowery and forgettable? I often see content marketing misfires mostly attributable to poor writing. The substance is great; how it's conveyed, anything but.

Your design stinks. Is your content engaging? Or merely an eyesore? Don't underestimate the importance layout, colors and images have in lead generation.

Your promotion stinks. You can’t just hit "publish" and expect leads. "Content needs to be supported by a multi-channel promotional strategy that includes email, social, digital advertising and other tactics," Esposito says.

Your choice of channels stinks. You also have to pick the right channels to amplify your content. Maybe your target audience prefers LinkedIn over Twitter, or your industry's trade magazine over The Wall Street Journal. "It’s not just about promoting your content to as many people as possible," Esposito says, "it’s about promoting your content to the right people."

Your UX stinks. Is your content swiftly and easily navigated? Or do you often send audiences down a rabbit hole? Don't let things like misleading images, hidden calls to action, and broken links frustrate prospects.

Before you rip and replace your content, figure out why it stinks.

"There are a lot of factors that influence your content’s results," Esposito says, "and there are a few questions you can ask to ensure you’ve covered all your bases before you go back to the drawing board."
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