[Infographic] What Happens when Marketing Content Goes Awry

According to the Content Marketing Institute, content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Did you notice how they mentioned ‘consistent content’ in their definition? It’s an important piece to the content marketing puzzle not every organization has figured out yet.

Take for example these stats from a recent research report done by Demand Metric:

90% of marketers said content measurably influences their overall company revenue. But, 40% also said their organization suffers from fragmented content that is hurting their bottom line.

As you can see, content will have the greatest impact on your organization if it consistently conveys your brand and its core messages reliably. If content is fragmented, you run the risk of losing business.

Take a look at the infographic below to better understand when, where, and how inconsistencies occur and what it takes to fix the problem.