It’s true, content marketing is one of the more effective strategies used today by modern marketers. A clear strategy helps brands to not only reach their intended audience, but the results also provide helpful consumer insights to improve future campaigns.
The process requires commitment, planning and patience and there are a lot of mistakes that many of us are guilty of making. Here are some of the more common ones:
Failing to plan
Content marketing strategies executed without proper planning and research are bound to fail. Firstly, figure out what your end goal is and then what you need to produce to attain it. Find the right people who can help you create great content and study your market to determine the perfect way to capture attention.
Not understanding your audience
Understanding the needs and wants of your target market is essential to help you create the best strategy and connect your audience with your brand. Defining this factor will help you come up with more targeted material, which become more effective in attracting potential customers and increasing conversions.
Producing mediocre content
Creating any old content is relatively easy. But coming up with something which is relevant, informative and worth-sharing is more difficult. Poor content will rarely succeed so it’s important to take the time to carefully plan your strategy – otherwise its unlikely anyone will engage with your work.
A lack of consistency
This goes back to having a clear goal and strategy in place. It’s important to publish content which is consistent with your brand – have you aligned your messaging?, are you using common fonts, colours and imagery? Maintaining consistency helps build your brand and ensure there are no mixed messages.
While the purpose of content is to inform and not directly promote, there still needs to be a clear call-to-action linked to each piece – whether its on your company blog, social media platforms, or whichever distribution channel you choose. This can be as discreet as a link to a landing page or a newsletter sign-up box but is important as it helps directs your readers to your offering.
Forgetting social media
In today’s digital age, social media is such a powerful marketing platform. It’s a great channel for content distribution, is very cost effective, and helps drive more attention to your brand. Start creating shareable content and always incorporate social media into your content marketing strategy.
Always take time to review your content. Whether you are writing an article or creating a video, everything you put out into the public forum can affect your brand’s success and reputation, so make sure you take the time to get it right.
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