These days everybody is generating online Internet marketing content. It would be a good thing, if only the content actually had any relevance or importance to our lives. Sadly, most of it is so useless that people have learnt to tune out everything, even the good stuff. The Internet marketplace has become of helluva noisy environment. As a result, people have become highly selective of the stuff they consume and bombarding them with information no longer works. Breaking through to the niche audience for marketers has become tougher- tougher than most marketers fully realize. Content marketing is one way of breaking through.
What is content marketing? Content marketing is nothing as complicated as rocket science, but it does have its complexities. There is lots of dynamism but if you start doing the same thing on this platform every day, there is the danger of the monotony sending you into autopilot. You start to forget about some of the small components that keep the content marketing engine running. The result- your strategy becomes a flop.
This is a mistake even the expert marketers find themselves doing. Some blunders can be so huge that there is total outrage amongst your audience, and some are so subtle that you don’t even notice you missed great business opportunities. Avoid making any of the following three strategies, otherwise you’ll be staring in the jeering face of failure.
1. Making your Content Strategy Just Another Ad
There’s no debating that content marketing is an advertisement method. However, it is very different in format, engagement and results from traditional advertising. One of the biggest mistakes you can make is to create it as if it is your regular ad by forgetting your medium. Your content is not like a newspaper ad, television commercial or mailbox circular that advertisers air or send out and then cross their fingers hoping for a boosted end-year sales figure to justify all their expenses and time.
With content marketing, the results have immediacy. Your analytics will show you the page views, social metrics will show you the tweets, shares or likes garnered, social media monitoring tools will show you the total retweets, and comments will give you the customers’ feedback. All these formulae and metrics will only give you returns that are worth your investment when you give your audience something they want, need, and are willing to share.
2. Throwing in “Social Media” to Make Content Shareable
The social media is an undeniable powerhouse in the Internet marketing arena, what with its ability to draw up to a billion users. Marketers are trying to capitalize on the popularity of such networks as Twitter, Facebook and Diggy by creating content that their audience will like and want to share. When writing your posts, you don’t mention social media in the title and a couple of times in the body then assume that because people are sharing it it’s a hit. They could be sharing it because of the sheer obtuseness you’ve displayed you are capable of!
You should aim at creating a sense of good will. Write something that evokes feelings in your readers, such as something surprising, fun, interesting, educational or even infuriating, and they’ll be the ones looking for those sharing widgets on your web page.
3. Targeting the Wrong Niche
It’s all too easy and common to target the wrong audience, especially as many people first create the product and then start trying to identify a way to sell it. You may get those Facebook shares and Twitter retweets you were hoping for, but this is insignificant if your audience does not do what your website wants them to do. Therefore, save the metrics for conference presentation and corporate blogs, and focus on influencing the decisions of your audience to buy, subscribe, or do whatever else they should do.
The thing is, keep your wits about you when considering a how to content marketing strategy to avoid any blunders. Wise up and learn to target your content by giving it both relevance and quality, and no matter how tempting it gets keep off the rampant fixation on quantity and coverage. Make your content effective not ineffectual, else all your money and time invested will be a waste.