We all know how important content is for a marketing campaign. At the same time, we all know that everything we do is related to marketing.
We are marketers when we create our resumés for a new job. We are marketers when we go to the interview. We are marketers when we go on dates, when we socialize with other people, when we talk with the person behind the counter that serves us our morning coffee. The content represents what we talk, the gestures we make, our posture, the way we dress.
When it comes to online digital marketing, things are not that different. Instead of verbal, content is written and visual appearance is replaced by images, graphs and typographies. However, having to deal with marketing related stuff all day long does not make us all experts.
Everybody makes mistakes. Fortunately, in most of the cases they can be repaired and if not, we can learn not to repeat them the second time. Today, I am going to sum up some of the most common mistakes related to content marketing. I hope that together, we will learn to avoid them in the future and get the most out of our marketing campaigns.
Time is money, spend it wisely. Avoidable mistakes can cost you a lot of time.
1. Don’t just assume that people care about your brand
They don’t. They don’t want to hear your brand story, they wouldn’t care less about your successes. They want to hear why they should buy from you. Why they should follow you. You need to give them reasons to stay on the page long enough in order to receive a message.
Let’s be honest; people don’t just wake up saying they want to hear the latest news about their favorite brand of shoes. Or, the story of how the brand came to life and what made it successful. If you really want to tell them a story, make it about them. Make it about how great their lives would be if they buy your branded shoes. Your content should be rooted in what people want to hear from you and not vice versa.
Imagine that people receive up to 10,000 brand messages a day. They ignore most of these messages.
2. Write a great story
Remember not to write the story of your brand? Well, this does not mean that you don’t have to write a story at all. In fact, this is exactly what you have to do.
You want to convey a message to the audience, to give them something valuable in respect for their attention. It’s important to be informative but considering how precious time it is, it’s not enough that you know things your audience doesn’t. This is where storytelling comes in.
A storyteller knows how to keep his audience interested and focused on what the messages they are conveying. They understand better the message if you help them relate to real life stories. Include them into your content and you will not fail.
3. Don’t get to hung up on subtleties
Marketers sometimes forget how important the message is and get hung up on subtleties and little things that do not count. Yes, it’s important to have a great writing style and professional visuals that fit with your articles but at the same time, what you say is more important than how you say it. Unless you write an essay for the literature class, or a poem for a prestigious publication, you don’t need to worry about subtleties.
Focus your attention on the message itself.
Focus on how valuable is the information you are conveying to the audience. Obsessing about details will delay your publishing and consume precious amounts of your already limited time.
4. Don’t just assume that writing a great article is enough
Just because your content is valuable and informative, it doesn’t automatically mean that your website will get thousands of readers instantly. In fact, nobody will come just because you think they should.
You have to work even more to earn the audience’s attention, to convince them to visit your website, to gain exposure. There’s a lot to talk about this subject and I promise I will come back to it in a future post. Until then, you can read here a thorough guide on how to get more exposure and influence in your industry.
5. Get inspiration and fresh ideas from the competition
I am sure that you are always wondering about how your competitors survive, what they are doing and how they are doing it. In today’s world however, the answers are just a few clicks away.
Presuming that all your competitors have websites and blogs, all you have to do is check what they are posting. What type of content are they sharing with their audience? How is it better or worse than yours? What can you learn from them?
Also, pay attention to what the competition is not doing. What did they miss? How can you improve your strategy by covering the topics they forgot about? Is there a void of knowledge that you can fill with your own expertise?
There are a lot of things you need to thinks about if you want to write great articles and be a successful content marketer. Obviously, I did not manage to list them all in this short guide. My intention was however to pinpoint some of the most important things your success depends on and I will give you the opportunity to complete the list with other great advises in the comments section.