89% of marketers say they have adopted content marketing, according to the Content Marketing Institute’s 2016 B2B report. However, only 5% of them find their content strategy very effective. How can we do better? Missing your content marketing is easier than it seems. Here are 15 common mistakes you can make with your content marketing …
1. You do not determine a strategy
only 37% of companies have a documented content marketing strategy (CMI 2016). Succeeding in your content marketing nevertheless assumes that you have developed a real strategy. How to do? Take a step back and analyze your competitors, your prospects, your ambitions, your uniqueness and your message. All these elements will allow you to put together a convincing and optimal action plan.
The types of content must in particular be adapted to your objectives to be fully effective. Your content marketing aims to convert new customers ? You then need to create content that drives your leads through the sales funnel. Your goal is toincrease traffic to your site ? You must then seek to gain external links with efficient netlinking actions.
2. You produce consistent content
By posting only one type of content, you make your dull, monotonous and uneven speech. You risk to annoy your audience who will get tired quickly. To succeed in your content marketing supposes, on the contrary, that you arouse his interest and his appetite by sharpening his senses.
How to offer variety and diversity? Think of feature articles, infographics, images, videos, white papers, humor posts, news briefs, checklists, questions and answers, tutorials, case studies, interviews… Vary the lengths, formats, typologies, channels… Let your creativity express itself to innovate and try to surprise your target.
3. You are too self-centered
In order for your targets to give you their attention and trust, you need to provide help. If you only talk about yourself and your products or services, you are missing out on your content marketing. As the specialist says, Jay Baer, author of Youtility ” If you sell something, you win a customer today. On the other hand, if you sincerely help someone, you win a customer for life “.
How then to produce relevant and useful information for Internet users? You must very widely expand your subject to interest and capture your audience. An editorial line should be wide enough, but not too wide. Focus more on them than on you. In other words, be custumer centric, rather than product centric. Start by using the “you”, rather than the “we”, and the rest will come more easily.
4. You don’t meet the expectations of your audience
Only 37% of customers say their favorite brand understands them, according to the 2015 study The Consumer Conversation by Econsultancy and IBM. Understanding your target allows you to be impactful in your content marketing strategy. How to do it? Ask yourself beforehand to find out about your potential customers, their needs and expectations.
Who are your targets? What are they looking for? What are their habits on the Internet? What content formats and devices do they prefer? To answer these questions, you can use your online statistics, ask your sales department or directly question your customers.
5. You don’t clearly show your motivations
To concretely achieve the objective that you aim with your content, why not ask your readers directly? Thus, you increase your chances that your audience acts in your direction. Incorporating a call-to-action at the end of your content will make it more effective.
Do you want to share your content? Call out to the reader at the end of your article and invite them to relay it. Do you want subscriptions to your newsletter? Clearly integrate a call to action button directed to your form. Do you want to start a conversation? Ask the reader for their opinion on your content.
6. You don’t measure your ROI
28% of marketers do not measure their ROI – return on invest (CMI 2016). So how do you know if you achieve your goals ? You can find out what works and improve it by analyzing the impact of your content. How to measure your ROI? It partly depends on your goals.
Looking for conversions ? Check with Google Analytics how many people have accessed your site via particular content and then purchased. Do you want to expand your community? Study your social media audience with Facebook Insights and Twitter Analytics, for example. You want connections? Measure how much you get them, by also analyzing their quality.
7. You don’t post often enough
Do you have to produce content every day? Without going into such a frequency, there is a strong correlation between the frequency of publication and the results of your content marketing strategy. 82% of marketers who blog every day got new customers through their blog while 57% of those who blog once a month got the same result, according to HubSpot State of Inbound – 2013-2015.
First, because your SEO will only get better. Then, by writing regularly, you stay in the minds of your audience. She knows that she will constantly find new content on your site. Your target can then be loyal and committed. Schedule a realistic calendar quality production and know how to stick to it.
