How to Avoid Content Marketing Mistakes
Get These Insider Tips from the Experts
Even with the advent of new algorithm shifts in both search engine and social media, content still remains to be relevant across different platforms. Google, along with other SEO specialists, also emphasized user experience as the topmost priority when it comes to search engine optimization strategy.
With this kind of weight highlighted on content, web page admins cannot afford to display substandard posts. This will reflect poorly on the business itself by lessening its authority and voice in the internet.
Here are the most common content marketing mishaps and tips on how to dodge them:
- Turning Deaf Ears on Customer Questions and Complaints
Many business owners look far and wide for secrets on coming up with the best content. Some closely monitor keyword research tool or invest on seomoz keyword research to carve out topics for their websites.
These are commendable efforts but content marketing in its simplest form is this: answering the customers’ questions and concerns.
Some businesses also clamor to add interesting topics to spice up their site. This is a creative technique but remember that visitors come into a website looking for information about its particular niche. For example, a health insurance website may post fitness articles for an interesting read but what visitors basically intend to know are insurance-related matters.
In order to avoid a deaf stance on the plights and questions of customers, companies should be proactive in seeking out these questions and providing easy-to-digest answers.
According to Shopkeep, a company helping small e-commerce in point of sale systems, they find topics for their blog by going straight to the source.
The company interviews their clients constantly. They ask the merchants what issues they struggle with, what information they want delivered in their Inbox, and what particular areas concern them.
- Irregular Publishing of Posts
It comes as no surprise that websites which issue posts regularly receive higher engagement and conversions than the ones which do not have a system for publishing. According to a Hubspot recent study, companies which released 16 or more blog posts every month generated 4.5 times more returns as compared to companies which issue 4 or less blog posts.
Make it a habit to conduct keyword research, comb the social media pages for complaints or common user issues, or hire the best article writing and submission service the company can afford.
Some businesses find it overwhelming to keep up with different tasks that coming up with quality content may be a challenge. For this predicament, companies can delegate the job to an article submission helper or article marketing specialists.
- Not Investing on Content Distribution
What most business owners fail to remember at times is that content production is only half the task. Content distribution is what completes the job and where brand reach relies on. Hollywood allocates 50% of their budget on production and spends the other half on distribution. Content marketing funds should be budgeted in the same way.
No matter how creative and informative a content may be, not releasing it to the right channels will only leave it dormant.
Social networking platforms like Facebook, LinkedIn, and Twitter provide distribution deals to help business pages reach the right audience. Seek out these options to make sure the company’s posts are delivered to the right newsfeeds.
Allocate half of the content marketing budget for distribution services. Look for quality free article directories or come up with a free article submission sites list to help in blog backlinks marketing.
- Failure to Document the Content Marketing Strategy
With all the to-do lists, plans, and campaigns involved in a business, it is easy to lose sight of one’s goals. A Harvard MBA study surveyed students about their goals and got the following results:
- 3% of the students have clearly set goals and plans on writing
- 13% of students have goals but have not written their plans
- 84% of students have no goals or plans whether mentally or on paper
The study went on to reveal that after a decade:
- The 13% of students with goals but no written plans are earning twice as much as the 84% with no clear aims.
- The 3% with written goals and plans are earning ten times more than the 97% of the class.
Not documenting one’s plans and strategies does not define the goals of the company clearly.
Come up with a master planner where strategies and courses of action are documented. Regularly update the planner and make sure to write down even the smallest of findings, results, and changes.
It is wiser to document these plans digitally and have paper copies at the same time. Hiring a team to record these content marketing tactics and actions will ensure documentation is done properly.
- Aggressive Sale Pitching
SEO marketing companies emphasized that the key to reel in customers is to highlight user experience. Businesses speak to users in the form of their web content where communication may be the make or break of a business relationship.
Consumers are easily turned off with forceful sales pitching. No wonder customers now prefer the use of mobile search than an actual sales person when seeking out product information. Companies which talk about themselves non-stop are falling into the pit of aggressive sales speech.
Make it about the customer. The surest way to hitting optimum user experience in content marketing is to put one’s self in the position of the customer.
Content strategists should consider the following:
As a consumer, what would you like to know about a product? What difficulties do you encounter in the website? What additional information would you like to support a claim?
As a business owner, how can you deliver product knowledge to the customer without bombarding them with specs? Why do the customers need the product in the first place? What sets the brand apart from other similar companies?
Using a keyword research guide is still important. But what web masters need to focus on is how to use these search terms effectively. Avoiding these common content marketing errors by the solutions presented will help businesses come up with the best posts for page optimization.