Recognize These 3 Early Warning Signs Of A Failing Content Marketing Strategy
Content marketing is anything but a linear path! Beginners and professionals alike are bound to make mistakes from time to time – the only difference is the quality and quantity of mistakes one makes!
Yes, you heard that right! Every mistake that you make in an online marketing campaign can act as a stepping stone in your second one. Well, that’s one way to look at it. But, what if you already know the potential mistakes one could make in a campaign and strategically go around it? Sounds fairly straightforward, doesn’t it?
It will not only help you save the time you have in your hands, but also give you ample opportunity to try new ways and increase your chances of success.
Here are our top three picks which scream DANGER from the beginning and provide good reasons for you to be cautious.
1. You don’t have clear goals for content marketing
Setting goals is the first and foremost part of any content marketing strategy. If you are not clear on what you want to achieve with your content, you might as well call it a fuzzy desire. Having a method to your progress and counting on real numbers to be sure of your progress is smart work.
Even though all we talk about is converting more clients, final goal needs to be more specific. For example:
- Brand awareness
- Brand rebuilding
- Lead generation and nurturing
- Consumer conversion
- Customer up-sell
2. You content marketing goals don’t align with business goals
Many a times marketers make the mistake of overlooking their company-wide goals, and invest in ways that may or may not add to the company’s growth where desired. Needless to say, content marketing is a vast area and involves a long line of methods. But for it to be effective, it needs to be tied to the overall business goals. You can hold as many webinars, Q&As, publish content on the website, but if that does not support the overall sales or adds to your business revenue, it will be a waste of time and money.
3. What is your content tactic?
While strategizing your content marketing how many times do you stand in front of your content chart to see which content type will appeal to your audience the most? Prepare a list of different types of content – such as, infographic, videos, case studies, whitepapers, interviews, guides - to name a few , and work on a tactic that is most likely to work towards your goal. For example – if you want to get more traffic and increase your ranking on search engines, focus more on building SEO rich content that also provides value to your readers. Remember, different types of content will yield different results.
You cannot avoid making mistakes, but going around them is sure to save you time and money. Don’t waste your time strategizing day in and day out, instead set specific goals and work towards them.
The most important part of content marketing is ‘content’, so invest time in figuring out what type of content will contribute towards your overall goal.
What challenges do you face while working on your content marketing strategy?
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Let’s hear from you on how we can positively contribute to your goals!