{"id":141843,"date":"2020-08-27T08:17:43","date_gmt":"2020-08-27T08:17:43","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=141843"},"modified":"2020-08-27T12:59:04","modified_gmt":"2020-08-27T12:59:04","slug":"content-marketing-fails-how-to-analyze-and-improve","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/08\/27\/content-marketing-fails-how-to-analyze-and-improve\/","title":{"rendered":"Content marketing fails: How to analyze and improve"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\">Workflow problems can cause a lot of delays in content marketing, use value stream management to figure out the cause.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The next common problem is content quality. Use a range of metrics like the average time on page to figure out the problem.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Content distribution is one of the most straightforward things to analyze, look at website traffic, and backlinks.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Content conversion is more tricky to analyze, but you can use customer journey mapping and Google\u2019s Attribution report to get a clear picture.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">Content marketing is one of the most viable ways to increase website authority in the long run. Over <\/span><a href=\"https:\/\/www.hubspot.com\/state-of-marketing\/content-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">69% of companies actively invest<\/span><\/a><span style=\"font-weight: 400;\"> in content marketing and 86% of professionals indicate it <\/span><a href=\"https:\/\/contentmarketinginstitute.com\/2019\/10\/success-differentiators-b2b-research\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">increases brand awareness<\/span><\/a><span style=\"font-weight: 400;\">, one of the <\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/07\/01\/how-to-build-your-brand-authority-through-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">most important things for long term success<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are countless amazing guides on <\/span><a href=\"https:\/\/searchenginewatch.com\/2018\/11\/26\/content-marketing-2019-strategy-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">how to create and execute a content marketing strategy<\/span><\/a><span style=\"font-weight: 400;\">. However, when a novice creates a strategy, works for three to six months, and sees no returns, they often are at a loss.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They\u2019ve done everything by the book and it didn\u2019t work. Does this mean content marketing is dead? Far from it, more and more companies are investing in it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s the reason then? A content marketing guide is generic, your business needs are very much concrete. You need a way to figure out why your strategy didn\u2019t work and improve on it, not just look for another guide to follow.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are four areas where content marketing efforts fail and a guide on how to analyze your failure and improve.<\/span><\/p>\n<h2>Workflow structure fails<\/h2>\n<p><span style=\"font-weight: 400;\">One of the most prevalent problems in the content marketing efforts of beginners is inconsistency. You\u2019ve set the right goals, started measuring KPIs, but your team can\u2019t seem to handle the load. Deadlines are often missed, the quality of content is inconsistent, and there\u2019s little feedback to be found.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Simply telling a content team to put their act together is an easy but ineffective decision. You need to understand what went wrong and how it happened before you can fix the problem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, you should investigate your content marketing workflow with a strategy developed by Toyota engineers, <\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/08\/11\/defining-value-stream-management-for-seo-agencies-business-owners\/\"><span style=\"font-weight: 400;\">value stream management<\/span><\/a><span style=\"font-weight: 400;\">. Also known as <\/span><a href=\"https:\/\/cepc.ucsf.edu\/sites\/cepc.ucsf.edu\/files\/Overview_workflow_mapping_14-0602.pdf\"><span style=\"font-weight: 400;\">workflow mapping<\/span><\/a><span style=\"font-weight: 400;\">, it was originally developed to make car manufacturing more effective, but is now adapted to be used anywhere.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here is what you should do to create a workflow map:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gather your content marketing team<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Select a scope e.g. creating a single article<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Figure out who is involved in the process<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gather feedback on all steps of the process<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Visualize it in a map<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Here\u2019s how such a map looks for resolving a support ticket.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141851\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/flow-chart-on-workflow-structure-that-can-elp-identify-content-marketing-fails.png\" alt=\"Flow chart on workflow structure that can help identify content marketing fails\" width=\"460\" height=\"512\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/flow-chart-on-workflow-structure-that-can-elp-identify-content-marketing-fails.png 460w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/flow-chart-on-workflow-structure-that-can-elp-identify-content-marketing-fails-270x300.png 270w\" sizes=\"auto, (max-width: 460px) 100vw, 460px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source:<\/span> <a href=\"https:\/\/tallyfy.com\/workflow-process-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Tallyfy<\/span><\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">You can draw one on a whiteboard, but any flowchart software would do. Give Draw.io a try or use Miro if you want a paid option. The most important part of this process is to create a map that shows what\u2019s really happening in the workflow, not what it\u2019s supposed to be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have that map, you can start looking for points of inefficiency. It may be the case that the copywriters are not receiving tasks early or there is no quality control down the content pipeline.