TL;DR
- Content fails not because it's bad, but because it exists in a vacuum. Without a system, it's just noise.
- You need three core systems: a Distribution System to ensure your content is seen, a Capture System to turn viewers into leads, and a Nurture System to convert leads into customers.
- Stop creating content and start building a content-to-customer engine. This is the only way to get a reliable ROI from your efforts.
An analysis of why content marketing often fails to produce ROI. This article explains the importance of systems for distribution, lead capture, and nurturing to make content effective.
The Three Missing Systems
1. The Distribution System
Great content that no one sees is worthless. You need a repeatable process for sharing your content across multiple platforms, repurposing it for different formats, and engaging with communities where your audience hangs out.
2. The Capture System
A viewer is not a lead. You need a clear and compelling reason for someone to give you their contact information. This is usually a "lead magnet"—a valuable resource like a checklist, template, or webinar that solves a specific problem for your audience.
3. The Nurture System
A lead is not a customer. Once you have their email, you need an automated sequence of emails or messages that builds trust, provides value, and guides them toward a purchase. This is where most businesses drop the ball.
Conclusion
Stop blaming your content. Start building your systems. When you have a machine that can reliably turn a piece of content into a customer, you've cracked the code to sustainable growth.
Authored by Jason Barrett, Founder of GrowthStack.club.