The biggest mistake in content marketing is to not learn from those mistakes. Everyone makes mistakes, and some of them sort of sneak up on you. And then there are the most common mistakes, that almost everyone makes. Here’s how to avoid them.
What to look for and avoid
Hereâ€™s the thing about content marketing â€“ you canâ€™t ever rest on your laurels. Thereâ€™s no big secret to success â€“ your content needs to be fresh and dynamic, or your audience simply gets bored and doesnâ€™t return. So thatâ€™s a major â€“ making sure your content doesnâ€™t get stale.
You should also be on the lookout for:
- Inconsistency â€“ Joe Pulizzi of the Content Marketing Institute once said: â€śContent marketing doesnâ€™t fail because of content quality. The main reason is that itâ€™s inconsistent, or it stops.â€ť What Joeâ€™s saying is that giving up is not an option. If youâ€™re just sporadically adding new content or being completely lethargic about it, youâ€™re not going to see any benefits.
- No outlets for feedback â€“ what you donâ€™t want is for your content to wind up in a dead end. The mistake here is in thinking that your content will instantly engage loyal customers; well, thatâ€™s unlikely if thereâ€™s no way for them to give you feedback. Comments areas, CTAs, social media responses â€“ these are all great ways to engage your customers and keep them coming back.
- Content isnâ€™t being marketed â€“ so the idea here is to leverage your social media platforms against your website. Social media shouldnâ€™t be used to advertise â€“ itâ€™s there to drive traffic to your website so that customers get a good look at your content and hence, your offering.
- Quantity but no quality â€“ itâ€™s really important with content marketing that you focus on both quantity AND quality. You need to keep your content fresh and updated, but itâ€™s vital that the content itself is useful, informative and engaging. Quality content builds trust and drives thought leadership.
It’s also important that you get to grips with Search Engine Optimisation (SEO) so that Google looks favourably upon your content. Googleâ€™s own quality guidelines explain how to make sure your website ranks highly with them, and their advice is well worth taking on board.
Above all, keep thinking outside the box. There are no hard and fast rules with content marketing, but the content that sees the most success is that which is always innovative and always thinking of new ways to engage customers.
Here at TSBC, weâ€™re the content marketing experts, with a whole range of solutions including a complete Small Business Resource Centre. Contact us on www.tsbc.com/contact to find out how we can help you.