Texts without literary quality, no system to track results, and poorly planned distribution. These are some errors that we collect in this post to help you clearly see how to correct your mistakes in content marketing to overcome barriers in 2022.
When promoting your business, you need to make sure you use the right strategies to find and keep new leads. Although there are many digital marketing options, one of the most effective is content marketing.
Unfortunately, useful as it may be, it is a tremendous challenge for many companies to get it to work for their needs. Therefore, to take full advantage of this marketing technique, we will show you the eight main content marketing mistakes you should not make.
Don't worry; we'll also tell you how to solve these problems, even before they arise!
Statistics on Content Marketing
Pay attention to the following data, and you will realize why to invest in content marketing.
- 90% of all marketers use content marketing to generate leads. (Gist, 2019)
- 72% of marketers report that content marketing increases leads and engagement. (Gist, 2019)
- 56% of companies worldwide plan to increase their budget for content creation. (SiegeMedia, 2020)
- 72% of marketers believe that the content generated by the brand on the Internet is more effective than traditional advertising. (Contently, 2020)
- 92% of marketers and businesses report that content is a valuable business asset. (SiegeMedia, 2020)
- 70% of professionals actively invest in content marketing. (Hub Spot, 2020)
These were some content marketing statistics to under why content marketing is essential. Now let's move to the topics!
Content marketing mistakes to avoid
Not having a clear strategy
If you have good content marketing ideas but don't have a strategy to develop them, you will quickly run into trouble down the road. All successful marketing campaigns have a process that takes them from step one to step two to see fruitful results. The messy mix of the content doesn't create a consistent content plan and doesn't drive traffic to your site.
As we said earlier, it's not as simple as brainstorming, writing, posting, and seeing conversions drive. You need to use website data and analytics to assess what content works best with readers and what content to avoid.
Spying on your competitors can also help you identify your content marketing strategy. You can view the top-performing content to get an idea of how those themes would work on your website or blog.
It is easy to follow a solid content marketing strategy with goals. SMART Goals make your work easier, and take practical steps to see results.
The visionary goals are:
Smart goals force you to configure your strategy with a schedule, so it is urgent to produce high-quality content for your audience.
How often do you post new content? And how often do you reuse archived pieces? If you don't have a consistent schedule, it's hard to keep up the momentum.
For example, you can post three blog posts in one week and then nothing for the next two weeks. Consistency is essential because it ensures that your audience is always expectant.
On average, you must connect with a lead eight times before converting them to a customer.
The longer the period between these contact points, the more difficult it will be to group them. For example, if three months pass between interactions, that's the same as starting from scratch every time.
One of the best ways to ensure consistency is to create a content marketing calendar. This way, you can schedule posts in advance to avoid getting left behind.
That said, you must have enough content to promote; that's where archived posts come in. 60% of marketers say they create at least one piece of content per day.
Not understanding your audience
With any marketing strategy, you must understand your target audience at a fundamental level to achieve your goals. Without understanding your audience's motivations, it is impossible to assess what problems need to be solved in your brand. If your content doesn't provide solutions, cultivating a loyal following will be a challenge.
Therefore, you must know your audience. Your content will fail to keep them engaged without knowing their interests, needs, and pain points. You can create buyer personas to collect user information in one place, so it's easy to understand your customers.
Buyer personas include essential information like age, location, income, buying behaviors, education level, and more. They are necessary for any marketing strategy because they help you visualize your ideal customer and create campaigns focused on their needs.
Looking at the data about your audience helps you generate content ideas that provide them with value. It also helps to personalize their experiences on your website.
To create buyer personas, you must seek information about your target market to create specific content for them. You can,
- Send surveys to current customers and collect their comments.
- Look at the audience of your competitors and collect their information.
- Browse social media to see what people are saying about your niche.
- Optimize lead capture forms to make sure you ask the right questions.
Poor content production
Regardless of your industry, there will always be much competition. If you want to stand out, your Content Marketing must be captivating and attractive. Unfortunately, many companies don't spend a lot on producing high-quality content, so they get little traction.
Some common mistakes can include:
Low literary quality texts- If you are not a writer, do not try to create a blog post. Instead, outsource qualified writers, or work with a content marketing professional to make your material shine.
Archive Library Images- Fortunately, most of today's stock image sites have much better images than they did of yesteryear. In general, try to use photos that convey authenticity and are not unstaged.
Confusing design- Compelling works of art using both positive and negative space. If you put some images in a text document, it will not only be boring, but it will also convey that you are a hobbyist.
Instead, try to use interactive content to hold your reader's attention longer.
Use only text content
Can you only imagine the text that fills your website when you think of content marketing? If so, you must change your perception of what content is and can be for your business. The more you open your mind to possibilities, the more creative you will attract and keep visitors.
Adding visual media to content, especially videos and images, can do wonders for your conversions.
Web pages get more interaction because they include visual elements and because they make learning easier. Many people are visual learners, and changing it with different mediums allows them to absorb the information, making it easier to remember.
When producing content for your site, think of ways to make it come alive. If you are more creative and unique, it will be easier to drive traffic to your website and build loyal followers. Think of relevant infographics, videos, and images that you can incorporate into your content marketing to increase interest and engagement.
Marketers creating content without SEO in mind are setting themselves up for failure. With so much pre-existing content, you need to show that your content deserves to appear top in search results.
SEO ensures that your target audience finds your content to drive traffic to your website. Blogging is a sure way to value customers and encourage them to stay.
Do your research using keywords to make sure you post relevant and engaging content to your readers. Knowing the terms and phrases they are looking for gives you valuable information on what is trending and the problems they want to solve.
It also helps optimize your web pages for higher rankings, as organic results receive 94 percent more clicks than paid advertising.
Get obsessed with tools
It is expected that such a variety of content and project management confused you on the platform, but do not lose your head looking for the perfect tool.
Use the platforms that best suit your needs and with which you feel comfortable working, those that are easy to use and allow you to get a global vision of the project or editorial calendar, delegate responsibilities, track tasks, edit documents in real-time, and communicate with your team immediately. Everything else is an accessory.
Avoid using many tools for the same task as much as possible. This will only cause confusion among the members of your team.
Not paying attention to the title
The title is the smallest and the most critical part of your content.
A good headline must inform and capture the user's attention. It is the door to your content and should invite your users to read more.
- Some tips for writing a good headline:
- Speak the "language" of your audience.
- The good thing, if brief, twice good. A headline must not exceed 70 characters.
- Surprise your readers with constructions that convey emotions.
- Offer a solution to a problem.
- Ask direct questions.
- Share your personal experience, use real-life examples.
Conclusion: How to make your content marketing work?
As you can see, content marketing is much more powerful than many people imagine.
You can create outstanding pieces, but promoting them effectively is an enormous challenge for most companies. Besides that, there may be gaps in your strategies that take your brand away from the expected results.
And the best news is that content marketing works excellent for B2B business models too!