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      • Enrollment Opportunity: Under-served Segments
      • Why Colleges Are Failing to Achieve Adult Enrollment Goals
      • 01
      • 02
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Tips for Building Affordable, Effective Marketing Research Program
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
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        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
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        • How to Lower New Student Acquisition Costs
      • 06
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        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
        • Top Benefits You Enjoy From a Mystery Shopper Audit
      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
        • Content Marketing Success
        • Why You Can't Afford to Pass on a Retention Audit
      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
      • Direct Marketing Planning
      • How Many Leads Do Our Sales Executives Need?
      • The Drones Are Coming!
      • Advantages of Direct Marketing
      • Student Retention Tips for 2016
      • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
      • New Study Identifies Opportunities to Improve Student Recruitment
      • 6 Tips to Improve Your College's Content Marketing Performance
      • Lead Flow Planning - Getting It Right

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Archive

2019

  • May

Content Marketing: It's a Mess

Mar 24, 2016

Content marketing – it’s a mess.  And it needs to be cleaned up for better performance.

Only 19% of marketing leaders feel they have clear objectives established when creating new content assets.

While 53% say they spend more time on the operational details of managing content than on strategically aligning their daily marketing efforts to a bigger picture.

That first little factoid darn near knocked me out of my chair this morning.  The second one brought back a flood of memories – all of  the “marketing directors” and “vice president of marketing” that I have met and worked with over the years, micromanaging projects because they are writers, designers and project managers rather than real marketing directors and vice presidents of marketing.

What’s the difference?

 

The first group are more comfortable and at ease creating content – the second group is more comfortable and at ease at understanding their audience which allows them to focus on more effective ways to deliver the right message and offer at the right time via the right channel in order to produce the right action step.

And these factoids tell me that the first group is out there because marketers are searching for ways to reduce the cost of a sale.

92% say the volume of the content their organizations are producing is higher than it was two years ago, and 83% expect the volume to continue to increase in the next two years.

Half of all marketing leaders surveyed say they currently have more content than they can effectively manage.

How to stop the madness and enjoy greater content marketing success

Content Marketing 2017.pngClick to download this free eBook

As Dudley Stevenson, and I mapped out in our new eBook, Content Marketing: Doing it Right, you need to have a very clear plan so that you are creating what you need for specific audiences at specific times in their decision making process.

Unfortunately, too many are focused on “…what do we need to create now…” rather than “…what do we need to communicate with this audience at this point in the relationship…” followed by “…and do we already have something that fits that need or does this require something new…”

The goal isn’t to turn “marketing” into a “publishing or media” function – it’s to make sure that your business or organization or institution is effectively communicating your unique value to them in the proper, most effective way at that specific stage in their decision making process.

This requires an intimate level of insight into your target audience – an audience that is changing from Boomers and GenX to Millennials and Generation Z.  And remember that there are unique segments within these generations – some Millennials are married with kids and some are just finishing college.

The other key requirement is to test and track so you can see what effort is bringing you closer to the goals and objectives of the business – which are typically sales, profits, market share and not ‘Likes’ and ‘Retweets’ and ‘Followers’.

To find out more about doing content marketing (or as we used to say marketing communications and marketing collateral) the right way, download our free eBook that goes into far more detail about how to develop a content marketing strategy, plan and program that works, meaning is cost effective and produces the desired results, which for those of us in the business of selling, meaning generating increased revenues and profits.



Tags: Content Marketing
Category: Content Marketing

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Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


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