Learn guidelines and pitfalls of content marketing,
and march to great success!
All areas of life have guidelines and pitfalls. To
move to the top, we need to learn them. We show these to you in the area of content
marketing
Guidelines
- Cater to needs– Many people have their own business blogs. People are just not interested
in knowing someone's business. They
are looking valuable content in exchange for their attention that can be knowledgeable,
educating, entertaining and so on.
- Guide, don’t openly sell – We need to guide people without openly selling our product. We
can of course promote a product gently in the process.
- No strategy-
Many organisations make the mistake of skipping past the strategy. We
should avoid this by doing research on resources, metrics and the
content’s role.
- Easy to find content Termed cornerstone
content, this refers to content that can be categorized and archived in a
way that’s easy for customers to find. The best part about this is that it
greatly increases the ROI of content production. Each article brings a
return on investment over a long period of time.
- Educate for free – Give some value in
advance. This definitely brings in customers. So, we could go to some
extra miles here.
- Focus on niche – We must define the right audience and then develop relevant
content. People who follows this are the winners.
Deliver quality – Always aim for excellence
in content. With so much saturated data, only this type of content works.
- Be real– Be
genuine,sincere and be authentic. This with deliver results for sure
- .
- Use a well established rule- To get the right amount of content types remember the rule
of third. 1/3rd of the content should be original, 1/3rd should be
licensed and 1/3rd should be user generated or influencer based. It
can be adjusted as we move along.
- Winning with Visual content – Audience process visual information much faster, in fact 60.000
times faster than text. Combining text with appropriate visual content
gives many opportunities to win audiences.
Pitfalls in Content Marketing
The common pitfalls in this area are :-
- Lack of Consistency – Content and its marketing is a long process that keeps on
changing as per the circumstances. One needs to always be consistent and
regular
- Poor quality– This
is always unacceptable. Quality should be excellent and production should
be rich.
- Not being present in the entire lifecycle – What we create sh continuously engage the audience
throughout the lifecycle, past the point of sale—from awareness to
advocacy. Because ultimately, the end goal of content marketing and the
reason for addressing each stage of the lifecycle of people, especially
the customer is to continuously deliver valuable content that solidifies
profitable, long-term customer relationships and brand advocates.
- Don’t view this as a means for SEO- It’s true that content marketing done right can and will
increase search rankings and drive web traffic. But SEO is an ancillary
benefit of content marketing—a subset of the program.
- Picking the wrong content type – Two key questions before starting needs to be 1) What sort
of content will help me achieve my final goal? 2} Based on market analytics what type of content
will keep audience engaged? Audience’s preferences matter here rather than
personal preferences.
- No measurement
We won’t know our content marketing’s
effectiveness unless we measure its performance. This makes measuring ROI
also much easier. Ultimately metrics will determine the rate of
success and failure.
- Making content too difficult to get– We should not make the visitors wait for too long to access your
content. We must simplify the process for them to access it without
any delay.
- Not distributing the content – Effective distribution always helps in making campaigns successful.
Don’t just post it on the website. Do social media sharing, invest in SEO.
- Not engaging after publishing - Follow the content and keep track. Don’t just post
and forget. We need to monitor lead generation forms and check social
media accounts. In fact, we could include call to action in content
itself.
- Launching without clear goals – Before starting up with content writing, we need to be
clear about our goals. The goals can be educating about a product &
services, lead conversion, brand awareness, shares, selling and so on.
Content without goal is not marketing.
It is also said that the same is the case with content marketing as well.
When proper research is done to frame content
for the target audience and they accept it the content can do wonders.
The benefits will not be all of sudden, it is usually gradual but yes it would
last for a life time.
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