Content CreationResearch and Insights

Why Your Awesome Content Doesn’t Accomplish Anything

By August 4, 2015 No Comments

I’m a content marketer. You’re a content marketer. We think we’re pretty smart. Are we?

We’re certainly working hard to accomplish the things that make our marketing content smart: Greater authority. Lower marketing costs. Traffic generation. Lead nurturing. Sales. Advocacy. I suppose I’m preaching to the choir.

But still, as dedicated as we are, so many B2B marketers are either striking out or racking up very low batting averages. What gives?

We won’t be able to pin all our problems on a singular shortcoming. However, as we dig deeper into sizable enterprises producing oodles of content, we do tend to uncover a very common problem:

People Don’t Know Where to Find the Content They Need

where is the marketing content

Nod if this sounds familiar. Various people in your company contribute to the process—some here, some there. Not everyone’s on the same page and systems are scattered about. Nerdy marketers (like us) often use the word “silos” to describe it.

Whatever you want to call it, the result becomes a tricky, counter-productive accessibility problem. Or nightmare.

65% of content goes unused

Pardon me if you’ve heard this before, but content works when it’s delivered to the right people at the right time. Otherwise (please brace yourself for another cliché) you get that tree falling in a forest thing. Your killer content makes no noise.

The Marketing Content X-Factor

scott abel on content repositories

Can we all give my friend Scott a big amen?

The solution may not seem as simple and obvious as we’d like, but the challenge is: marketers and salespeople across your organization must be able to quickly find what they need. It’s the new X-factor.

Let’s Get ARTistic

In case you’re weary of the numerous metaphors I’ve slung around thus far, I shall now switch to an acronym: ART.

See, in order to figure out these technical conundrums that confound serious content marketers like you, the code-happy Kaposters devise simple solutions.

For this go-round, we concluded that if the problem is lacking the ability to find the piece or collection of content that will best serve the customer’s need, then the solution is creating a place to do just that, electronically speaking.

We identified three ways it could best perform its job:

A. Accessible. You and everyone else in your enterprise need fast and easy access to content.

R. Relevant. With a few select keystrokes you should be able to identify the most relevant content.

T. Trackable. To understand which content assets provide the most value, it must be easy to track how it’s being used.

is your content accessible, relevant, trackable

Can You Say “Repository?”

For lack of a better name, you almost have to call this thing I’ve described a repository. No wait—we did give it a better name: Kapost Gallery.

And as we often do, we created the quintessential guide for understanding its place in the world: a new eBook. It’s titled, Your Guide to Building an Internal Content Repository. Romantic, eh?

The new eBook covers some very important ground that simplifies both the problem and solution. It highlights:

  • Data that makes the need for a solution easy to understand
  • Insights of content infrastructure experts that get this stuff
  • A simplified four-part recipe for creating an effective content repository (should you choose to do so)
  • The features and benefits of the ready-made solution: Kapost Gallery.

You made it this far. Clearly you understand the importance of being able to find what you need when you need it.

Now go get it.

Barry Feldman

About Barry Feldman

Barry Feldman is the founder of Feldman Creative. He creates compelling content by telling stories. He's a content marketing strategist, copywriter, creative director, speaker, and author. He specializes in creating websites, e-books, and integrated online marketing programs. Twitter: @FeldmanCreative LinkedIn: Barry Feldman