The main idea behind content marketing is to stimulate interests in targeted products and services. With technology today, content marketing has become one of the main strategies that individuals, businesses, and companies are using to attract a wider spectrum of clients.
Many content marketers have ventured into this new avenue but are finding it hard to break even. Yes, they may find it easy to create content, but when it comes to marketing the content, it’s another story altogether.
As a professional content marketer, I have discussed the most common mistakes made in content marketing and how to avoid them. If you are able to avoid these eight mistakes, then you will find it easy to make your content go viral in 2018.
1. Forgetting your audience
When developing any content, the most important factor to consider is your audience. Who do you want to read or access your piece?
When you customize your content to a specific audience, you will get a stronger response from the audience. They will feel that you are addressing them and in return, they will give you the responses and reactions you want. The best part is that they will probably share it with others, hence expanding your audience.
The focus of creating (and promoting) content is to attract the right audience, so make your content all about them.
Remember, knowing your audience is the starting point for any successful content marketing initiative.
2. Not responding to comments
Most content writers ignore the fact that for you to be successful in your work, you need to engage with your audience as much as you can. One effective way of doing this is by responding to their comments.
People often feel very important and valued when they ask a question or comment on something and they get an informative response regarding the same.
Just as you would value comments from your readers, make sure you reciprocate as well.
Take note that when your audience leaves comments, they are actually doing you a favor. While responding to comments, you will be able to know your followers deeply and this may lead to a long-term relationship.
3. Lack of originality in your content
This is a problem that most upcoming content writers struggle with. Most of them lack a style and voice of their own. I am not saying that it’s wrong to have a role model or admire someone else’s writing style, just don’t be a copycat.
Having your own unique style of writing is equally very important. It sets you apart from others. People will relate better to you if you have your own voice and style. Remember, a photocopy may look the same but it doesn’t always feel the same as the original.
4. Forgetting to include images or videos
Other than your content topic, including images in your content, play a major role in ensuring people stay glued to your writing. Images attract both the mind and the eyes.
However, if videos are the core components of your content strategy, then you’ll not struggle to attract customers and grow your business’s online presence. Links to your videos can easily be shared, hence encouraging more people to visit your site and learn more about your services or products.
In case you are not handy with videography, using still images can come in handy as a great alternative. An attractive image will make someone decide to stop by your site and get a glimpse of what you are discussing about. Videos and images are powerful tools that should never be overlooked especially in this digital era.
5. Insufficient research
Before developing your content, you need to do a lot of research on the topic you want to talk about. What are the key issues in that area? What has been the trend? And lastly, what are the new emerging trends? Don’t forget to research keywords when creating content.
If you’re trying to achieve a top search ranking with your content, you need to research target keywords beforehand. A good research will also ensure that you feed your audience with the right information. The right information is critical to ensuring consistency and expansion of your audience.
6. Not including a call to action (CTA)
Including a call to action in your content can make a world of difference on how your content performs online. Using actionable language will help the user know what steps he or she needs to take; thus, making your content very effective.
It is very important that every piece of content feature a CTA. You can improve your CTA by placing it in a prominent location, such as the upper-right corner of your page. Every piece of your content marketing puzzle should lead visitors toward buying your products or services.
The last thing you want is for potential customers to reach the end of your content and then hit the back button to visit the competition.
7. Lack of a documented marketing strategy
The purpose of a plan is to move you from point A to point B. Your content marketing strategies should aim at specific goals that you want to achieve. It’s easy to say that you’re going to create a certain number of posts for a month, but actually doing it is a whole different story.
The biggest mistake most businesses make is not having a documented strategy specifically meant for content marketing. Learning how to blog only marks the beginning of your journey. You need to come up with a solid and actionable plan which you will follow to the tee. Be sure to highlight the steps you must take to achieve your goals.
8. Using only one content marketing platform
Search engines have the potential of driving a massive amount of traffic to your site, but this doesn’t mean you should rely on them exclusively. There are other ways to promote your brand online – which could be just what you need to increase your online reach.
One of the most overlooked ways to increase brand recognition is using press releases. Even with a single press release distribution, potential customers may become more familiar with your brand, thus increasing your chances of making more sales. Online users tend to trust the ‘branded’ content.