Every business shares one key ingredient that can make their marketing efforts a huge success or a giant flop. Content marketing can bring in a wider audience, sell your product or services, and do so with a lasting effect.
But many businesses mistake content marketing for a rarely updated blog, a poorly written tweet here and there, or an irrelevant ad that gets some exposure. Unfortunately, attempting content marketing isn’t the same as doing content marketing.
Content marketing is about sending a message that your audience can relate to, will feel the need to share with friends, and will want to become loyal patrons. Content can range from videos to blog posts to Facebook status updates, but it always sends a clear message that hits home.
The following points are common mistakes many business unknowingly make when trying to market their content. Take a look and see if you’re content marketing is suffering by the hand of one of these mistakes.
Mistake #1: Too Many Words, Not Enough Content
At some point, someone told you that the key to exposure is writing a lot of blog posts and putting them on your website. Well, that person was partially correct. For search engines to take notice and rank your website, they need content. Search engines can’t read images, they can’t see how cool your WordPress theme is, and they don’t understand the flashy buttons you’ve incorporated.
For search engines, content is king. Therefore, creating content is in your company’s best interest. However, just because you’ve put words on a page and uploaded it, doesn’t mean that you’re job is done. Quality content will always reign supreme because it shows search engines how relevant you are, tempts other websites to link to yours, and pleases the human visitors that come to your website. Yes, content marketing is for search engines and human beings. Make sure your content is geared to please both.
Mistake #2: You’ve Forgotten Your Audience
Before you write a single word, you should know whom you’re writing for. Your audience will play a key part in promoting your content and raising brand awareness. Think about the consumers you have and the consumers you want to have.
What are their characteristics? What are their wants and needs? If you own a baby clothing company, frantic mom’s preparing for the arrival of their first child might not be willing to read through countless rants about the issues you’re having with your distributors.
Nor will the women buying clothes for baby shows. Instead, trying writing articles on how to dress your baby without any fuss, what kinds of trends are emerging in baby fashion (if there is such a thing…and if there isn’t, make it a thing!), and how to buy clothes for moms-to-be. Again, your content is written with people in mind, so don’t forget about them when you’re writing your next blog post.
Mistake #3: Inconsistent Content
Congratulations, you wrote one stellar blog post with rave reviews, hundreds of shares, and even a few Facebook Likes. Go ahead, grab a beer, and sit back while the business comes poring in. Wait, that didn’t work? Well, that’s probably because you’ve only written one blog post and called it a day.
For content marketing to be successful, it needs to be an ongoing process: daily, if you can or weekly, at the very least. The attention span of your readers, and therefore, consumers, is only as good as the amount of quality content that you post. Get into a habit of writing great content on a regular basis and posting it to your various websites and social profiles. Give your customers a reason to keep coming back.
Mistake #4: Ignoring Comments And Suggestions
Whether your blog is wildly popular or has a modest following, your bound to get a few comments from people telling you how they liked this or hated that, they’d love to see a post about that, or recommend you write in a certain way or post to a certain group.
Yes, those are people telling you how to do your job, but since you should be writing with your audience in mind, listening to their comments and suggestions can do wonders for your content. Personalize your writing around what people are saying and how they react. Even if the public hates you, changing your content to appease them is still good press. Just keep in mind that you can’t please everyone, but you can at least please the majority of people.
Content marketing is making its rounds in the business world, as professionals are beginning to realize that writing quality content for the ears of their intended audience can be a huge benefit to business and reputation.
Unfortunately, many business owners make the mistake of ignoring their audience, writing for the sake of writing, and forgetting about their blogs altogether. Correct your content marketing mistakes for a surefire campaign that’s bound to bring in a few new customers and boost your online presence.