Nine Common Content Strategy Mistakes Why Aren’t My Leads Converting? 9 Common Mistakes from Shelly Bowen In the last eight years working with clients at Pybop, I’ve seen some trends. Especially with regard to converting leads to loyal … subscribers, buyers, patients, students or or whatever you’re helping your audience do. Flip through these slides or listen to this follow up podcast at the San Diego American Marketing Association.

Your team knows content strategy and a good old fashioned brand narrative will support the business and audience goals — and help differentiate you. But the CEO and executive team are not convinced. What do you do? Here’s a place to start.

It’s easier to close a client who finds you than one you go out and find. For sure. So how can we help them find us? Inbound marketing. Thought leadership. And first impressions. Think about becoming a magnet for the right audience. Become easily findable, irresistible, and believable. Here’s where to start.

Here’s the big question: When your digital content marketing efforts aren’t driving the leads, sales, or revenue that they used to, can content strategy help? Absolutely. Here’s how.

Do Multiple Audiences Mean Tripled Content Efforts? How can you have a consistent brand voice and story, but appeal to different types of audiences? How do you do it when you have limited time and resources? Once you complete your audience analysis and core messaging priorities, both integral parts of your content strategy, you may be asking yourself a questions like these, too. Here’s a place to start:

Think about who reads, watches and interacts with all your content. Lots of kinds of people, right? You likely have more than one audience type that you’d like to reach.

Have you ever been caught up in a really good story, but then realize it’s got a lot of plot holes? Or on the flip side, have you ever read, listened to, or watched a really good story, and you really want to remember it, but you’re just having a hard time paying any attention?

Forget What You Think You Know After working with so many companies on content and content strategy over the last 10 years, patterns emerge. This has given me some confidence. Some structure. And many content strategy best practices. Every once in a while, though, best practices slap back.

You know those long meetings you’ve been having with your team to discuss strategic vision, your meaning for existence, your key differentiators? You might be missing something kind of big. Your consumers. I know this sounds obvious, but I felt compelled to write this because so many really fabulous, reputable brands I’ve been talking to lately are spending a lot of time focused inward, and not much time focused on the reason they exist: to provide something to someone else for a

Look on the Bright Side Companies change direction. Leadership shifts. People make mistakes. Sometimes a brand needs to communicate an uncomfortable story to its audience … while not making it sound worse than it is. You might try the straight-forward approach: CFO was fired, changes ahead Our customer service department was not trained well We no longer carry ABC Brand But those statements sound so alarming. Scary even. Questions immediately pop up in your head — what does this mean to me? Maybe I shouldn’t use you