When it comes to marketing, many of the nation’s biggest companies have not moved beyond Madison Avenue’s “madmen.”These enterprises still have to pay big ad agencies for their ad spending. However, the same tactic entrepreneurs used to steal some of these businesses’ business–content market–can still work for legacy companies as it can for startups. An enterprise content strategy must overcome key challenges enterprise marketing teams face to be successful.
Effective content marketing is often a challenge for enterprise companies.
Enterprises yet to fully embrace content marketing face more challenges than traditional advertising attachments. They are also hindered by other factors that prevent them from using their marketing power to create quality content.
The Content Marketing Institute (CMI) researched common obstacles that prevent enterprises from executing effective content marketing. These are:
60% of companies studied identified silos within departments as a barrier to content marketing.
74% need help coordinating content marketing across departments and brands.
50% need support to use content technology effectively throughout their company.
49% of enterprises are resistant to change, despite the popularity of Agile methodologies.
A majority of companies surveyed needed help to maintain consistency in messaging.
Their resistance to change is not due to the size of the companies or the siloed departments.
Enterprise-level companies frequently use major TV and print campaigns to communicate their message. Therefore, legacy ad agencies are often their default marketing agency. What is the result? The result?
As Carly Stec explains in her HubSpot article, statistics speak a “horrifying story” about digital display ads. Stats show that almost half of the mobile ads clicked by customers are accidental.
In reality, 54% of readers will only click on trustworthy ads.
Ouch! Enterprise companies that think display ads take advantage of cutting-edge digital technologies must be corrected.
Coca-Cola’s website is an example. There are many blogs, but there aren’t any. Open another tab after you’ve searched.
The retargeting robots may chase you to your default search site. Clicking on the retargeting link will bring up the smiling faces of sports journalists enjoying Coke. This is a subtle reference to the current Coke ads for the fall football season.
Coke may not require blog posts to fish new markets. That’s a mistake.
No matter how big your company is, you can continually expand it by discovering new markets. These markets won’t be influenced by a catchy advertisements. They’ve seen them on TV, whether they are watching the news or their favorite sports team.
The beverage manufacturer could target the foodie market by creating content that promotes the beverage’s natural affinity to food. Coke might win new customers with pairing ideas from home chefs and well-respected chefs who recommend Coke’s signature products.
Beer evolved from a proletarian drink to a gourmet beverage at tony restaurants.