Ever since content marketing rose to prominence, it has enjoyed a DIY ethos. Content marketing is something that anyone can do, at least at a basic level: Any small business owner can create a Facebook account, send out some tweets, share behind-the-scenes snapshots on Instagram, and pen some company blog posts. While there is ultimately much more complexity involved with content marketing than just these few things—including particularities of strategy and reporting—the bar for entry is relatively low.
This is not to say that every content marketing greenhorn gets it right immediately, however, nor is it to say that there are not plenty of ways in which content marketing efforts can fall flat. In fact, there are certain errors and blunders that are all too common among content marketers. Learning to identify and avoid them is key to content marketing success.
When Content Marketing Goes Bad
What follows are just a few examples.
Creating content for nobody in particular. Marketing should never be done in the abstract; your message needs to resonate with specific people, and add real value to individual lives. This means that all content must be created and distributed with a particular audience in mind. Buyer personas can be invaluable for ensuring that you’re custom-crafting content, not just writing in generalizations.
Making the content all about your business. Ultimately, the star of your content should be the reader. Nobody necessarily wants to watch a half-hour video or read a 1,000-word blog post about your corporate history. The members of your audience want to know what’s in it for them—what actionable value or insight you can bring to their lives.
Underestimating how much content is out there. Frankly, almost every brand is doing some form of content marketing these days, which means you not only have to play ball, but do so in a way that cuts through all the noise. Simply parroting industry talking points or rehashing your competitor’s blog post will likely prove insufficient for making an impression.
Forgetting about user-generated content. The positive reviews that your clients leave you on Facebook, Google, and Yelp can be powerful in and of themselves, so make sure you harness these and any other testimonials you have at your disposal. Turn them into pull-quotes, graphics, etc.
Failing to promote your content. It’s not enough simply to create content. You have to proactively push that content to your targeted user groups if you want it to connect with them. When you create a new blog post, then, it should be trumpeted on social media, in email blasts, and across any other channels you have available to you.
Neglecting key content marketing tools. Many content marketers get so caught up in social media bells and whistles that they don’t realize just how influential tried-and-true marketing emails can be. Don’t neglect these powerful tools for connection and communication.
Creating and distributing, but not tracking and analyzing. Content marketing without analytics is almost pointless; if you don’t know what kind of effect your content marketing is having, you’re flying blind. Make sure to regularly check your reports and metrics, and to refine your strategy accordingly.
Learn more about what to do—and what not to do—in your integrated marketing campaign. Reach out to the enCOMPASS team at your next convenience.
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