This risk gives content marketing a bad name.
Here, in no particular order, are 34 reasons content marketing campaigns fail:
1. Content is designed without specific buyer personas in mind.
2. Someone underestimates the resources needed to create the content.
3. No one gives enough thought to the architecture—a.k.a. “the system”—that will be built to create, harvest, disseminate, measure, and analyze the content.
4. Content is produced without an eye toward where it fits in the buying process.
5. Not enough content is created.
6. The campaign launches without a listening strategy or listening post.
7. The target market finds the content overly self-promotional.
8. Originality leaves the building.
9. The content creators don’t know/care about/understand the target buyer persona(s).
10. Content is produced for only one stage of the sales funnel.
11. Dissemination of the content happens at the wrong time.
12. Shareability is a problem.