Content Marketing is becoming more and more popular with businesses and organizations. They want to convince customers about the quality of their services with valuable content and exciting information. But to be successful with content marketing you should absolutely avoid certain common mistakes.
In the modern media world content marketing represents a popular strategy to enter into a productive communication process with customers. With selective information and valuable know-how on websites, blogs and social media, companies attempt to excite users indirectly about their services, to convey a positive image about their business or brand by delivering professional knowledge, and so bind customers to themselves long-term. More and more often they use content marketing to increase their name recognition and achieve more “traffic” (number of visitors to their website) and a better search engine ranking. However to ensure that the content marketing actually generates the desired effect and favorably boosts the conversion rate, it is imperative to avoid some commonly made mistakes.
Common Mistakes in Content Marketing: Distributing Content without a Strategy
A solid concept with a clearly formulated objective should be at the forefront of good content marketing. Instead of putting up a high volume of content haphazardly, it makes sense to plan out the content activities step by step concerning topics, as well as the time and personnel commitment. When doing so the goals should always be measureable, achievable and timely (SMART). Whether it’s about showing professional competence, wooing new interested parties, or increasing link popularity (links to external websites), concrete aims structure the provided content, and place the posts within the context of the online shop’s overall efforts, products and offers. With relevant, reader oriented texts, the intended meaning of each to be determined individually, an increased awareness of an organization’s accomplishments can be created for users.
Misguided Content: Ignoring the Interests of the Target Audience
For successful content marketing it is just as critical to visualize the “persona” of the target audience and its specific needs, for example those of customers to be newly recruited, or of established and longtime customers. Texts that ignore possible user questions and problems become factually arbitrary or interchangeable, and for that reason cannot achieve the goal set for them by the website operator. Therefore the affinities of the consumer should be the focus of content production, and content should always touch upon their intentions. Only topics aligned with a distinct target audience profile, which also factors in their habits of digital media use, has the potential to achieve higher visitor numbers and an increased conversion rate.
To Be Avoided: Self-Presentation Instead of Storytelling and Unique Content
Unique, carefully edited content, which awakens the interest and curiosity of Internet users, forms an ideal basis for good content marketing. Online customers search primarily for expert information in their area of interest, answers to their questions, and entertainment, which means content that reacts to their needs. Practical topics, which truly create added value for consumers, thrilling or entertainment providing texts, instead of long-winded, elaborate explanations, generate interest in a company and create trust. While content marketing texts can convey implicit messages, for example about the ecological or social orientation of a company, incessant self-presentation or direct marketing of products and services are out of place here. They often seem off-putting and boring to customers, and consumers quickly become tired of the provided content. Instead storytelling offers a proven medium to come up with individual content and to grab users’ interest. Original, emotionally touching stories impress people more than technical details, or just lists of facts. Creatively told stories move consumers to continue reading and give them new stimuli. Where possible posts should lead users to an attractive “call-to-action” like encouraging them to contact the vendor or provide comments.
Important: Don’t Neglect SEO – Employ Multimedia
Because content marketing generally proves to be time, budget and personnel intensive, it is good practice to utilize existing resources and draw on the knowledge and experiences of employees. It seems to be essential for a good content marketing strategy to include enhancing high-quality content, also important for search engine rankings, with relevant methods of search engine optimization (SEO), for example keywords, linking and meta-data. Fundamentally content should not seem monotonous or tedious, for example consisting of just lengthy, unstructured texts. Rather, multimedia formats should also be included. Vivid images, infographics, lively videos and audio content loosen up text blocks on websites and are more easily received. Social media with its specific forms of spontaneous exchange suggests itself for deftly disseminating additional information there. Because most consumers are now engaged with social networking, companies can informally use this opportunity to establish contact with their target audience and get to know them better.
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