Any business that wants to grow and perform well understand that marketing is an integral part. This is why you should always look for ways to make your business stand out in this competitive market. Planning a marketing strategy should be the first thing to do. In this digital world, content should always be in your mind as you plan your strategy.
Creating high quality content may not be an easy task considering the visuals that must be added and the social networks that need to be managed and nurtured. The elements that must be put into the content are often forgotten and this is what makes the campaign perform poorly.
Here is a look at some of the top content marketing mistakes to avoid:
Not utilising what you already have
At least 60 – 70& of B2B content goes unused. This is purely a waste of time and energy. This is why it is advisable to check out what you can reuse instead of starting a fresh. It is thus advisable to make use of tools that help you transform a piece of content into multiple media forms.
You will notice that creating a content from scratch can be expensive and time-consuming. Recycling that investment will help you a great deal and give you more time to focus on other important things.
Poor quality content
Optimizing your content for search engine alone is one thing and creating high quality content is another. If the content you create is only suitable for the search engines, what happens to the people who are supposed to read it? You will lose them in seconds.
It is important that the content you use for marketing is conversational, fun and creative to touch the hearths of your readers. This is also the only way to ensure your content is shared.
The first thing people see is the title of your content. You should learn tips on how to write a captivating title.
The introduction of your content should also be able to engage your audience and the overall quality should be top notch.
Writing for a general audience
What most content marketers fail to consider are their targeted audience. If your audience is a whole group of people, the mistake you will ever make is writing a content that addresses the whole group.
The key word for you should always be talking at a personal level and in a segmented basic.
The content should only address a single segment at a time. That’s the best way to make your write up more engaging than before.
As you create your content, consider the segment you are writing for to be the ideal client and deliver the content accordingly.
Not creating and being in charge of your online content distribution
Going an extra mile and investing in growing your own content distribution is all you need in the digital age. Most people make the mistake of buying access to their customers by placing ads in magazines, newspapers or making use of direct mail company. That’s wrong and it will cost you some day.
You can now either pay for your traffic, earn it or own it. You can pay for it if you have the money. On the other hand, earning it takes time which is something a business doesn’t have. So you will be left with owning the traffic. This means that you convert the paid and the earned traffic that gets to your site into owned traffic.
Not learning from experts
If you are enthusiastic about your content marketing strategy, then you should be aware that your ideas are not always sufficient. You will have to learn a lot of tactics, insights and tips from other innovators, information that could help your content be a success.
There are a number of top publishers in the big brand area worth keeping an eye on. You can look at what some of the most read and talked about contents have before you can start marketing yours.
You should also consider checking what’s outside your niche just to have a feel of the structure and arrangement.
Not answering customer’s questions
When you go through forums or read answers on how to market your content, one thing that always stands out is the importance of answering your customer’s questions.
You need to understand that the basic principle of content marketing is to answer all the questions put forth by your customers. If you fail to do that then your content marketing strategy will be a bust.
In our experience producing contents for clients as well as our internal stuff, we always try to address some of their questions or concerns by producing some content relevant to the question. So that a new prospective client with the same question may find answers to a content inspired by actual client engagement and feedbacks.
using too promotional content only on social media
The most important platform for sharing your published content is social media. It can help you maximize viewership. But does your content sound overtly promotional? If so, then you must edit it. Too much promotional content doesn’t attract readers or social shares.
This will give a bad impression to your readers that you are just another self-serving brand. Instead, it is advisable to include the ideas of other experts in the same field to cover the desired topic. Always strive to provide usable, actionable and natural content that your audience will find useful.
Failing to experiment is working against your content marketing strategy. Experimentation provides a blueprint from just making write ups to trying to make something that’s more visual, engaging and useful for your target audience.
Content marketing is a very effective strategy that if used correctly, can provide you lasting and worth-wile results. By avoiding these mistakes, you are on your way to content marketing success.