The aim of any content marketing campaign is to spark your customers’ interest or solve a problem that they have. They don’t want to feel like you’re selling to them. You need to provide content that combines media, text and graphics to draw in potential customers. It is about giving them information they feel they need in their lives. Any type of sales pitch is guaranteed to chase potential customers away.
Here are some things to avoid when developing a content marketing strategy:
1. Writing filler content
Content needs to be useful and not full of fluff. Your customers will not appreciate content that does not help them in some way.
2. Not having a good marketing plan or strategy
You need to provide content that is focused and has a clear path. A good marketing plan will make everything easier in the long run. It will provide you with a template to use for future content.
Avoid bragging about yourself – this is my pet hate. I would say I am most probably too much the other way. It is best to focus on content that your reader can relate to and put into practice easily.
4. Not understanding your target audience
You need to understand who your target audience is to write for their interests and needs. Check out forums and other websites to gain an understanding of what people are asking about in your area of expertise.
5. Doing it alone
Once your website/blog is established it is possible to find talented people who would like to contribute to your content.
6. Impersonal and too professional
This can turn casual readers off. Telling stories (without bragging) from your life and experiences that are relevant to the blog makes for a much more interesting read. This website is all about my experiences as a Virtual Assistant and Internet Marketer. I try to share the good points and the bad points so that it is a true reflection of working from home.
7. Being too casual
On the flip side of the coin is being too casual. As a professional who works from home it is important that I maintain a knowledgeable voice as well. It can be in a conversational tone but incorporating relevant experience to prove you know what you are talking about.
8. Keyword stuffing
What this means is using keywords in your posts that you are trying to rank your website for. Although they are important just putting them in posts to rank will not make good readable posts. You need to definitely pay attention to Search Engine Optimization but don’t overuse keywords. They need to fit naturally.
9. Not taking advantage of social media
We all know how useful social media is today and if readers find your content useful they will want to share it. If it’s difficult to share then you will have fewer visitors to your site. Make sure to include links and buttons for sharing under each post.
10. Stale Content
If you run out of ideas for your content then it’s time to recruit guest bloggers. Guest bloggers can introduce new ideas, have new takes on your topic and add new voices.
Successful content marketing is very much a balancing act. It is making people understand how much they need your product and making people feel like you are not out to hard sell. It is important to remember that people don’t like being pushed into buying something. However, if they are gently convinced that they can’t live without your product or that they really should try it, they will eagerly buy. Therefore, be sure to edit and review your content to keep it fresh and interesting to your potential customers.