Content marketing is more like a marathon with several hurdles in between. The race is long and hard but the results are always inspiring. In the ever-evolving world of technology, it is imperative to stay in touch with the current trends. However, the question remains, if are doing it right?
Of course, not everyone gets it right at first go. It is only by making mistakes that we know how to do it right. However, there are certain practices which can be avoided. Listed below are some common blunders that the digital marketers often do.
Blunder no 1: You know your customers
No, you don’t. One of the major mistakes any marketer both traditional and digital often do is to take the customers for granted. A customer is looking for answers; not for your product. If your product is an answer to the consumer’s problem; Voila, You have a potential buyer!
It is safe to assume that your potential buyer does not know of your company or product than assuming that the customers are raving to buy your products. Assuming you know what the target audience wants is one of the blunders the marketers do while planning the content marketing campaign.
Research, before assuming and talk to your existing customers. Ask them why they like your products. Create an ideal consumer persona and create a sales pitch for your ideal consumer. You can test your content on the existing customers and improve the content marketing strategy according to their response.
Blunder no 2: Useless content
Having an amazing wit is an advantage but not a qualification. A well-written article could help you get the visitors but if it does not help anyone, it is not going to help you attract the qualified visitors.
If someone is looking for “The most common blunders in content marketing” and I use the same title to tell them how to compile an amazing NEWSLETTER for Christmas, the visitor is not learning from the article how to avoid the mistakes in the content marketing. He is learning on the “remarketing” which is currently irrelevant.
The visitor I managed to attract onto my blog page will go through the article but the article will not be helping him with what the visitor is looking for.
Blunder No 3: Quantity over quality
There are the so-called experts who tell you that if you consistently blog irrespective of the quality, you will get great traffic and thousands of subscribers. Any marketer, who believes this, is doing a huge mistake. Poor quality content is a waste of time, efforts, and money.
Quality content will attract the qualified visitors. Simply pumping out bad quality content at large numbers will get you nowhere. Millions of articles are written every day and the only way your content can stand out is if it is of good quality.
It is alright to invest some time and prepare good quality content. Ideate, conceptualize, drink a lot of coffee and develop the narrative and structure for your blogs. Click or design a good quality image that compliments the content.
If you have the data, try designing a good quality infographic. Be honest with your research and provide good informative articles.
Blunder No 4: Good content does not need promotion
Again, the so-called pundits will tell you to continue creating good content and good content in itself will generate the results. Companies who are spending money on content promotion get quicker results.
Creating content is only one part of the content strategy. The another part is to promote the content on several channels. Spending enough money on the good content makes the difference.
Not promoting your content will likely kill the good content which is produced. Content promotion is as important as content creation.
You can promote your content through several channels like Email Newsletters, Social media posting (like Facebook, twitter, LinkedIn, etc.), sharing your content with the industry experts, guest blogging, affiliate marketing and much more.
Blunder no 5: Do not change what is working.
If you are publishing great content and generating a good number of leads, does not mean you can relax. The actual work starts after publishing and promoting the content.
If you continue to produce and share same quality content, you will soon become obsolete or irrelevant. Try to follow the emerging trends and understand what is being mostly preferred by the clients
You will have to track the performance of your content, analyze and reproduce. Understand the reactions you are getting and make necessary changes. Always remember to change and evolve.
You can use several metrics that help you track your content. Set a benchmark for your content through the metrics and use the same metrics to measure the performance of your content.
I’m Harika Karra, technology enthusiast and a Marketer by profession. My journey with the digital marketing has begun three years ago and today it is one of my major topics of interest.