Is your AV content marketing failing? Here’s how to fix it.
These days, content marketing is a must for any type of business. But for AV companies in particular, content marketing can be a good way to provide value to customers. In an industry where purchasing decisions are often complex and involve multiple stakeholders, marketing teams need to do more than simply promote products—they must educate potential clients and build trust. Content marketing can help do just that.
But while it holds all this potential for businesses, many efforts fall short of expectations. Instead of engaging potential clients, poorly executed content programs can miss the mark, failing to establish trust or showcase the company’s expertise. Understanding why these efforts fail is the first step toward creating a content marketing strategy that drives real results.
Here are seven common reasons why your content marketing might be failing and how to course correct.
Common reasons your AV content marketing is failing
1. Lack of a clear content strategy
Build it and they will come, right? Not exactly. One of the biggest mistakes B2B marketers make with their content programs is diving straight into content creation without a clear strategy. They produce content without understanding why they’re doing it, who they’re doing it for, or what they want to achieve. Without a well-defined strategy, content efforts are scattered, inconsistent, and often fail to resonate with the target audience.
Before you start writing, start by defining clear objectives for your content marketing efforts. What do you want to achieve? Who are you trying to reach? What are the key messages you want to communicate? A well-thought-out content strategy acts as a roadmap, guiding your content, communication, and editorial efforts.
2. Not really understanding your target audience
From boardrooms ro entertainment, the AV industry serves a diverse range of projects and audiences. For marketers, a common pitfall is not defining and understanding the specific needs or pain points of these various customer segments. Without this understanding, content tends to be generic and fails to engage customers.
Take the time to understand your audience. Your sales team is best positioned to provide information about your customers, but if possible, talk to your current customers directly. This could involve hopping on a call with them, conducting surveys, engaging with followers on social media, and analyzing past content performance to gain insights into what your audience cares about. And then use this information to personalize your content to address the needs of each segment or persona.
3. Poor quality content or incorrect content types
In highly technical industries, the quality of content is paramount. Your buyers aren’t interested in overly promotional content. They’re looking to you to provide expert insights, detailed technical information, and proof that your solution does what it says. Also, keep in mind that different buyers need and consume different types of content. If your content lacks depth, accuracy, or if it isn’t relevant for your buyer, it may not only fail to engage but also damage the credibility of your brand.
When it comes to content, more is not necessarily better; quality should always trump quantity. So invest in technical writers who are skilled at breaking down complex, technical information and transforming it into compelling brand stories that effectively demonstrate your brand’s expertise. This is more likely to have a lasting impact on your prospects.
4. Inconsistent content production and distribution
When it comes to content marketing, many marketers start strong but lose momentum over time. Content is a long game, and consistency is key to an effective marketing strategy. Inconsistent posting schedules or haphazard content distribution can hamper reach and engagement.
Consistency also builds trust and keeps your audience engaged. Establish a publishing schedule by creating a content calendar that outlines what you will publish and when. Make sure your content distribution is also consistent across different channels to reach your diverse audiences wherever they are.
5. Ignoring SEO and AI optimization
Even the best content can go unnoticed if it isn’t optimized. If your content isn’t showing up when potential customers are searching for specific solutions to their problems, you’re missing an opportunity to attract more organic traffic or capture new leads. To help increase the visibility of your content, be sure to use relevant keywords, optimize meta descriptions, and create high-quality backlinks.
But don’t overlook the growing importance of optimizing content for AI-driven tools like chatbots, voice search, and AI assistants. As more customers use these technologies to discover products and solutions, content needs to be structured in a way that AI can easily interpret and deliver. This includes focusing on natural language, using structured data, and addressing long-tail keywords and conversational queries.
Failing to optimize for both search engines and AI tools means your content may not reach its full potential audience, leaving valuable opportunities on the table.
6. Failing to measure and analyze results
Successful content marketing isn’t just about creating and distributing content; it’s about measuring its performance and understanding its impact. If you’re not tracking key metrics like website traffic, engagement rates, or lead conversions, then it’s impossible to know what’s working and what needs improvement.
Regularly monitor metrics (page views, bounce rates, conversion rates, etc.), as this data will provide valuable insights into what’s working and what isn’t, and allow you to adjust your strategy accordingly.
7. Failing to embrace failure
Okay, I realize this one may be a little hard to swallow, but failure is part of the process in content strategy. Embracing failure enables us to test, learn from the work, adapt strategies, and refine messaging for better results. It fosters innovation by encouraging experimentation and risk-taking, ultimately leading to better content.
Final thoughts
Content marketing is a powerful tool for AV marketers, but it’s not without its challenges. By understanding common pitfalls and taking a strategic approach, Pro AV companies can significantly improve their content marketing efforts. Start by defining a clear strategy, understanding your audience, and focusing on quality and consistency. With these steps, you can turn content marketing failures into success stories.