How To Handle Content Marketing Mistakes
Posted by Lori Pendleton on Fri, Dec 23, 2011
Content marketing is still relatively new for most people, but it took off so rapidly that many sites started doing it before they could see the mistakes they were making:
- Having no clear direction for their content strategy
- Treating content as separate from other marketing channels
- Posting content that has no clear purpose
- Using keywords incorrectly - or not using them at all
Making any or all of these mistakes costs many marketers time, resources, and revenue.
But you don't have to be among them. Here are some content marketing tips that'll strengthen your online presence - and your business.
Create an overall content strategy.
Your overall marketing strategy has clear goals and objectives, so your content strategy needs to have them as well. While content is good, there needs to be a context around it. Otherwise, you end up with a lot of disjointed blogs and posts that don't convey any overarching purpose.
If you want your content to achieve some overall goal or objective - whether it's increased revenue, greater customer loyalty, or higher web traffic - you need to create a plan for it before posting. What do you want to happen? Who are the people you want to reach? What websites would they visit? When would the content resonate with them? How will I know it's working? If you know the end game, you'll be able to post content that resonates with your target audiences, leading to increased traffic and ultimately more revenues.
Integrate content with the rest of your marketing.
Your content shouldn't be so far removed from your traditional marketing campaigns that they seem like they're form two different businesses. Otherwise, you entire brand could be diminished.
Instead, think of content marketing as an extension of your business. Your messaging should still be consistent, but you can go deeper into your offers. For instance, a blog is a great way to provide more detailed information or case studies about your products. And, if placed in relevant sites, you can tap into whole new markets and attract new customers.
Have a purpose for your content.
If you're already following the content marketing tips listed above, this step becomes much easier. If you're posting frequently but not getting any traction, it may be because it doesn't offer anything to your audiences. You might get a lot of clicks in the beginning, but over time people will abandon your content because it has nothing of value to them.
Make sure your content has something tangible to offer. Make sure it has a purpose. It could be advice or information that interests them and has some application in their work and their lives, or it could be a call to action that brings them directly to your products and services. If people don't know why you're posting, they won't bother to come back for more.
Use keywords, but use them wisely.
One of the most oft-repeated content marketing tips has been to populate your content with keywords, because the more, the better. But successful content marketing isn't based on the number of keywords, but rather how they're used.
For one thing, keywords that appear higher on the page are weighted more heavily than those placed on the bottom. Make sure at least one of your keywords appears in your title and again close to the top of your page. Also, don't underestimate your readers - they can spot keyword stuffing from a mile away. When you write your content, let the keywords flow organically. It makes for better copy, and it feels more genuine to audiences who are looking for companies and content they can trust.
Content marketing is getting more and more sophisticated, so it's no longer enough just to post something. Your content has to mean something to your overall strategy, and once it does, it'll mean something to your audiences.