It's hard to pinpoint why brand marketing programs fail these days. There are a number of reasons and factors. Whenever a marketing campaign or program initiative ends, the team should hold a post-mortem meeting to discuss the learnings and successes of the program. This can help bring to light issues that may have contributed to a compromise or failed program. The post-mortem meeting doesn't happen often, unfortunately, from what I've seen. Particularly in the SEO services and content marketing space, post-mortem meetings are rare.
There are a lot of reasons for this, but lately it's because marketing initiatives tend to move quickly and have budget restrictions that can limit the ideal and nice-to-have practices that are recommended in the project management arena. I have seen many programs fail in and outside the SEO and content world, for a variety of reasons. Some of these reasons include the following:
Lack of process and ineffective project management: Project planning and process planning are poor, so tasks are not completed effectively and in a timely manner, leading to a compromised overall program.
Poor data collection and planning: Data informs strategy, opportunity, performance, optimization opportunities, and project learnings. Compromised data results in ineffective programs.
Inadequate skill sets: Unfortunately, sometimes team members are in roles that they aren't suited for or good at. Skill sets should be strong, and roles should be defined.
Too aggressive timelines: Many projects were due “yesterday” and don't have the adequate time allocation for team members to do a quality and thorough job.
Budget restrictions: Obviously budgets are part of any marketing initiative, but sometimes they can be too small and don't allow for a quality and thorough initiative that results in quality results. You get what you pay for, so if you have high expectations, you need to allocate strong budgets to get the best resources and highest quality output.
Bad research or lack of customer and audience understanding: Data also informs a brand about a target audience and personas. It's important to have statistically significant data and a thorough and certain understanding of your audience, their needs, and what they'll likely respond to.
Poor key performance indicator (KPI) choices: Brands should understand what performance metrics indicate actions that lead to their ideal result. If you are judging or basing a marketing program on poor KPIs, they likely won't indicate or steer a program toward success.