Ask anyone and they’ll tell you what content marketing success is made of: a well-documented strategy, analytical insights, a specific percentage of overall marketing budget…the list goes on. Chances are, “the mind” is often not the first thing to come to mind. But this is undeniably true. Content marketing cannot take root and grow without a solid understanding of what it is, how it works and what’s expected of both management and reporting team members. Similarly, it can’t work without the ability to think outside of the box; there needs to be a certain level of mental awareness and creative thinking.
No matter how much you measure ROI or publish content every week, your strategy will never truly thrive if there isn’t a healthy organizational mindset. Successful content marketing is just as much a mental game as it is a numbers game. This is without question the No. 1 reason I see companies fall short of success.
I can’t tell you how many clients I’ve served in the past who focused FAR too much on performance metrics and not enough on content strategy. Despite professional recommendations, they were beside themselves about the kind of content they’d want to produce (which was often stale and failed to make an impact), while they continued to email snapshots they had taken from their various reporting dashboards. “Why aren’t we getting better engagement rates?” they’d ask. “How come our click-through rates are dropping?”
Here are five statistics that prove a healthy mindset is the foundation of successful content marketing:
- 91 percent of today’s most successful organizations say they are realistic about what content marketing can achieve (in other words, they don’t have too lofty goals given their resources, bandwidth or scope of capabilities).
- 81 percent are clear on what an effective content marketing program looks like (in short: they aren’t diving into things without first understanding what content marketing success looks like).
- 87 percent agree that they can quickly adjust their content marketing strategy as needed (this is just as much about organizational mindset as it is about the resources that are in place to move with agility).
- 77 percent agree that leadership gives ample time to produce results (these managers have a certain level of mental awareness, understanding that results take time no matter how solid your strategy is).
- 30 percent of organizations say they are only “somewhat committed” to content marketing (this requires a certain level of mental awareness to admit. Lying about your level of content marketing commitment—something many companies do to bolster their brand—is often an indicator of impending failure).
It’s time to get in the game by putting on your thinking cap!