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever the reason is, workflow mapping gives you an insight into what\u2019s going wrong. Once you figure out the reason, try different ways of solving the problem, and measure the result afterward.<\/span><\/p>\n<h2>Content quality problems<\/h2>\n<p><span style=\"font-weight: 400;\">According to Worldometers.com, there are <\/span><a href=\"https:\/\/www.worldometers.info\/blogs\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">over five million blog posts published each day<\/span><\/a><span style=\"font-weight: 400;\">. It takes a quality post to break through all that noise.<\/span><\/p>\n<h3>How to spot content quality problems<\/h3>\n<p><span style=\"font-weight: 400;\">However, judging the quality of writing is highly subjective. How do you go about analyzing this without being biased? James Parsons, the founder of <\/span><a href=\"https:\/\/www.contentpowered.com\/blog\/category\/marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Content Powered<\/span><\/a><span style=\"font-weight: 400;\">, has an answer to that question.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Metrics like website traffic or the number of backlinks depend not only on the quality of content but on the <\/span><a href=\"https:\/\/searchenginewatch.com\/2013\/10\/02\/how-to-build-an-analytics-package-to-measure-off-site-content-distribution\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">content distribution<\/span><\/a><span style=\"font-weight: 400;\"> as well. They do not show you the full picture.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">James Parsons recommends looking at the following four stats that may indicate content quality is subpar.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Average time on page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social shares (provided there are easy ways to share)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Click-through rate to other articles on the blog<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Average time on site<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If any of these stats are not showing any sign of increasing, it\u2019s a telling sign that the readers are not finding your content good enough.<\/span><\/p>\n<h3>How to analyze and improve content quality<\/h3>\n<p><span style=\"font-weight: 400;\">From then on, your analysis of the content itself is limited to how informative and readable it is. A readability test is something you can either do yourself or use the <\/span><span style=\"font-weight: 400;\">Hemingway app<\/span><span style=\"font-weight: 400;\"> or Grammarly. You do need a premium on the last one to check readability, though.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Judging how informative a text is, boils down to subjectivity. You can make the process more objective by including<\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/08\/24\/five-great-display-and-video-advertising-tactics-to-increases-relevance-and-revenue-in-a-cookie-less-world\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"> competition research<\/span><\/a><span style=\"font-weight: 400;\">. Look at what narrative elements the competition is using (for example, infographics, quotes, and statistics) and try bringing them to your content.<\/span><\/p>\n<h2>Content distribution problems<\/h2>\n<p><span style=\"font-weight: 400;\">The common problem many beginner content creators make is they focus too much on content and too little on marketing. It\u2019s easy to fall into the trap of believing that once you build it, they will come.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The truth is, unless you promote it as well, they won\u2019t come. Here\u2019s how you can tell your content is lagging behind in terms of distribution.<\/span><\/p>\n<h3>How to spot content distribution problems<\/h3>\n<p><span style=\"font-weight: 400;\">The biggest statistic you should be looking for is the number of backlinks and their growth. If you\u2019re doing outreach to bloggers, you can track each link you build in an Excel document and monitor status updates. That and Google Analytics for organic growth will give you the full picture.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another stat that you should be tracking is <\/span><a href=\"https:\/\/searchenginewatch.com\/2019\/10\/24\/create-seo-friendly-how-to-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">the content position in SERPs<\/span><\/a><span style=\"font-weight: 400;\">. You can track it by proxy by looking at organic website traffic growth from target pages. However, if you want the full picture, you should be looking at keyword reach as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s a list of keywords one of the top-ranking Moz.com pages on increasing domain authority ranks for as shown by the Moz tool.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141849\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/moz-example-on-how-to-identify-content-distribution-problems-that-lead-to-content-marketing-fails.png\" alt=\"Moz example on how to identify content distribution problems that lead to content marketing fails\" width=\"512\" height=\"288\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/moz-example-on-how-to-identify-content-distribution-problems-that-lead-to-content-marketing-fails.