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.
2. 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.
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.
4. 1. 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.
6. 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.
2. You can’t imagine who reads you
7. 3. You have no idea at what level of the
purchase funnel your readers are.
8. 3. 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."
10. 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.
4. You forget about the business goals.
11. 5. You don’t know onions in what you are writing.
12. 5. 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.
14. 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.
6. You say nothing new.
16. 7. 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.
17. «So, spending a little time on the audit of your content strategy, you
will find the weak points and can quickly remedy the situation.
-ADL DENVER
Software Solution Company