The verdict is in. Content marketing works. Data from Hubspot indicates that companies that blog more frequently get more leads AND those leads are higher quality than ‘outbound’ marketing leads.
Higher quality and more. We like that.
Our experience at LogMyCalls indicates the same thing. Since we started blogging 3 times each day our traffic is up and our lead count is higher.
So why don’t more companies succeed at content marketing?
1) Because it is hard
If effective content marketing was easy, everyone would do it. Everyone doesn’t do it because it is hard. It is hard to create unique content every single day, after day, after day, after day, after day.
It is very hard to create GOOD unique content every single day, after day, after day, after day.
It is hard for large companies to succeed at content marketing because of red tape. It is hard for small companies to succeed at content marketing because they don’t have the resources to produce it.
2) Because they don’t know what to do
Many marketers simply don’t know how to start content marketing. They don’t know how to begin. Should they start a blog? What social media platforms are important? What about YouTube? What about webinars and infographics?
Content marketing is confusing and challenging.
Most marketers don’t know where to start.
Most critically though, they don’t know what to write about. How is an automotive dealership supposed to write one unique blog a day (or even a week)? How is a local restaurant supposed to produce new videos for YouTube on a regular basis? Where do you come up with stuff to write about?
3) They don’t have the skills to do it
Even if the two problems we’ve discussed were solved–even if companies pushed through the difficulty of content marketing and they knew what to do–having the skills to actually do content marketing is another thing.
There aren’t very many people that can do their regular job and produce unique content on a regular basis.
There just aren’t.
There aren’t very many people that can produce multiple blogs on a weekly (or daily) basis.
And what about videos? Do you know how to shoot and edit useful videos and make them look pretty?
Not many people do.
Let’s Fix It!
This blog was kind of depressing. We focused on problems…reasons for failure.
In the next few days we are going to focus on solutions.How can every business, small and great, succeed at content marketing? We’re going to ask content marketing experts for their advice, and we’re going to put our two cents in as well.
Why Does a Call Tracking Company Care About Content Marketing?
Well, we care about it because we want marketers everywhere to succeed. AND, because content marketing drives people to your site, those people will call you. When you get calls, you need call tracking.
We’re not entirely altruistic 🙂
