You’ve all heard the fact that ‘Content Is King.’ This being a global fact, what many fail to realise is that when it comes to content marketing there are a few basic concepts that you need to get right before you can start expecting the desired results. Many believe that content marketing is just another fad, and stick to more traditional means of digital marketing like Pay Per Click and other promotional ads. But, as history suggests, content marketing when done right does actually live up to the hype. Platforms like Hubspot and Quick Sprout have managed to find great success with content marketing.
The obvious downfall with traditional digital marketing platforms like Pay Per Click is that people already know that it’s sponsored content. Constantly bombarding them with promotional material is simply not going to work in the long run. Brands must realise that they should give people something they would like to interact with based on their interest and not by means of mere ads. I am not saying that Pay Per Click should be ignored as a whole. It’s an important aspect of digital marketing, but should not be the only medium to base your marketing activities on.
Now, while practically all marketers understand the importance of the content marketing funnel, not many are able to achieve the desired result. In this blog, let’s look at five content marketing mistakes which you can’t afford to make, and adhere to tips that will help turn around your content marketing strategy for the better.
A recent report from the Content Marketing Institute has found that nearly 88 percent of B2B marketers are using content marketing in one way or the other. This further highlights my previous statement that marketers have started to understand the importance of the content marketing funnel. But, unfortunately, only 30 percent are happy with the results they are achieving using content marketing.
Creating quality content takes a lot of time. And if we are not getting the desired results out of it, then it’s only natural to look at other options to reach your target audience. The key here is to understand the fact that content marketing is a matter of strategy and that it takes time to work it out. If we are not careful with how we are curating and promoting content, then it’s bound to result in flawed application of strategy.
Here are five content marketing mistakes you can't afford to make, regardless of the industry.
Focusing on quantity and not quality:
“Why haven’t you posted five blogs this week?”
“Keep posting more articles.”
Be honest here, how many times have you had heard this from your superiors? (Share in comments section below).
This is where things go wrong. The basic idea itself is corrupted. You cannot measure success and get the desired results with the amount of articles you’ve created. As mentioned before, content marketing is a time-consuming process. Your vision should be aligned with the fact that the amount of time spent should be beneficial for you as a brand and the customers alike. And this is only possible if you focus on quality and not quantity.
To get this working, you have to dig in and do a bit of research. What do you plan to achieve with your content marketing activities? Or in other words what does your funnel look like? Ask yourself questions like how much traffic are you generating by means of your blogs? How many subscribers have you received over the past few months?
Look at the blogs that are performing well. It gives you an idea of what people are interested in. Do topical research on what your competitors are doing and try to figure out the results they are getting.
Content marketing is a strategy. You should ensure that every piece of content you prepare has a target associated with it. The core focus should be on getting maximum number of visitors, and to align them on the path to further move up the funnel.
Choose the right platforms:
Creating quality content but not getting too many visitors? Well, this could be because you’ve not made your presence on popular platforms. What is the purpose of creating content and waiting for people to find them? If you’re just starting out, the most ideal way is to reach out to high-profile content platforms and get your article listed or posted. Leave a bio with relevant links to your website and other digital assets. Simply put, dedicate most of your time in identifying platforms where your target audiences are and get them to your digital assets. This makes it must easier to generate a constant flow of visitors. Once you feel that you’ve generated enough presence for potential customers to come to you, then you can spend more time on expanding your own platform as a content hub.
Marketer first and creator second:
Content creators often forget that the main purpose of their role is not just to write content, but to ensure that each article that they prepare resonate with the target audience. And to achieve this one must think like a marketer. I do understand that it’s no fun to research and do contextual competitor analysis before you prepare an article. But sadly, this is the only way you can at least stand a chance of making an impact with your content marketing activities. You have to consider the purpose of everything you create and how each article can effectively bring in more business to your brand.
You need to have an overview of what your customers are looking for or are interested in so that you can effectively create a content marketing funnel. Remember to wear the marketer’s hat the next time you start preparing a piece. Do a thorough research, determine what your potential customers are interested in and then let the creativity flow.
A weak content marketing funnel:
Monetization is the buzz word here. To get more business to your brand, you need to talk about stuff that is of interest to your potential target audience. For example, if you are a UI developer, there is a good chance that you’ll only be talking about content that appeals to you like articles on coding, scripts, etc. Take a moment and think if such an approach will get more business to your brand. The simple answer is a big fat NO. The problem here is that your content is aligned to meet the possible requirements/understanding of other developers and not the companies that will give you business.
Now let’s think like a marketer for a moment. It makes sense to create articles on how state-of-the-art coding plays a major role in ensuring a fluid website structure that is error free and easy to navigate. Such articles have a higher possibility of attracting corporate clients who are looking to revamp their website or digital assets.
Maintain a strong connection between the content you prepare and the business objectives you wish to achieve.
Issues with consistency:
Lack of consistently when it comes to generating articles can have an adverse impact on your content marketing strategy. A sporadic schedule gives your target audience a feeling that you cannot be relied on. Once you have generated a group of followers, they expect you to stick to the schedule that got them to follow you in the first place. It would be wise to not mess with their expectations. Start slow but keep them blogs coming. Stick to a schedule, even if it’s just one blog a week.
Always know that content marketing is a time-consuming process. You have to be very patient with this. Content marketing is one of the most inexpensive aspects of digital marketing. If done right, you could ensure that the content marketing funnel you’ve devised for your brand keeps giving you enough and more customers on a sustainable basis.
Hope you found this blog titled '5 Content Marketing Mistakes You Can't Afford To Make' informative. Feel free to share your thoughts in the comments section below.