5 Common Content Marketing Mistakes to Avoid - PowerPoint PPT Presentation
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5 Common Content Marketing Mistakes to Avoid
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There are millions doing content marketing. So, don’t fall behind them by making these 5 common content marketing mistakes – PowerPoint PPT presentation
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Title: 5 Common Content Marketing Mistakes to Avoid
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5 COMMON CONTENT MARKETING MISTAKES TO AVOID
- Content marketing is without a doubt one of the
most effective marketing strategies out there. It
brings your website invaluable organic traffic
over a long period of time. In fact, 53 of
marketers believe that blogs are one of the best
ways to generate inbound traffic. However,
theres a flipside to content marketing. It is a
very, very crowded field. Every day, more
than four million blog posts are published
online. Does this mean you shouldnt invest in
content marketing and stick to advertising and
other marketing techniques? - The answer is a resounding no. Content marketing,
if done correctly, can help build your brand and
reputation like no other marketing activity. But
this extreme competition means you need to be
very smart in your approach to content marketing.
The key to this is identifying the most common
and costly content marketing mistakes and avoid
them from day one
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NOT PUTTING YOUR AUDIENCE FIRST
- Surprisingly enough many content marketers make
this mistake while starting out. its one thing
to have a vague understanding of your audience,
and another to really solve their problems
through your content. most content marketers use
prestigious publications or competitor blogs to
find topics to write about. and then find
themselves with very little traffic. - Another common mistake happens when you have a
limited understanding of your audience. once the
content is ready, you have very little idea about
how to reach out to prospective readers. - Its important to use the first-principle
approach when it comes to understanding your
audience. use tools like the Facebook ads
manager or epic beat to get insights about your
audience. these tools have detailed insights
about audiences. see what they like, what theyre
interested in, what content they read and share.
use this information to define what your next
content piece should be and how you should share
it. you can even do a group discussion or
one-on-one with a few audience members to
understand where theyre coming from. - Just remember that a whopping 55 of people say
that they receive content from brands which they
dont find relevant. make sure you dont belong
in this group
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NO FOLLOW-UP
- Some content marketers believe their job is done
once the article has been written and shared.
However, it is a long journey from content
consumer to customer and marketers need to enable
that. Experts say that it takes 7 exposures to go
from being a website visitor to a customer. - Setting up a follow-up campaign takes time but
its the only way to go for a truly effective
marketing strategy. Luckily, there are some great
marketing automation tools like active
campaign, sharp spring, and leads quared that can
do the heavy lifting. Your role is to understand
the customer journey and create a follow-up
strategy accordingly.
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USING ONLY ONE FORMOF CONTENT
- One of the biggest mistakes todays content
marketers can make is to stick to text-only blog
posts. Even the usual blog post with 2-3 images
is not enough today. As users spend more
time-consuming content, especially on hand-held
devices, they prefer more visually appealing
content. Infographics and videos have both made
enormous headway in popularity. - They can even bring in a whole new audience that
doesnt usually consume long-form content.
Infographics are especially useful because they
are low-hanging fruit. It doesnt take a lot of
effort to repurpose a blog post into an
attractive infographic. You can use tools
like justwords and piktochart to design your
infographic fairly easily.
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NOT HAVING ENOUGH EVERGREEN CONTENT
- Evergreen content is content that literally stays
evergreen. In other words, its not based on
recent news or trends that will get outdated
soon. Evergreen content is centered around topics
that have been relevant for some time and will
continue to be relevant in the near future. - Having evergreen content on your website is a
very important aspect of content marketing.
Creating content that will still be relevant 5
years down the line means that you will get
long-term website traffic. You can search for
specific keywords on google trends to see if they
can qualify as evergreen content. If so, you can
focus on creating content around them.
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NOT GETTING ENOUGH HELP
- One of the biggest mistakes you can make as a
content marketer is to try and do everything
yourself. There are several kinds of people who
find themselves donning the content marketer hat.
You may be a blogger who has tremendous writing
talent and wants her blog to reach a huge
audience. You may also be looking to grow your
business through content marketing. Or a
professional content marketer setting up or
scaling the content marketing efforts at your
company. - In every case, doing everything yourself is a bad
idea. If you have great writing skills, focus
your energy on creating valuable content that
your audience will love. Outsource the audience
outreach to an expert. Similarly, if your skills
lie in audience outreach but youre not a writer,
find a talented writer who matches your brand
voice. If you dont have either of these skills
work with individuals or agencies that do. - When you try to do it all yourself, your mind is
easily diverted and the learning curve is steep.
You will most likely end up giving up on content
marketing without giving it a real chance. Stick
to your strengths and hire experts as soon as you
can.
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