Most companies today would probably say they are involved in content marketing. The problem is many might also qualify this as an On Again/Off Again relationship or a Go Big/Fade Away relationship. I’m sure we can all relate…
Writing a blog post once a month or so, setting up social media accounts, or posting to Facebook all technically constitute as content marketing tactics. But it’s doubtful you’re seeing any change in website traffic, email open rates or click throughs.
And that’s because you’re not really harnessing the power that great content affords you.
Let’s take a look at some common content marketing mistakes and steps you need to take to get on a productive path:
Lack of Value
Business strategies often use an 80/20 rule or the Pareto Principle and content marketing does as well. The 80/20 rule in this case applies in that 80% should be valuable content your audience is interested in, and 20% should be self promotional. It means taking a long look and probably redesigning aspects of your website, enewsletters, ebooks, videos, emails, etc. to focus on engaging and helping your prospects and customers. Yes, you want your content to ultimately drive sales, however, pushing a converting link to early into a session will actually distract from your content’s true usefulness. Plus, if all your copy sounds like a sales pitch it makes it less likely to be linked to or shared.
Failure to Promote
Here’s another case where the 80/20 rule applies. You need to spend about 80% of your time promoting your content and 20% creating it. You probably don’t have any more bandwidth in your day so this requires focusing on quality over quantity. Use your talents to create a few pieces that speak directly to your audience’s needs rather than produce irrelevant fluff that never reaches your intended targets.
No Metrics in Place
And honestly why promote it, if you’re not going to measure it. Take a step back from all your tactics for a moment and make sure your content marketing strategy is aligned with your company’s goals and values. Then you’re ready to develop your editorial calendar to reflect your content strategy. Now you can put in place metrics to properly measure the success of your content on your overall company goals.
You have to remember that writing for the digital world is not scholarly writing. Seriously. Consulting firms, construction companies, healthcare services it doesn’t matter your industry, you cannot fill-up a page with formal, complicated text. You need to utilize subheads, bulleted lists, charts, graphics, and images to get your point across in a clear, straightforward and conversational way.
Much of the content out there today is self-promotional, corporate jargon. Think of the last trade show you attended, no on really likes listening to the person who goes on and on about himself, and what he does and how great he is. Boring. Content needs to be designed with giving in mind. This means providing some resources and tips to help with your audience’s challenges. You need to go back to figuring out ways to provide value and balance in your content. For example, promoting other people or sharing a link to other content that you found really helpful can even accomplish this.
Forgetting the Next Step
Last, but not least, don’t let someone get to the bottom of your content and not be presented with an “ask” or capture to move them on to the next step. If you have fewer content pieces this is especially true. It’s a simple prompt that makes sense for the right content; so don’t miss the opportunity for further contact.
Your content needs to be authentic and stand for the values your company believes in. This provides the context for your personality and empathy to come across and be heard by your audience. And if you need some help along the way, Modern Marketing Partners “asks” that you contact us today.