I see that many marketing teams got stuck in the same cycle: they believe in content. They are constantly creating. But, they are not just seeing the results they want. Add more that the CEO is asking why the competitor is “suddenly everywhere”.
Oh, and internally, there is no real alignment about who you are talking to, what you are trying to say, or how you are measuring success.
Usually when I get a call.
I’m Divin Red – Former head of Gong and Cleary, now working with B2B marketing teams through his company, Reader. I have helped the brands from M20M to 200m+ Arr, and I have worked with companies such as ideas, materials and flucost to build material engines that run solid pipeline.
When I run the content audit, I’m not just working through the performance dashboards. I am digging what is broken, what is missing, and what to take to convert the material into a real growth.
In this piece, how will I start you about the start of the project, usually the most common mistakes I’m watching, and what teams can do to correct the course.
Why do companies arrive for content audit
Before I start working with clients, a CMO or marketing VP has long been convinced that the content is important. But, they have recently realized that this is no longer something they can take lightly. Tell another way, they know they can’t afford Not Investing in standard content marketing.
In general, some recently went astonishingly wrong, or the CEO said something, “Now is the time we have to collect our work.”
For the second time, they have realized that there is not a growth number they can see confidently and say, “Look, it’s working!” And even more often, it’s a major strategic drama, such as launching new products, especially now with AI.
So the question becomes: How do we get our name and the story of our product there, which makes it clear that we are different from our rivals?
Sometimes, this is just a competitive pressure. LinkedIn, the CEO of his biggest rival, is active. His entire team is posting. It feels like they are taking all attention. So, they start thinking, “We have to do something.”
This is where the design of my content comes, which always starts with the audit. Because if I was stepping into the head of contents in a company, I would do it exactly before publishing a word. I want (and Is required To know:
- What are we doing?
- What is working?
- What not?
- What are our rivals doing, and it seems that what is working for them?
From there, we can create something from their powers, avoid weaknesses, and most importantly, something can create something that really stands.
5 common content marketing errors that I’m looking
I have done many of these audits, and regardless of the company’s size or industry, some errors come repeatedly. The most common and harmful here.
1. You There are many ICPs.
I think the biggest mistake I see is that A lot of Ideal customer personalities.
There is a lot of noise (or insights, depending on how you see it) about how the buying committees are getting bigger and the sales process is more complicated. So, I am watching many marketing teams that result in pressure to market everyone.
One day, it’s CRO. The next day, this is CFO. After that, this sales team is a team. Before you know, you will find five or seven ICPs that you are trying to talk about. But the point here is: You may not have seven “ideal” users. If everything is a priority, there is nothing.
You need to choose one, probably two, and will be preferred accordingly.
The second version of this is: You have only one or two ICPs, but you don’t really understand them. You are not clear how their world looks like, what their real problems are, or how they are trying to solve them.
These are the two biggest challenges: either you have spread too thin, or you’re not going so deep.
2. All your content looks alike.
When I am auditing, I always tell the client to send me recent content, usually the things they consider to be “top performances.” (But honestly, if they were really performing, they probably wouldn’t keep me on job.)
What I have been watching most of the time is the material that is informative, but not entertaining. This is not different. It does not distribute a point of view that has not already been called a hundred times.
And, I think Used to be air Okay Maybe 2022, before Chat GPT and AI, the information was high. You need to provide something to have a real experience, to become a researcher, or say something useful.
But now, the information is everywhere. You can use Chat GPT and really become “expert” in anything. It is no longer enough to have information.
What Is Enough? A unique spin. What is your benefit to this trend? What is the relationship? You See that others don’t? What is the story of your experience that makes it relevant?
So now, the cost of information is low. Relationships become really important. Stories become important. That’s what people will remember. That is why the material is raised.
3. You do not have pillars of strong material.
This is a very common: Most people do not have documentary strategies.
The choice of their title comes. One week, it’s based on product. That is, as long as the CEOs offer them and say, “Hey, our opponent just cast a pod on it. How do we not talk about it?”
So, now you are chasing rivals instead of setting your direction.
And when you play over time – such as, one year’s worth of content – you end up with a calendar that occurs all over. No one will remember for which you stand. No one connects your brand with the same idea.
We all have a longer life than ever and have access to more content. If you remember you are lucky A Talk about your company. If your content is scattered, this never happens.
Instead, you want a guard. This does not mean that you can’t jack the news or jump on trends. But you need to play one bat all year. A drum that points to a basic idea. And, 90 % of your content needs to be stored.
4. Your team lacks the strategy to divide and re -create.
I’m working on this same issue right now.
Someone hired SEO agency. They are making great content. But, what happens next? They post the blog on their website. Corporate LinkedIn posts may be made. Just
So now, they are sitting in a place where people are not actively spending time.
This is not a partition strategy. You have to meet people where they are. Your audience May Go to your website. But, you need to appear on their LinkedIn feeds, inboxes and web circulations.
Otherwise, your team is applying K10K+ the content that is not running traffic, not running the conversion. Ends with great content for you For the sake To be her
Therefore, make time to recreate your biggest hit movies. You spent all this time on the smart framework, solving a great problem. Why? Not Change it to 10 LinkedIn posts? Why not make it on webinar, key notes, or podcast circuits?
We cannot assume, “If we make it, they will come.” We have to be as deliberate about dividing and regenerating as we are about to create.
5. You are focusing on the matrix, but not right.
The biggest differences I see are people who do not think work is connected to business results.
Let’s just take the webs. I will ask, “Why are you doing them? Why do you need to increase the number of registration more than 20 % quarters?”
Do you know your attendance rate? We say it’s 25 %. What is your MQL rate? What is your change rate from MQL opportunities? What is your ACV?
Most marketers do not know that the catchy. So, they just keep working. This means more webiners, more content, more things – without knowing Why? Or what is it driving?
If you are doing a content that doesn’t directly have ROI, okay. But, you need to tie what I call the “CEO slide”.
Every year, the CEO gets up and says, “These are four or five strategic priorities this year.” Full. Tie your content with one of them. Then share what the matrix shows Something The form of effect. Progress over time. A directional shift. Something that says, “It makes a difference.”
How can teams come back to track
If you are trying to solve these issues, I will start.
1. Make an integrated material strategy.
This is the first thing. You need a content strategy that connects all your decision -making in one place. If you are doing and why you do not have a source of truth, you cannot align your team.
It handles a lot. This gives you a way to evaluate focus, explanation and ideas beyond, “Is this sound cool?”
2. Make the content program or channel playbox.
How to make high -impact content each time you should have one step -by -step guide. This includes theory, production, approval, distribution – begin to end. The whole process should map.
That way, once you have a good idea, you are not nobling the wheel. You’ve got a clear way to put it in a permanent and effective way from the idea.
3. Explain your measurement (and own them!).
It should also survive in your content strategy. What are the top three matrix in what you care about? And then, go deep through the channel.
As I mentioned with the webiners, ask, “Looks like success? What is the full chimney of this channel?” If your team does not know it, it gives you the opportunity to learn and develop.
And as the head of marketing or content, this is something you can teach.
Be clear before creating
If you are creating permanently but still not seeing your effects, do not suppose that the answer is more. Return Audit is what is working, fix what is broken, and rebuild carefully.
Once you understand where things are diminishing, you can make smart decisions, reset your team, and eventually start to see the results that your content will have to drive first. And if you need further help, you will know where I have to find.
