In this episode, Christina delves into the critical topic of content marketing, addressing why many businesses struggle to see results from their efforts. Drawing from her recent blog post, "Why Content Marketing Isn't Working and How to Fix It," she emphasizes the importance of having a clear content strategy aligned with business goals. Christina discusses common pitfalls, such as creating content for the sake of consistency and over-reliance on AI tools, which can dilute the human touch in marketing. She offers actionable insights on setting clear objectives, understanding the target audience, maintaining consistent messaging, and diversifying content formats.

KEY TAKEAWAYS

• Content marketing without a clear strategy is likely to fail. It's essential to align content creation with business goals and audience needs to avoid creating content for the sake of it.

• Utilizing a mix of content formats—such as blogs, videos, podcasts, and infographics—can help reach different segments of the audience and keep the messaging fresh and engaging.

• Outsourcing can be a valuable strategy for businesses that struggle with content creation. It allows access to expertise and creative insights, freeing up time to focus on core business activities.

• Establishing specific objectives for content marketing efforts and regularly measuring performance is crucial. This helps identify what resonates with the audience and allows for optimization of future content.

• Maintaining consistent messaging across all platforms is vital for building brand recognition and trust. Businesses should focus on a few core messages that clearly communicate their value and address audience pain points.

BEST MOMENTS

"Content marketing without a strategy is essentially a recipe for failure."

"If you are just putting content out there to tick those boxes, then it ends up becoming a bit scattergun."

"Outsourcing allows you to access people like me, the people that are in this every day, seeing what works, what doesn't."

"Every bit of content should serve a purpose. It should be intentional."

"Content marketing isn't working for many businesses because they're focusing on producing content, not the strategy behind it."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

https://twitter.com/christinamc80?lang=en-gb

https://www.green-umbrella.biz/

https://www.linkedin.com/in/christinarobinson2/?originalSubdomain=uk

HOST BIO

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player. For small businesses, the tools are just as accessible – you just need to know how to use them!