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/moz-example-on-how-to-identify-content-distribution-problems-that-lead-to-content-marketing-fails-300x169.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: <\/span><span style=\"font-weight: 400;\">Moz.com<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Use this or another keyword analysis tool like the ones from Ahrefs or SEMrush to see what keywords your content ranks for. In most cases, these tools can also show you related keywords, so they give you a solution to the problem as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141847\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/keyword-suggestions.png\" alt=\"Keyword suggestions\" width=\"465\" height=\"395\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/keyword-suggestions.png 465w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/keyword-suggestions-300x255.png 300w\" sizes=\"auto, (max-width: 465px) 100vw, 465px\" \/><\/span><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: <\/span><span style=\"font-weight: 400;\">Moz.com<\/span><\/em><\/p>\n<h3>How to improve content distribution problems<\/h3>\n<p><span style=\"font-weight: 400;\">If your content isn\u2019t gaining enough backlinks, you can look back at the outreach you did and try to either make your email copy better or find websites that would be more interested in your content. You want to walk away with measurable results, so make sure to split test the email outreach campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If organic traffic growth is what\u2019s lagging behind, you have three ways of improving the content: optimize the meta title and description, improve keyword density and add <\/span><a href=\"https:\/\/searchenginewatch.com\/2018\/10\/04\/4-specific-strategies-for-finding-lsi-keywords-thatll-boost-your-seo\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">LSI keywords<\/span><\/a><span style=\"font-weight: 400;\">, or update the content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">LSI (latent semantic indexing) keywords are those that are not directly related to the search, but the SERPs associate them with the topic. Here\u2019s an example from the most popular LSI tool.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141846\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/improving-content-distribution-to-fix-content-marketing-fails.png\" alt=\"Improving content distribution to fix content marketing fails\" width=\"512\" height=\"329\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/improving-content-distribution-to-fix-content-marketing-fails.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/improving-content-distribution-to-fix-content-marketing-fails-300x193.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: <\/span><span style=\"font-weight: 400;\">LSIGraph<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Meta title and description, while not directly tied to content, may play a crucial role in attracting visitors to your website from organic search results. They are responsible for the title and snippet that users see on the search result page.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141850\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/update-old-content-to-improve-content-marketing-fails.png\" alt=\"Update old content to improve content marketing fails\" width=\"512\" height=\"210\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/update-old-content-to-improve-content-marketing-fails.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/update-old-content-to-improve-content-marketing-fails-300x123.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><a href=\"https:\/\/searchenginewatch.com\/2020\/04\/09\/the-four-most-underrated-seo-tactics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Updating old content<\/span><\/a><span style=\"font-weight: 400;\"> can work wonders for an ill-performing page as well. If you can spare time, experiment with these three ways on different underperforming content pieces to see what yields the best results.<\/span><\/p>\n<h2>Content conversion problems<\/h2>\n<p><span style=\"font-weight: 400;\">From the previous points, you now know what metrics to track to pinpoint your problems with website traffic, backlinks, and content quality. However, there\u2019s another KPI that is commonly used in content marketing campaigns, conversions.<\/span><\/p>\n<h3>How to spot content conversion problems<\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s say you\u2019re going for soft conversions like joining the subscriber list or downloading a white paper while leaving an email address. The first thing that you should analyze is everything non-content related. Split test the page to figure out whether changing the CTA changes the conversion rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When that doesn\u2019t work, you\u2019ll have to do some qualitative analysis. It may be the case that the content piece and the target conversion may have different search intent. Pull up the list of keywords that the content piece ranks for and analyze the intent behind it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your lead-generating article attracts the crowd that is not that deep into the sales funnel, you may be setting yourself for failure. In this case, you\u2019d have to repurpose the content to rank for keywords with more relevant search intent.<\/span><\/p>\n<h3>How to apply customer journey mapping to content<\/h3>\n<p><span style=\"font-weight: 400;\">Judging how content contributes to actual sales, however, is a much harder task. You can start with metrics that correlate with a lead generation like organic traffic growth and time on the website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since these are covered earlier, let\u2019s focus on a more direct approach, looking at multi-channel attribution reports and customer journey mapping.