Why Content Marketing Keeps Failing...Again and Again
Marcus Sheridan
One of the most engaging keynote speakers on the planet—I create experiences that change how businesses sell, connect, and win | Bestselling Author of They Ask, You Answer | Serial Entrepreneur | Master Storyteller
Over the past decade, I’d estimate that I’ve had at least 1000 companies tell me in some form that “content marketing didn’t work for us.”
At first, when I heard such a statement, I’d ask a litany of “checklist-style” questions that would generally indicate they had missed or “skipped” a few critical steps.
But, eventually, I started just asking one question:
What framework did you follow with your content marketing?
As you might imagine, the answer was always the same:
“Framework??”
In other words, for this company (or the agency that was working for them), there was no framework.
They understood what content marketing was.
They had a sense of its purpose.
But they had NO idea as to how to actually DO it.
Where to start.
What to focus on.
How to prioritize.
The role of marketing.
The role of sales.
The role of leadership.
You get the point.
And because they didn’t “get” these things, they failed.
Thus, the need for a “framework.”
If you look around at some of the most successful business strategies and systems today, they all have frameworks.
EOS.
Scaling Up.
Profit First.
领英推荐
Storybrand.
The Challenger Sale.
All frameworks.
All of them work.
And why do they work?
Because they bring order to chaos.
Clarity to confusion.
Priority to uncertainty.
It is for this reason that They Ask, You Answer has built such a following with companies and marketing agencies around the world.
It has become the definitive “framework” for content strategy for what is now hundreds of thousands of organizations globally.
These folks know where to start with their content strategy.
They know the role of Leadership.
They know the role of Sales.
They know the role (and ideal make-up) of the Marketing department.
They know where to focus.
And they know what NOT to do as well.
Because of this, the case studies just keep pouring in.
And for me as the unsuspecting author, all I can do is sit back and smile.
Really, watching the results has been one of the utter joys of my life.
So my simple question for you as we start this new week is this:
What’s your content framework?
Because if you're feeling lost, or frustrated with your lack of results, knowing the answer to this question is likely the missing piece to your content puzzle.
It’s only coffee, but you’re worth it
2 年We all need a framework to start from! “Learn the recipe first, then you can be creative”
? Email & Content Marketing Strategist ?? Multiple Amazon Best Selling Author ? Speaker, Trainer ?? Award-winning content creator?? Resources ??meerakothand.com/linkedin
2 年Great insight and share, Marcus! I think you're onto something here!
Chief Truth Teller @ Mortgage Marketing Institute | Mortgage Marketing, Branding
2 年How do we develop and evolve our framework Marcus Sheridan?
Inc. 5000 Co-Founder @ beaconmm.com| Marketer of the Year | Speaker-Author I Scaling Mental Health Clinics and Specialized Businesses across America ?? utilizing proven digital marketing plans
2 年Well said! Thank you for your consistent powerful message and providing a fantastic framework!
Interior Consultant at NP Soft Furnishings.
2 年I love what you have said here and I think it is high time I revisited a few of those books!