5 Common Problems that Sink Content Marketing Strategies
Most business owners recognize the need to form compelling content in order to boost their site’s digital presence and win new leads. That much isn’t new. However, sophisticated content marketing strategies are often more difficult to implement than most people first realize. Indeed, there are a myriad of possible content marketing missteps that can derail your efforts and (potentially) hurt your company. With that in mind, today we’ll isolate five common problems associated with modern content marketing strategies so that you can avoid and/or correct them in future:
Lack of Direction
In the past, business could probably get away with posting content haphazardly. Now though, if businesses want to create blogs that gain traction online, they should first strive to create a long-term content plan. By forming a content calendar, businesses can more effectively monitor and schedule blog posts. Furthermore, writing blogs within a campaign –– as opposed to stand-alone pieces –– will allow you to take on bigger topics, link to related posts, construct pillar pages, and in general, produce better work.
The business world changes constantly. What was once considered a best practice as little as a year ago may now be utterly taboo in your industry. As such, it behooves all business bloggers to track such trends and to revise and update old content accordingly. In truth, business owners shouldn’t want an old blog with outdated or incorrect information to generate traffic because it will cause more harm than good!
Failure to Promote Effectively
Brilliant content that doesn’t reach a target audience is a waste of a business’s time and money. It’s imperative therefore to look for creative ways to promote your blog. Automated email newsletters, social-media posts, and offsite mentions are all great methods to attract more views to your site.
Why do consumers visit a business’s blog? Nine times out of ten it’s to seek an answer to a specific question. (How do I know if I need a root canal? Where can I find a glass bottom plate? What’s the difference between regular and diet soda?) These questions are often unique to your industry, so it’s vital that you actually provide solid answers to them. Otherwise, consumers will leave your site and go elsewhere (i.e. to your competitors’ sites).
There’s a misconception that virtually any employee can write blog posts in a pinch. While that may technically be true, it’s unwise to saddle someone who doesn’t write professionally with content-writing responsibilities. Writing that is riddled with mistakes, inaccuracies, shoddy syntax, or grammatical errors will have a negative effect on your site’s reputation. No, you don’t have to be a stylistic maven to craft meaningful blog posts, but it requires a level of nuance that’s easy to overlook.