Why are we no good at Content Marketing?

  • Content Marketing is now one of the key tools that IT marketing professionals have available to reach out and engage with customers.

    So it’s no surprise that research from the Content Marketing Institute found that 88% of B2B marketers say they are already using Content Marketing. That’s the good news. The bad news is that only a third think they are effective at it.

    The honest assessment is that Content Marketing is still a (relatively) immature discipline. We are still learning and developing. The Content Marketing Institute research describes a technique in its second phase. We have passed the initial understanding of what benefits can be achieved and we are now focusing on what is effective.

    The answer to that question is far from simple and will be different for each individual organisation and set of customers. Yet, it is essential that we continue to improve the development of engaging content and the measurement of its performance.

    At The Garret, we define Content Marketing - tongue in cheek – as a game of cat and mouse. Customers have become as adept at ignoring your content as they have become blind to advertising or email. So, you need to find better and more innovative ways to present content that they are willing to give their time to consume.

    Content Marketing – like many other techniques – has developed, at least in part, as a means to break through the clutter and noise. Inevitably, it has ended up creating its own clutter and noise. The frightening thing is how quickly we’ve reached that point.

    With all this said, effective Content Marketing is still a highly important way to begin communication with customers on their own particular buyer journey. It recognises that customers will spend more time at the earlier stage of the journey than any other.

    After all, most of the time consumers don’t know they have a need because we don’t. The role of the IT marketer is still to begin the process of strong brand associations that will help guide customers when they do have a need.

    That is the real strength of Content Marketing.