The communication strategy is wrong
Posted: Sun Feb 02, 2025 6:52 am
The positioning is clear, the product is great. But the blog still doesn't lure customers out from behind their monitors? Then perhaps expectations of the content's sales power are too high. Content marketing is part of overall communication. It doesn't replace it. A blog is also not a "stupid sales funnel," as you can read in this interview .
In order to get the right content together and reach the target group, you not only need a content strategy, an editorial concept and employees who can implement it. The overall communication also has to be right.
Approach to the solution: When was the last time your company reviewed and revised its entire communications strategy? If you don't know the answer, then it's probably high time to do so.
Mistake #3: You don’t know your customers
Marketing cannot be based on assumptions or personal preferences linkedin data of those who carry it out. It needs facts, monitoring, market and opinion research. Do you actually talk to your customers and prospects? Do you participate in conversations on social networks? Do you conduct market research?
Solution: Have you described marketing personas or typical customer and referrer profiles? If none of these apply, then you should change that as soon as possible .
Mistake No. 4: The content strategy is not well thought out
“Not well thought out” is often, well, an understatement. Many companies that produce masses of content still have nothing that could rightly be called a content strategy. Before the content comes the structures and goals of the company, then the communication strategy, then the content strategy, and only then the implementation in content marketing.
In order to get the right content together and reach the target group, you not only need a content strategy, an editorial concept and employees who can implement it. The overall communication also has to be right.
Approach to the solution: When was the last time your company reviewed and revised its entire communications strategy? If you don't know the answer, then it's probably high time to do so.
Mistake #3: You don’t know your customers
Marketing cannot be based on assumptions or personal preferences linkedin data of those who carry it out. It needs facts, monitoring, market and opinion research. Do you actually talk to your customers and prospects? Do you participate in conversations on social networks? Do you conduct market research?
Solution: Have you described marketing personas or typical customer and referrer profiles? If none of these apply, then you should change that as soon as possible .
Mistake No. 4: The content strategy is not well thought out
“Not well thought out” is often, well, an understatement. Many companies that produce masses of content still have nothing that could rightly be called a content strategy. Before the content comes the structures and goals of the company, then the communication strategy, then the content strategy, and only then the implementation in content marketing.