Content marketing is a mobile system that requires constant monitoring. The effectiveness of your strategy depends not only on the content of the content itself, but is formed by much deeper processes.
Content marketing is an unstable system. You can’t once create a content and rest on your laurels. The chosen strategy seems to be working smoothly, but one day something goes wrong. Without a panic try to make a diagnosis.
- You have gone too far with sales.
The “hot” pre-New Year season, when you want to remind your customers about all possibilities, to tell about all discounts, for some reason, at the very same moment an irresistible urge to pour it all out on readers arises. But no one will read your blog, or enter your account in social networks, if they have turned out into a promotional leaflet.
If you really want or need commercial posting, it should sell. Avoid a straight forward style for contextual advertising; add humor, lightness, readability. The fact is that most people are interested in their own problems and solutions. Formulate your commercial offer as a response to customer needs. They will appreciate it. Remember that the main objective of content marketing is to create long and trusting relationship between you and your client.
- You can’t imagine who reads you.
At this point you can argue that you have studied your target audience inside and out. But is it really true? I’m sure you know the age and demographics of your readers, even their geography. But do you know their fears, hopes, desires, and consumer habits?
Psychography plays an important role in the audience analysis. Until you realize who your readers actually are, you will not be able to communicate and interact with them on 100%. Do not be greedy when spending on research; it will be repaid. Unfortunately, even high activity in the comments does not give you an accurate picture.
- You have no idea at what level of the purchase funnel your readers are.
We take that you understand the relationship of content strategy and purchase funnels as a given, as well as that you take into account the readers consumer experience. It should be reminded that, at various points, customers have got different issues that require timely responses. If you are focused on the initial, introductory phase, and publish the same content over and over again, you will lose those who have already passed this stage. You should put yourself in the customers’ shoes and think about the most issues on their behalf. Responding them, you will create a new content material.
As David Tsbar, Senior Vice President of Marshall Fenn Communications states: “If you can change a persons’ behavior, meet their needs, and provide valuable content at every step of their consumer way, your chance to get their loyalty increases.”
- You forget about the business goals.
You think that content marketing should prioritize audience needs over business goals. But satisfaction of audience’s needs is a form of achieving business goals. Brands can influence consumers’ behavior by creating and delivering content, which affects their specific needs, assuring product or service usefulness. Creating an emotional connection, creating trust, forming a positive consumer experience are the tools for your goals.
Many marketers spend huge budgets and resources to create a super-mega-wow-content. But sometimes they “play too long” and lose touch with their audience’s thoughts and feelings. Thus, efforts remain unvalued, readers are disappointed, the budget has been spent, and the goals have not been achieved.
- You don’t know onions in what you are writing.
The other extreme of some managers in pursuit of the content is to write about what they know nothing, absolutely nothing at all. You know what I mean; sure, it is possible to hire a copywriter, you can even compile your own palatable text. But if you are far from what you are writing, a keen client will feel the catch. Do not underestimate the feelings and sensitivity of the audience, readers capture the falseness like children. Most often, marketers take such a content-related risk when they want to be in the right place at the right time. Game Pokémon Go has caused a rise of interest in augmented reality technology. To such extent that all the world and his dog began to write about it. In 80% of cases, it was not just inappropriate (well, what relation, for example, toothbrushes can have to augmented reality?), but it also gave the opposite effect. When playing with such content, instead of becoming an expert you will be a dilettante, losing the audience trust.
- You say nothing new.
Everything has a downside. Being an expert in some narrow area, the company starts to repeat itself. Your customers will not greet the 115th posting “Ten reasons to buy our tights” with applause. The audience is alive; they want to study, laugh, and learn something new and interesting. They do not mind refreshing an interesting last year article in their memory, if you add results or changes in the intervening period. Every few months, you should close your content plan and give free rein to the imagination. Think about what you want to write, you want to read, take a new look on your company, product, service. I assure that the result you will receive due to the brainstorming will be more authentic and interesting than the planned content, which I see at each site on the Internet. When you add a bit of your personality into the content, it will stand apart as something new and refreshing. And your customers will reward you for it.
- The customer can’t find your content.
Perhaps, it is the most hurtful mistake of all. Your content is not the Noah’s ark. It is not enough to publish it and two of every kind would come to it. Your clients won’t have any idea that you have tried and whipped up a bunch of postings and articles, till you do tell them about it. Therefore, if you have created a content marketing masterpiece it must first be published and then you should throw some “light” on the fact. Do not forget to promote the postings in the social networks – this is the simplest. You can submit materials to the editor for publication on other sites; send e-mail on contact database. Every possible way is good if it works.
So, spending a little time on the audit of your content strategy, you will find the weak points and can quickly remedy the situation.
The main picture was taken from freepik.com