A lot of companies rely on content marketing to promote their interests, but it’s also worth mentioning that content marketing has its fair share of challenges and pitfalls. So if you are about to release some content of your own, here are some mistakes that you should be aware of.
Mistake # 1: Tactics Without Strategy
Some organizations are prone to focus on tactics at the expense of strategy. However, the simple fact is that content marketing requires a strong and effective strategy in order to succeed. This is because content marketing tactics only makes sense when it has goals in the context of a particular type of program. By defining the goals of your content marketing campaign, the people in charge of the program will be able to focus on the feasibility of their long term operations more easily.
Mistake #2: Ignoring the Audience
One of the biggest problems of content marketing is how it is often used as a tool to get a higher rank on the search engines. Although search engines are undoubtedly very important, content marketing should always be designed for the target audience and how they react to content. This is because content marketing tactics is essential in achieving a high conversion rate. In other words, your audience will not buy your services if they don’t like your content.
Mistake #3: Releasing A Lot of Sales Propaganda
Spotting a sales pitch is easy, and most people tend to ignore them. There’s a time and place for selling things, but if you’re promoting something, such as a webinar or an eBook, no one in your audience wants to hear about this or that product. Remember, they came for what you’ve promised them, and giving them a sales pitch at this point will only make them feel betrayed. So in creating a content marketing strategy, focus on giving your audience value. Later on, when you have their trust, they will be more willing to listen to your sales pitch, and that’s when you sell them your services.
Mistake #4: Quantity, not Quality
We’ve often heard how quality is better than quantity, but in content marketing the latter can sometimes be more important. Content marketing is not just about creating value it’s also about creating enough content. This is not to say, however, that quality is not important, but you shouldn’t prioritize one over the other. A healthy balance between quality and quantity is important to succeed in content marketing. Any content offers only bad images and lots of bad grammar will not help you achieve your content marketing goals. Likewise, if you fail to give your audience any new content every week or so then they will simply tune out in favor of other websites that update their contents regularly.
Mistake #5: An Inflexible Editorial Calendar
As we’ve already mentioned, creating too little content can damage your long term content marketing strategy. This is particularly true in regards to editorial calendars, because if you focus too much of your time at creating unrealistic editorial calendars, you will end up spending too much time on planning and not enough time on creating actual content. In other words, don’t fall behind in releasing new content. One way to avoid this problem is by simply creating a quarterly plan for various topics and formats. You also need to be flexible, and allow room in your editorial calendar for adjustments whenever the need arises.
Mistake #6: Expecting Instant or Fast Results
One of the frustrating things about content marketing is how it doesn’t offer a lot in terms of short term returns. Content marketing will not lead to a quick boost in sales, nor will it be able to give you new customers a few days after release. Instead, what you need to remember about content marketing is that it is essentially a long term process, and you will need to wait for a several weeks before it can give you the returns that you desire. So before you begin your content marketing campaign, remember that you’re in for the long haul. Even if you don’t get results immediately, what you have to remember is the strategic importance of giving people something valuable so as to gain their trust. After enough time has passed, the returns will certainly come.
Jason Smith is an online consultant for Costello Builders . Jason likes blogging about online strategies that are related to SEO, Content, PPC & Lead generation.