Stop Random Acts Of Marketing

Have you ever felt like your content marketing efforts are scattered and ineffective? This common issue, known as “random acts of marketing,” involves creating various assets without a clear understanding of the buyer journey and without a consistent publishing strategy. This fragmented approach leads to poor results and wasted resources.

Many organisations’ content strategies resemble a ladder with just two rungs—there’s simply not enough to help your audience climb to the top. Without a deliberate plan, your content fails to guide buyers through their journey, leaving them stranded and confused.

Get Clear On The Pathway

To move beyond random acts of marketing, you need to start with a clear map of your customer journey. This involves interviewing your customers to understand their needs, challenges, and the questions they have at each stage of their decision-making process. By gaining these insights, you can create content that truly resonates with your audience.

In our work with IT organisations, we’ve seen the transformative power of this approach. By thoroughly mapping their buyer journey, we were able to develop content that addressed specific pain points and guided prospects smoothly through each stage.

Build A Reliable Pathway, Step By Step

Consistency is the backbone of a successful content strategy. It’s not enough to publish sporadically or only when inspiration strikes. Instead, you need to commit to a regular publishing schedule that keeps your audience engaged and informed over time.

For example, with an industry association, we developed a content calendar that ensured a steady flow of relevant articles, webinars, and updates. This consistent effort helped build trust and authority, keeping their audience continually engaged.

Create A Long Term Informational Advantage

Many organisations make the mistake of measuring content performance solely by the metrics of the quarter it was posted. However, the buyer journey can span years, requiring a long-term view and a level of faith that answering buyers’ questions will eventually lead to more informed and ready-to-buy customers.

Our experience with an accounting firm highlights this point. By focusing on long-term content strategies that answered client questions and concerns consistently, we saw higher engagement and stronger client relationships develop over time.

Practical Steps to Avoid Random Acts of Marketing

1. Map Your Customer Journey: Begin with in-depth interviews with your customers. Understand their decision-making process and identify the key questions and challenges they face at each stage. This will form the foundation of your content strategy.
2. Publish What Matters Consistently: Develop a content calendar based on the insights gained from your customer journey mapping. Ensure that you are consistently publishing content that addresses the specific needs and questions of your audience.
3. Think Long-Term: Shift your focus from immediate metrics to long-term goals. Understand that building a robust content strategy is about creating a path for your buyers to follow, not just hitting this quarter’s quota. This mindset shift will help you build lasting relationships and a stronger brand presence.

In our blog, Stop Guessing, Stop Knowing: Deep Audience Insights Are The Missing Piece in Your Buyer Journey Mapping, we discussed how gathering deep audience insights can transform your content strategy. This is a crucial step in moving away from random acts of marketing and towards a deliberate, effective approach.

Additionally, our article How To Apply Behavioural Marketing To Your Content Campaigns  highlights the importance of understanding the psychology of your audience to create content that truly resonates and drives action.

We Can Help

Most content marketing campaigns fail due to random acts of marketing—creating assets without understanding the buyer journey and lacking consistency. By mapping your customer journey, publishing content that matters to them consistently, and thinking long-term, you can create a powerful content strategy that guides your audience effectively. Ready to move beyond random acts of marketing? Explore our content marketing services and let’s start building a path to success together.