Why Content Marketing Alone Doesn’t Work

By now, you’re probably familiar with the concept of content marketing. As it has grown into a versatile and easily customizable strategy to reach a highly targeted audience, businesses from all different industries and locations have utilized a content marketing strategy to build brand awareness, thought leadership and lead generation. However, no company or organization can expect success simply by publishing a few blog posts or starting a podcast. With so many brands competing for attention, a comprehensive content marketing strategy is the key to standing out with your content marketing efforts. Content marketing alone doesn’t work, but with these tips it can become a powerful tool to help you accomplish your goals. 

Content Marketing Must Have a Purpose

One of the most common mistakes with content marketing is writing or producing content just for the sake of doing it. Quality of content is much more important than quantity and creating a blog post, video or infographic without a purpose will often leave your readers and potential customers disappointed in the results (or rather lack thereof). Instead of spending valuable time churning out low quality blog posts because you assume search engines value fresh content above all else, focus on the goal you want to accomplish and how content will help you achieve it. 

  • Inform Your Audience: Members of your target audience will inevitably have questions about your industry, products or services. By taking the time to understand those questions, your business can separate itself from your competitors by producing content that provides the answers they seek. 
  • Drive Social Engagement: Social media vanity metrics like comments, likes and shares are not the ultimate metrics to track, but they are certainly still valuable. Videos, surveys and competitions are just a few examples of content that can be used to drive social engagement for your brand. 
  • Improve SEO: Being at or near the top of Google, Bing and other search engine results is vital to increase website traffic from organic searches. Content plays a significant role in search engine optimization, particularly through the use of keywords. 
  • Earning a Linkback: Having your company’s content shared and linked to by a prominent publication is another valuable tool for SEO purposes. Whether you get content linked as a source or produce the content yourself as a guest article, earning a linkback will greatly increase the authority and visibility of your website.

Content Marketing Must Be Measured

If content must have a purpose in order to be valuable, then it must also be measured to determine whether or not the goal was met. As anyone who consistently churns out content will tell you, even the most well-written or professionally-produced blog posts, videos and podcast episodes will sometimes fail to resonate with your target audience. Rather than getting discouraged about missing the mark, focus on setting metrics so you can determine how well your content is received and any changes you can make to get back on track. 

While it’s possible to measure nearly all components of your content, that doesn’t necessarily mean you should. Including too many metrics can make measurement confusing and time consuming. For example, let’s say your business wants to increase audience engagement. Lead generation metrics like conversion rates are unrelated to your goal and will only make determining success more difficult. Focus instead on monitoring metrics such as social shares, comments and click-through rates.

Content Marketing Must Be Reinforced With Earned Media

It’s no secret that the rise of social media and content marketing have made it easier to connect and engage directly with your target audience. However, the addition of earned media coverage is what really takes it to the next level. As consumers become increasingly more skeptical of marketing tactics and spin, third-party validation in the form of media coverage amplifies your business efforts even further.

If you’ve never dabbled in media relations, it can seem like a daunting task to pitch a journalist with the hopes of securing a mention or story. Keep in mind that you’re the thought leader in your industry and be confident in your ability to provide insight and value to the work a reporter is doing to tell a story. Before you jump in the deep end and contact every journalist in your area, start with a simple approach of turning a blog post into a media pitch to get your feet wet.

Thinking that content marketing alone is enough to earn brand awareness, thought leadership and lead generation will rarely lead to business success. It’s the integrated strategy that ultimately determines the level of success. If you’re having trouble forming your content marketing strategy or just want to bounce around some ideas, let’s connect on how to develop a content marketing plan that will help you achieve your business goals.

McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.