In the almost limitless universe of the Internet, the art of content marketing can be tricky. You need to know your target audience and their desires and always be one step ahead of the competition. Add to that the ever-emerging new channels for your content, and you have a pretty challenging task ahead of you.
Before you jump into this war of words, here are 11 pitfalls to watch out for:
1. You don’t do your ground work
You can’t build a skyscraper without a foundation. What is the purpose of your content? Who are you aiming it at? Does it align with your brand personality? If you don’t think about these questions and build a concrete plan, you might fail before you even start. It also helps to review your content and see what you can do differently than the competition.
2. Absence of a clear take-away
Humorous fluff is fun to read on the Internet, but don’t let their popularity sway you. Good content needs a solid take-away – a message that hasn’t been available to your readers before. Give them something new through your content and they’ll be hooked on your every word.
3. No call to action
The closing paragraph is strong, but the call to action (CTA) is stronger. Every piece of content should evoke something in the reader by the end – be it curiosity, happiness or even fear. Give your reader some action after reading your content – it could be liking, sharing, commenting, or accessing your hotline or website to learn more about your product. Whatever you do, don’t leave the reader hanging at the end of your paragraph.
4. Choosing quantity over quality (or vice versa)
Content marketers continue to struggle with this question – produce more content faster or deliver comprehensive content less often? In our experience, a healthy combination of the two is the best long-term strategy for content marketing. Don’t be pressured by the speed and frequency of new messages on the Internet. produce only the best and most current content that your marketing plan allows.
5. You don’t optimize your content (SEO)
Do you want your content to be the first thing netizens see in a quick Google search? So don’t let search engine optimization (SEO) be an afterthought in your content marketing plan. Come up with strong keywords and strategically add them throughout your content. Get it right and watch your content rise straight up the search results list.
6. Writing long paragraphs
Let’s face it – online reader attention spans have taken a dive in recent years. Long paragraphs are tedious to read. On the other hand, breaking your content into shorter paragraphs or bullet points will improve the readability of your paragraph. Each paragraph and paragraph also acts as a placeholder in the readers’ minds that they can refer to at any time.
7. No internal or external links
Don’t you want a visitor to your website to stay and learn more about your product? Internal links to older content are a great way to ensure audience retention, greater interest in your brand, and better search engine optimization. External links to related topics also increase the ranking power of your content because Google’s search spiders read them as “third-party voices” for your piece.
8. Not using relevant images
The introduction image of your post is the first thing a viewer sees on social media. Relevant images and infographics will make people want to read your blogs. After all, no one wants to read a constant stream of text. The content is becoming more visual by the day to keep readers hooked, and you should follow along.
9. Too much advertising content
The online audience wants entertaining and engaging content, and they also don’t want to be constantly marketed to it. You’re not going to achieve the latter by producing overtly promotional content with words like “buy”, “sell”, “trade” at the forefront. Creative, engaging content with ready-made visuals is the gold standard in marketing today.
10. Random distribution of content
Simply sharing your content on all social media platforms may sound like a good idea at first. However, if you don’t share it on the right platforms that your target audience prefers, all your efforts may go to waste. Justify the online distribution of your content based on your audience’s social media habits and the nature of your product.
11. Ignoring Content Metrics
Content marketing is not an open case; there is always more to learn from your existing work. To simplify, there are four metrics you can use to analyze the success or failure of your content so far: consumption, sharing, referrals generated, and sales and revenue. You can then adjust your future content or strategy based on these results.
Marketing your brand with online content doesn’t have to be rocket science – if you do your homework right, partner with a communications agency that can get your brand the attention it deserves!
Do you know others about content marketing? If so, leave a comment,