Is This Why So Many Content Marketing Campaigns Fail?

Reach Multiply Review has been around since the early 1890's. It thrived in the hey day of radio and it is still thriving today. In fact, the opportunities for a successful content marketing campaign have never been better. That makes it difficult to understand why so many of these campaigns don't succeed, but fail they often do. Two potential linked causes stand out from all the other reasons for failure. I will discus them in this article...
Where are we with... ?
You will not have to be in your company's marketing department for very long before you hear the CEO ask "where are with our Facebook campaign?". The CEO goes on to say that he or she has seen an article in an influential business journal that says Facebook has as many registered users as there are people in India. Just for effect, the CEO, reminds you that is one sixth of the World's population, and ends with a command to quickly get the company on Facebook.
Of course, it need not be Facebook, it could be Twitter, or Pinterest, or a different social media site, but I will continue using Facebook as the example.
Focusing your content marketing on the distribution channel
The CEO has ordered you to focus on Facebook and you beaver away writing posts, creating polls, embedding videos, and trying to get as many likes as you can. Very soon you start to see discreet requests asking you to boost the popularity of your post by paying a fee to the social media site. You have the budget and the boss has decreed it, so you start paying to promote your posts.
Meanwhile, marketing forecasts are being prepared based on an assumed conversion rate of a small part of the huge number of subscribers and mighty impressive the forecasted results look - at least on the CEO's spreadsheet.
A few weeks later your department is asked to explain why the Facebook content marketing campaign was not producing the results suggested by the CEO's spreadsheet.
Analysing why your content marketing campaigned failed
Your company sells a range of products that are designed to appeal to a certain market. Let's say it is a range of premium specialty alcoholic fruit juices aimed at young females in the USA and Canada and which is sold through selected outlets in major towns and cities.

• Men are not going to be consumers of your products, so straightaway, half of your marketing efforts have been to the wrong market.
• Then, you must exclude all those users who are too young to buy your products, that is another big chunk gone.
• You must exclude all those users who do not live in the countries where your product is available.
• You must also exclude all those users who, although living in the USA and Canada, do not live in a major town or city.

What are you left with?
After stripping away all the potential suspects who cannot be your customer, you are left with a description of your ideal customer. She is an affluent urban female. You know these things from the products you sell. They are:

• Targeted at females old enough to purchase alcoholic beverages.
• She can afford to buy premium priced products.
• She lives in a city or major town.

You could go further in developing her persona. Because she is affluent, that means she is in a well paid job. She is likely to be a professional lady, or in a reasonably senior managerial role, or may even be a business owner. You can place he age range quite accurately and that, in addition to her career status, would suggest she is either single of does not yet have dependent children.
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Had you started with a persona of your ideal customer, which of the more than 40 distribution channel or channels would be the most appropriate to use? Based on the example we have been developing, it would be one or more channels that are frequented by your target market. Now you have developed her persona, the places you are likely to meet her are:

• Pinterest, because it is interest based and has a large user base of affluent females in your target age group and target countries;
• Linked In, because it is a social media site frequented by professional and managerial people. Many people in your target market will be members of and visit this site.
• Slideshare, for two reasons. Firstly, it is owned by Linked In; and, secondly because it is used predominantly by professional and managerial people.

You are less likely to meet her in the place to which the CEO directed your efforts.
Why, then, do so many content marketing campaigns fail?
Content marketing is a hot topic. Everyday, it seems, somebody launches the latest "must have" system that does it all for you on auto-pilot. Like the CEO in the above example, the start point for your campaign in these systems is to decide which distribution channel you will use. Where such systems, and so many content marketing campaigns fail, is that they do not know:Reach Multiply Review

• who their ideal customer is; and
• where he or she currently goes to get their content,

so they start the campaign in the wrong place.
Knowing who your customer is and where they get their information from will inform your choice of distribution channel. Furthermore, your content marketing campaign is likely to be successful.

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