When done correctly, content marketing is one of the most powerful, essential components of an inbound industrial marketing strategy. When done correctly, it will help you grow your pipeline of leads and boost overall revenue. When done correctly, your bottom line will thank you.
But how can you be sure that your content marketing is, in fact, done correctly? And what should you be doing if it isn’t? Here are some signs that your current content marketing strategy isn’t working, along with some suggestions on how to fix these potential problems.
Content Marketing Red Flags
Red Flag #1: Your Lists Are Stagnating
Content marketing is a terrific way to attract new customers, utilizing channels like email marketing, SEO, and PPC. However, if you’re using these tactics without seeing any growth in your contact lists, or if those lists are shrinking, your prospects are simply not engaging with your content.
Red Flag #2: Your Returns Are Diminishing
How do today’s results compare to what was happening when you first started? If things are going downhill, your overall company look, message, or content may be getting stale.
Red Flag #3: Your ROI Is A Big Disappointment
If you’re working with an agency or a freelancer to create your content, the money you’re spending should be coming back to you. If the expense exceeds the business it brings in, however, something is off. After all, the whole point of investing in industrial content marketing is to make more money while growing brand awareness.
Content Marketing Solutions
Solution #1: Take A Fresh Look At Your Customers
Old strategies rarely work in new market conditions. If something has changed in your market, adapt your content to keep it relevant. This includes changes in your buyer personas. You can’t create killer content for an audience you don’t understand. Is your typical customer younger or older than they used to be? Are they more cost-conscious than before? Are they concerned about eco-friendliness and sustainability?
Solution #2: Inventory And Audit Your Content
Odds are you haven’t looked back at your blog posts from 2009. You may have even recycled them without more than a cursory glance. But if you have old material still in circulation, you need to know what your old self was saying, because as far as the reader is concerned, you’re saying it now. This morning, when you reposted that blog from 2009, it made it look like you think the U.S. is still in a recession. Whatever you have floating around out there, no matter how well-written or illuminating it may be, it needs to be relevant in today’s market.
Quality matters, too. Your content should be professionally written and conversational. If you were one of your prospects, would you share the content with a friend? Put that concept to the test. Ask one of your trusted partners to look at your content and share with you their questions, comments, and concerns. Then make use of their feedback to improve your overall content strategy.
Solution #3: Get To Know The Buying Cycle In Detail
Industrial selling isn’t a transactional game. Your buyers go through a long, often complex process before you can seal the deal. Familiarize yourself with that process, and think about what content would help them move along to the next step of their buying journey. This blog post may be helpful here.
Are any of these red flags hitting a little close to home? We can help you get things back on track. Contact the industrial marketing experts at Thomas today to discuss your options.