- No strategic linkage. What companies are writing, blogging, tweeting and emailing about doesn’t relate to what the market wants, or to their own growth strategy.
- No appeal to the reader. The content isn’t compelling. So people don’t read it and the effort taken to create it is wasted.
- No ability to work on different platforms. The content is produced with a single format in mind. So it is difficult and time consuming to make it ‘fit’ multiple delivery platforms.
- No follow-up. As soon as content is ‘out there’, nobody takes specific responsibility for chasing it up.
- Nobody knows what’s going on. People on the inside of the organization don’t know enough, or anything, about the program of content that’s being produced for them.
- Nobody understands the material. People on the inside are not familiar enough with the messages and the background of the content that’s being produced.
- Nobody can see any point. Success stories of the positive impact of content are not captured or communicated through the organization.
- No ownership. Content stays as ‘stuff’ that Marketing does, often in isolation. Leadership and senior people don’t have a real stake in it. Or, after they have invested time and effort in helping to produce it, there’s no outcome and they feel cheated.
- Nobody measures what really matters. Metrics technology is sophisticated. But it measures ‘traffic’ rather than impact.
- Nobody sets meaningful targets. Content distribution targets are typically volume-based rather than outcomes-driven.
sharing thinking