8. You write tasteless and boring headlines
The average person has a six to eight second attention span. It’s less than a goldfish! Also, as soon as the reader arrives at your content, he must to be hooked and clearly understand your subject. If the clickbait exists, it is because it works! Because he arouse our curiosity and makes us uncontrollably click.
Should we give in to the sirens of the putaclic, often lying, sometimes annoying? Without reaching such extremes, learn to draw inspiration from it. Also, know more pampering your titles through copywriting. Give them more attention, they will give it back to you!
9. You are too dispersed
Since there are a plethora of broadcast channels, it can be tempting to use them all. It works for a while, but in the end you may run out of it! A blog, a Twitter account, a YouTube channel, an Instagram profile… abandoned give a very bad image of you.
Don’t aim too high! Be modest and realistic at the start of your content marketing project. Stay focus on qualitative and relevant production to create an audience, rather than scattering yourself and not being able to assume everything. You can develop other media in a second step.
10. You produce content that is not good enough
Not easy to hear? It is however essential to wonder about the quality level of your content. Let’s not even talk about the spelling or grammar mistakes that wipe out your efforts of writing and discredit your business. Sometimes a high ambition in terms of quantity produced or SEO can make you lose sight of the importance of the background and lead to a surface scan of your subject.
Rand Fishkin of the Moz blog was the first to use the phrase “10x content”. It means your goal is to create content that is 10 times better than anything similar in SERP today. Although this seems difficult to achieve, we must remember the need to always be very demanding in terms of the quality of the content in order to hope to stand out.
11. You don’t optimize your content
Writing quality content for your targets is essential, but not enough. It is also necessary that your publications are well referenced. To be seen and read on the Web, be sure to integrate, wisely, keywords that interest your audience.
Also look for long tail keywords to increase your visibility. Free tools like Google’s Keyword Planner, Ubersuggest or Answer The Public can help. Finally, don’t omit the use of hn, alt… tags for good on-page SEO.
12. You ignore the competition
By not looking at what your competitors are doing, you deprive yourself of basic information for the success of your content marketing. What strategy did they choose? What content works for them? How often do they publish? What are their strengths and weaknesses? How much do they seem to invest in their content marketing? Etc.
Make a competitive analysis at the start of your process, then stay constantly in standby. Your competition must also inspire your own content. Without copying or paraphrasing them, seek out ideas for producing much better content.
13. You are not promoting your content enough
Once you’ve spent several hours producing great content, it would be a shame to lose all the benefit of this work by reaching only a few people. Indeed, its simple publication is insufficient. How then do you ensure optimal impact on your blog posts? Based on Pareto’s law, Sujan Patel, growth marketer and co-creator of WebProfits, advises to pass 20% of your time creating great content and 80% promoting it.
What promotion techniques should be used? Publish and republish your content on social networks. And be active there. Contact them influencers that you quote so that they can relay it. Send an email to your contact list. Etc. Planning a modus operandi helps you be more productive and efficient in this crucial step.
14. You don’t analyze your failures and successes
If your content fails, what do you do? Are you making them disappear? There is no shame in failing, however. Winston Churchill said: ” Success is walking from failure to failure while staying motivated “. The main thing is to know why your content didn’t work. Didn’t understand your audience? Haven’t you deepened your subject enough? Wasn’t your content interesting enough …? This analysis allows you to avoid constantly repeating the same mistakes.
This observation is also valid when your content is successful. To be able to renew winning recipes in the future, you have to know your successes. Take the time to analyze them as well. Content marketing must be a continuous learning and constant adjustment.
15. You lack persistence
Content marketing is a long-term strategy. It requires copious efforts to build and decline a message, to create and develop an audience, to generate leads and convert them… To demand immediate results is absurd!
In most cases, you will need to long months of hard work to trigger the first fallout. Also, brace yourself and, if the slope is too steep, get help by outsourcing part of your tasks.
Because it is simple to understand, more and more relayed and accessible, content marketing seems to some people to be an easy process. They then improvise content producers a few minutes a week. However, think again, this process requires skill, skill and strategy to succeed.
And you, what mistake (s) do you see spoiling too many content marketing strategies? Feel free to comment on them.