The Ugly Side of Content Marketing

September 20, 2020

Most content marketing strategies promise the magic result, but the reality is we all get stuck, that's why here are some pointers on where you can easily get stuck along your journey

  • Your traffic and content are not balanced. This means you have either great content and bad traffic or great traffic and bad content. Imagine you produced an amazing piece of content, but no one wants to download it. Well, maybe the traffic you are driving to your landing page is not the right audience. Make sure you can test this through analytics but also manual testing, it takes time, but it's essential
  • Everything we spoke about works. It's been done millions of times by companies all over the world otherwise none of these softwares we discussed would have a reason for existence, but it doesn't mean the solution is in the concept alone. You will need to find your version of this process to make it work; by understanding the fundamentals, you can make it happen
  • My personal problem is also that I want stuff quick, and it can be hard to wait for results, but in this case it's really a long term strategy that needs some time to adjust and get right. Just don't mistake waiting with actual waiting, waiting means to measure and adjust while you wait.
  • Don't forget about the follow up. I was running an amazing lead generation campaign for over one year, high quality leads for around 5 dollars a pop. But no sales. Why? Because no-one followed up with the leads. Once we started doing this (and allocating the respective resources) we started closing deals.

Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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