Why Your Content Development Efforts are Missing the Mark

How are your content development efforts playing out?

Content development is one component of the content marketing equation and an important one at that. And despite my recent blog titled “Don’t Waste Your Time and Money on Content Marketing“, I am a content marketing enthusiast.

Content development is important because:
1. By developing content, you, as a company, are enabled to connect and engage with your target audience in a way that might not have been possible before.

2. Well-executed content development efforts will lead to the development of thought leadership for your company as a whole and for your executives.

3. By creating and publishing content to the internet, you are on your way to improving your SEO rankings since your targets will have a better chance of finding you in the search engines.  

4. The creation of good content will help your sales teams tell your story more effectively. 
If you aren’t seeing the result you expected from your content development efforts, one of the following items could be the culprit:

1. Types – Are you only creating content that simply touts how amazing your company is? While case studies are great (and necessary!) pieces of content, don’t be surprised if they don’t receive a ton of web traffic. Case studies are a great format to explain your value proposition and shed light on your products/services; however, they may not be the most engaging type of content. Think blog posts, videos, and podcasts!
2. Topics – Similarly, does your content only include information about your company, products, services or management team? Do yourself a favor and listen to what your customers and prospects are saying about their wants, needs, and issues. By creating content that fits into this model, you are more likely to engage your audience.