6 Common Content Marketing Mistakes That You Should Avoid
Content marketing is creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience to drive profitable customer action. When customers engage with your content, they’re more likely to take the steps you want, such as making a purchase, signing up for a newsletter, or requesting more information about your product or service.
In recent years, more and more companies are utilizing digital marketing because it’s the easiest way to market their products and services. Because many people are constantly using their gadgets to browse the web, this presents an opportunity for marketers to target them. However, this alone isn’t enough because proper strategies, such as content marketing, must be used.
Content marketing is creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience to drive profitable customer action. When customers engage with your content, they’re more likely to take the steps you want, such as making a purchase, signing up for a newsletter, or requesting more information about your product or service. Of course, this isn’t a one-and-done process because you might make mistakes that can jeopardize your content marketing strategies. Naturally, these mistakes should be avoided, and these include:
#1 – Not Establishing a Clear Goal
Marketing is a constant process. A company needs to have a clear goal in mind before embarking on any marketing campaign. Without a clear goal, it will be difficult to measure the campaign’s success and determine whether or not it was worth the investment.
For example, if you’re trying to increase brand awareness, you’ll need to track metrics like reach and impressions. If you’re trying to generate leads, you’ll need to track things like click-through rates and conversion rates. And if you’re trying to drive sales, you’ll need to track things like order value and customer lifetime value.
#2 – Not Prioritizing Your Target Market
Your target market is the people most likely to buy your product or service. When you’re first starting, trying to appeal to everyone is tempting, but this is a mistake. It’s much better to focus on a specific group of people and then expand from there.
If you’re unsure who your target market is, it’s worth conducting market research or surveying your potential customers. This will help you get a better idea of who you should be targeting with your marketing efforts. Establishing where you are in the market share will allow you to create a solid foundation when it comes to your marketing tactics and strategy.
#3 – Concentrating on the Hard Sell
Hard sell refers to selling a product or service forcefully or aggressively. This type of selling is often seen as pushy and can turn potential customers away. While you must be clear about what you’re selling, it’s also important to remember that people don’t like to be sold to. You’ll likely turn potential customers off if you come across as pushy or sales-y.
Instead, focus on building relationships and providing value. Be genuine and helpful, and people will be more likely to do business with you. This will go a very long way when it comes to retention and customer loyalty.
#4 – Not Adding a Clear Call to Action (CTA)
The call to action (CTA) is an integral part of a marketing campaign because it tells prospects what to do next. The CTA should be specific, clear, and easy to understand. For example, if you’re running a webinar campaign, your CTA could be “Register for the webinar.” If you’re running a contest, your CTA could be “Enter the contest.”
If your CTA is unclear or too complicated, prospects may not take the desired action. Make sure your CTAs are simple and to the point so that prospects know exactly what to do next. This is sometimes referenced to the buyer journey – what are the steps that you want your audience to engage in while visiting your site.
#5 – Failing to Engage with Your Prospects
Again, your target market isn’t going to just come to you. You have to go out and engage with them. There are several ways of doing this, including social media and direct messaging. You’re missing out on many potential customers if you’re not doing it.
Remember, Social Media does not have to be overwhelming – just a consistent message to your audience. You can also go ahead and respond as a company, therefore building that relationship and solidifying your value to your clients.
#6 – Producing Non-substantial Content
Above all else, you should always create substantial content that’s worth something to your audience. If you’re constantly churning out short, lightweight pieces, your readers will quickly lose interest. Ensure that each content you produce is well-researched and packed with helpful information.
Here are some ideas that may assist in your marketing content having some consistency:
Run a Social Media Takeover.
Share some relevant Content from a supplier.
Educate your audience on topics that they are searching for.
Content marketing is a strategic approach focused on producing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. When done right, it can drive customer action, leading to profit on your end. All that matters is producing substantial content to ensure your prospects keep coming back to you. if you find that you struggle to build a strategy with the information that you currently have, then perhaps it is a good idea to reach out to see how our team at In Front Marketing can assist you.
We understand the dynamic needs of businesses, so we develop solutions to ensure your audience sees you and your goals are met. Reach out today and allow us to build your strategy! If you’re looking for a digital marketing agency in Calgary, with a focus on Content Creation, In Front Marketing can help you!