Why Marketing Teams Fail at Content Marketing — Skyler Reeves // Ardent Growth

Skyler Reeves, Founder and CEO of Ardent Growth, discusses content marketing tips. Marketers aren’t spending enough time talking to their customers. As a result, their content often misses the mark for consumers and B2B decision-makers. Today, Skyler talks about why marketing teams fail at content marketing.
About the speaker

Skyler Reeves

Ardent Growth

- Ardent Growth

Skyler is Founder and CEO of Ardent Growth

Show Notes

  • 01:34
    Why marketing teams are failing at content marketing
    The content lacks key customer insights and tends to be of poor quality. MQLs are over prioritized and there isnt enough focus on capturing the right types of leads.
  • 04:53
    Optimizing for the wrong goals with your content
    This occurs when youre hitting all of your marketing numbers, but the revenue doesnt match. The engagement is present, but its not converting into sales.
  • 05:47
    Covering topics relevant to the target audience
    Content must be relevant to CTOs , CFOs , and those at the executive level. What they need is content about research, strategies, and frameworks to send it up the chain for buy-in.
  • 06:49
    Redefining what a MQL is
    The focus should be on generating demand instead of defaulting to email sign ups and gated content. The content should get your brand into the buyers consideration set when buy-in time comes.
  • 09:44
    Why marketing attribution is broken
    It doesnt account for all of the unattributable marketing channels that lead up to a customers purchase. Credit is just assigned to the source of the click.
  • 11:29
    Empowering remote teams to write effectively
    Onboard them in the same way you would onboard someone in the office. Provide proper training and detailed information to help them write content people want to consume.
  • 13:56
    Taking advantage of the economics of geography to find great talent
    There are many great freelancers out there. But, the mechanisms need to be in place to correctly identify the right fit for your company.

Quotes

  • "Marketers rely too much on data and don't put enough emphasis on qualitative data. They arent spending enough time talking to customers to understand their pain-points." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "You could be hitting all of your metrics from the marketing level. But, it doesn't matter how much visibility there is if it doesn't equate further down the funnel into closed-won opportunity. " -Skyler Reeves, Ardent Growth, CEO & Founder

  • "If a CFO or CTO lands on a piece of content, will they read it and send it higher up the chain to get buy-in? You're not giving them the research, strategies, and frameworks in your content." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "The goal is to be in that consideration set. Whenever they are in the market to buy, you're one of the names that they remember." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "What's the point of content? To get people to consume it. So, why not just ungate it and give people the opportunity to consume it when they're in-market and ready to buy." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "You can't expect a freelancer, who isn't in your organization, to be pumping out content about how youre uniquely positioned in the market, within a week." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "Many companies underestimate the value or how much effort really goes into creating good content that can actually convert and convince a buyer." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "There may be a sourcing problem of not having proper mechanisms in your marketing ops space to be able to identify who's worth working with. It is really just a lack of infrastructure." -Skyler Reeves, Ardent Growth, CEO & Founder

About the speaker

Skyler Reeves

Ardent Growth

- Ardent Growth

Skyler is Founder and CEO of Ardent Growth

Up Next: