Content marketing is an essential component of your overall marketing strategy. However, if it is not done correctly, it can cause you to miss out on the numerous benefits, including reaching a wider audience and increasing your conversion rates. By knowing how to avoid the most common content marketing mistakes, you can ensure that you will get the most out of your digital marketing strategy.
Too Much of a Sales Pitch
Content marketing can be an excellent way to let your customers know about your company and its goods and/or services. However, it is a mistake to turn an article into a lengthy advertisement, much less your entire blog. Your content should be relevant and interesting to others in your industry, as well as potential customers.
It should also facilitate a conversation and communicate with the people who are visiting your site. Be sure they include at least some branding language, and take the time to highlight important aspects of your company in order to reinforce your overall brand strategy. However, do realize that the content should not be narrowly focused on you and your company.
Instead, you should write things that focus on the audience, including advice that they may want to consider or your insight on relevant news topic or stories. For some, might be helpful to create a template for how much advertising or brand language is in each article or blog. For example, 80 to 90 percent of your article or blog could be engaging content that speaks to your audience, and about 10 to 20 percent could focus on selling your company or reinforcing your brand.
Not Enough Personality
Personality can be an important aspect of your content. However, the amount of personality you include in your content should be carefully balanced with more neutral, “business appropriate” language.
You do not want to become too informal with your clients and customers, but many people do not engage with content that is too clinical and informal. People are more likely to share content that has personality, whether humor, human-interest stories, or simply posts detailing the human side of the industry you’re in.
You Forget to Engage with the Audience
Your content is a way for your company to engage with your customer base. As you blog, you will have ample opportunities to share ideas, concepts, and information you feel they need to know. However, never feel like blogging has to be a one-sided conversation.
If people post on your social media or comment on your posts, respond to them to create a two-way interaction. (And remember to encourage comments by asking questions or inviting readers to share their insights.) People will be more likely to come back and share your content when they feel as if they are a part of the group.
Focusing Too Much on Quantity
The quality of your content will always matter more than the quantity you produce. It can be tempting to continually churn out content to keep your audience engaged. However, if it is not a high-enough quality, then people won’t give your content a second glance – and will be much more likely to overlook future content you produce.
However, you do want to post on a regular schedule. It’s important to find the right balance between quality and quantity content. To help, you can vary the type of content you produce. Rather than just relying on blog posts, you can create short form content on social media, create video content to share, and develop podcast.