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The former you can easily find in Google Analytics under Conversions &gt; Multi-Channel Funnels &gt; Assisted conversions. This report will show you how much of a role each marketing channel played in a conversion. You can also check Google\u2019s new tool called Attributions for that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer Journey Mapping is a trickier thing to do. Without going into too much detail, you should primarily look at two reports. These two crucial reports are &#8220;Behavior Flow&#8221; and &#8220;Reverse Goal Path&#8221;.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Behavior Flow&#8221; shows how users interact with the website and track their browsing and exit points. If you filter the flow chart by source, you can also see how different traffic behaves.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141848\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/knowing-how-content-contributes-to-sales.png\" alt=\"Knowing how content contributes to sales\" width=\"512\" height=\"199\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/knowing-how-content-contributes-to-sales.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/knowing-how-content-contributes-to-sales-300x117.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/serpstat.com\/blog\/how-to-analyze-user-behavior-on-the-website\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Serpstat<\/span><\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Reverse Goal Path report does a similar thing but on a smaller scale. It backtracks the most common paths to a goal of your choosing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use these two to <\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/07\/14\/guide-how-to-effectively-incorporate-customer-journey-mapping-into-your-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">create a customer journey map<\/span><\/a><span style=\"font-weight: 400;\">. Just like a workflow map, this map is a flowchart that shows the way a customer makes through a website, from the first interaction to conversion. Here\u2019s how the US government created one.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141845\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/customer-journey-map-to-analyze-content-marketing-fails.png\" alt=\"Using a customer journey map to analyze content marketing fails\" width=\"512\" height=\"410\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/customer-journey-map-to-analyze-content-marketing-fails.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/customer-journey-map-to-analyze-content-marketing-fails-300x240.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/digital.gov\/2015\/08\/12\/journey-mapping-the-customer-experience-a-usa-gov-case-study\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Digital.gov<\/span><\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a complex tool, but you can narrow the scope to content. Draw a map of how users interact with content and look for points of exit.<\/span><\/p>\n<h3>How to improve content conversion problems<\/h3>\n<p><span style=\"font-weight: 400;\">If you find a problem there, you\u2019ll have to make deep structural changes in your content marketing approach. Try incorporating these steps into your strategy to achieve better lead generation rates.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Lead-magnet content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Focusing on high-intent keywords<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Retaining the reader<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Moving them down the content pipeline<\/span><\/li>\n<\/ul>\n<h2>Conclusion<\/h2>\n<p><span style=\"font-weight: 400;\">Seeing all your hard work fail is definitely heart-wrenching. But don\u2019t give up on content marketing just yet. Analyze common areas where content marketing fails, look for places you\u2019ve failed, and improve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s the only way you can create a content marketing strategy that is right for your business.<\/span><\/p>\n<p><em>Michael Doer is a content marketing expert who covers digital marketing topics from general marketing tips to building a marketing team. He can be found on Twitter <a href=\"https:\/\/twitter.com\/MichaelDoer\" target=\"_blank\" rel=\"noopener noreferrer\">@MichaelDoer<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What do you do when you follow a content marketing guide but it fails anyway? Here are all the ways you can analyze your failures and improve on them.<\/p>\n","protected":false},"author":1092,"featured_media":141852,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,27694],"tags":[75,27920,118,27761,27919,369,415,27921,830,102,22,96],"content_type":[],"class_list":["post-141843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-roi-marketing","tag-content-2","tag-content-conversion","tag-content-marketing","tag-content-marketing-tips","tag-customer-journey-mapping","tag-evergreen-content","tag-latent-semantic-indexing","tag-latent-semantic-indexing-lsi","tag-lsi-keywords","tag-roi","tag-seo","tag-social-media"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/Content-marketing-fails-How-to-analyze-and-improve.png","category":"Content","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141843","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=141843"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141843\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/141852"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=141843"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=141843"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=141843"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=141843"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}