Most and especially small scale businesses may not have capitalized upon the hugely anticipated verticals of Content publishing and marketing. The reason could be many that directly hint at their unpreparedness for the transforming trends. Writing and throwing a blog in the ocean called web shows how primitive your perception towards the market is.
Content Marketing is essential, as essential as it is to have application developers on board. However, certain prerequisites have to be assured.
- Absence of Marketing Strategy in Place
Let’s get over the myth that Content Marketing is one of your many strategies in the portfolio. Infact, it is a catalyst to boost your current marketing approach. So, before you plunge at publishing blogs, white papers and case studies make sure you know your target leads, their expectations and your readiness to serve them. Marketing content without inculcating a set strategy is just an unprepared attempt towards trial and error.
What to do – Have an intricately researched plan to pitch the market and ‘then’ utilize the content power to capture attention. If it is still a strategy for you, then execute it in the end.
- Ineffective customer interaction
CRM tools sell like hot cakes for some reason. Capturing customer response towards services is highly important to inspire improvements and address their grievances faultlessly. The best blogs waste no time in tapping upon valuable information that an end user would want to consume. Thus, just copying content ideas from here and there in the name of reference would fetch no substantial returns.
What to do – Identify your customer interaction mediums and share the analytics data with the content team, the same as you do with the sales guys. This is aimed at prioritizing more relate able topics.
- You are dependent on a team of ‘journalists’
The decade left us with a valuable lesson of the R&D significance. The most talked about brands had their bets placed on innovation backed by rigorous research. While the competition gets aggressive, it is highly required that you identify the gaps and roll out exclusive solutions.
Content quality depends extensively on never heard before opinions and solutions. A team of writers only can assure superlative hold over vocabulary; is that what you had wanted?
What to do – Include writers with sound technical knowledge of the subject. The same should inspire them to conduct real time research and curate content that hits the bull’s eye.
- Promoting your product
Ofcourse that’s where all roads lead to! But the ‘shout out loud’ approach and flooding the social channels with your product features, success stories etc shall irritate the reader and you may end up in a spam’s folder. Understand this – you have to begin by ‘addressing a trending confusion’ your potential lead is locking horns with.
While walking through the solutions, you could utilize the platform in mentioning about your own product and that how it actually resolves the inconsistency. Many a times you may have to discuss the market challenges without mentioning your product.
The lead connects more with you since you are concerned about ‘resolving the issue’ and not ‘promoting your product’.
What to Do – Encourage your writers to come up with standalone opinions. Let them emerge as Content consultants and not just writers. They should match up to the surface level technical knowledge at the minimum.
- You are not writing for Search Engines
Time to discard another myth that SEO is a thing of the past! It may not be the crusader anymore but laughing at search engines is like ignoring the entire web. Your content has to be optimally verified before it gets published. All your content marketing efforts are nothing more than an average attempt at shouting in the waters.
What to do – Have a dedicated team of digital marketers. Keep your basics intact and work with essential keywords, trending topics and complying with all SEO norms.
- And that you are only writing for Search Engines
The missing art of story telling is the pain point here. Actually, a finely tuned balance is needed to satiate both – search engines and humans. You have to write smartly to attract search engines and write creatively to attract readers. The reader has to connect and get convinced that the paper talks about his business. As in point 5, content is not aimed at selling business directly. Only through tapping upon real time customer experiences, stronger relationships could be weaved.
What to do – keeping the end user in mind, use simplified language and steer your focus towards addressing more concerns.
- Not analyzing the response
Content Analytics – that’s another critical area you may have overlooked. Writing and writing more to publish more worked a decade ago. Your next move to market content should have improvements inspired from the feedback data of previous consumption. Why did or did not a specific article gained more readers, readers cross questioning in the comments, level of agreement or disagreement etc. could all be analyzed.
What to do – Checkout for the most effective Content Marketing analytics tools and build dedicated teams for it.
Don’t expect the results tomorrow! Content Marketing rests on long term benefits that take off steadily. Posting and evaluating the effort again and again will fetch nothing. Remember, Digital Marketing is itself making a significant shift towards ‘slow and steady’ and that’s where you need to hold on.