Invest a lot of time and resources on content marketing campaigns, but why are the results of these campaigns not as expected? Is the brand making some important mistakes?
Here are 7 common mistakes that any brand can make when implementing content marketing campaigns, let’s find out and review the campaigns you are implementing!
- Focus on only one content format
Content marketing can take any of the following forms: blog posts, eBooks, case studies, videos, white papers, infographics, podcasts, and social media. Therefore, if the brand focuses on only one content format, it also means that you have put yourself at a disadvantage. It is by:
Some audiences may prefer other forms of content instead of the one you’ve adopted
You may not be able to attract audiences who are only familiar with these other forms
So take the time to dive deep into what kind of content your audience likes and add it to your next marketing plan.
At the same time, exploiting a variety of content formats such as videos, blog posts, infographics with attractive information, etc. will not make the audience feel uncomfortable, but on the contrary, it will also create diversity and avoid boredom. Bored in the process of updating information. Best of all, as long as it engages your audience, it’s worth it.
- No clear strategy
Without a clear content marketing strategy (what the brand wants to achieve – how to get there), it will be difficult to see what really means for your campaigns. Not only that, the fact that your boss complains about the results of your content marketing campaigns may also be due to this reason.
To do that, answer the following questions:
What is the purpose of implementing this content marketing campaign? It could be: getting more customers, growing followers, getting more subscribers, launching a new product?
What is the monthly or yearly goal? 1000 customers/month, 5000 new accounts monthly or 10,000 Instagram followers?
What strategies will help accomplish this goal? For instance, Buffer used guest posting to gain its first 100k followers. Or it could be focusing on social content marketing, infographic marketing, podcast marketing, or eBook marketing.
- Handle the content production process alone
No one can do everything well, but, some people still create content, edit, design, manage social networking sites and edit videos on their own. So it is not surprising that they did not achieve good results. It will take a content production team, especially if the brand is adopting content marketing at scale.
In a team, you may be responsible for creating text content, while another member handles the visuals. There may be others responsible for audio content (podcasts), email marketing or social media profile management, etc.
- Content lacks originality
Sure your brand isn’t the first blog to talk about credit score tips, weight loss guides, latest iPhone 12 reviews, etc. Still, if you’re still discussing what people have have seen it billions of times elsewhere, it would be difficult to leave any impression on them.
Instead, you need to provide your audience with content they won’t encounter on any other blog. To do this, when writing about a topic that has already been covered, make sure you approach the topic from a new perspective. For example, instead of blogging about “How to develop an effective email marketing strategy”, you can go from the perspective of “How we won our first 100,000 customers through email marketing”.
Come up with unique ideas so your content can stand out from the crowd.
- Not actively promoting content
Content marketing is only effective when more people have access to the information. Even if there is a steady readership on blogs or social media sites, brands still need to promote their content on other channels to get good results.
Most people post blogs, then sit and hope that people will come and find them. Are not! Brands need:
Join relevant groups: promote your content to the groups and forums in which you are present
Take advantage of social networks, email marketing: share content on social networks or any platform you have. Then use email marketing to push the content to the people who signed up for the email
Content Promotion: If you can afford to pay for advertising, this is a great way to get your content noticed. You can run ads Facebook ads, YouTube ads, Google ads or Instagram.
Important Note: When promoting content on other platforms, it’s best to invest in building a landing page to drive traffic and conversions.
- Content for Search Engines
With the increasing focus around search engine optimization (SEO), people are no longer focusing on what matters to their audience, instead, they are only interested in how to beat the competition. Google algorithms and how to rank #1.
While this is not a bad thing, it can hurt your chances of increasing conversion rates from content marketing. You need to add honesty and emotions & realism to your content to make it batter from others. Search rankings are important, but content must address the issues that customers care about.
So make sure the content you’re creating – whether blog, image, video or audio – is tailored to rank high on the SERPs and impress your target audience. Besides, it should also be noted, if the content is not useful to the reader, the search engines will not even rank no matter how much SEO you have optimized.
- Content is not search engine friendly
As mentioned above, SEO is very important to get your content noticed on the Internet. If your content marketing efforts are struggling, it could be due to poor SEO.
Avoid using ineffective approaches like: keyword stuffing, duplicate content, guest posting to find links, paid links, links from bad sites, slow loading sites, text offline version, etc.
At the same time, from time to time you also need to up your SEO game. Most people do SEO themselves, but this does not always guarantee good results.
The author of this content is a freelancer and working as SEO Expert at SEO Service PK is a currently online digital marketing agency which is based in Lahore Pakistan and we are looking forward for new clients.