Content marketing is one of the most effective facets of modern marketing around, and the appeal of it is pretty obvious. All you need to do is write a few articles several times a week, produce in-depth, masterful, SEO-friendly content, and then wait for the leads to come flooding in.
As easy as this sounds, you may have found that your content marketing isn’t performing quite as well as you’d like. Here are a few common mistakes which could be holding it back.
Your Content Isn’t Useful
You might be an excellent writer. However, a beautifully written article that doesn’t offer any value or solve any problems isn’t going to be received all that well. Let’s say someone wants to clear an ice dam in their gutter, and all you write about is the damage that it will cause to their gutter. You may have taught them a lot about the root of their problem and the amount of damage that ice dams can cause to gutters, but you still haven’t solved their problem.
Before you start composing any piece of content, take the time to get in your target market’s heads, articulating the questions they’re going to be asking, and planning to answer them.
You’re Not Outsourcing When You Need To
You might have all the skills and specific marketing know-how to craft a formidable marketing campaign. However, if you don’t have the time to keep on top of it, then your leads are going to suffer. As I’m sure you’re aware by now, running a successful business is no walk in the park. You’re going to have to worry about your licensing, negotiating with suppliers, keeping your shipping on-time and affordable, and cover a whole host of other niggling tasks.
When you’re trying your best to make sure the venture can survive financially, it can leave very little time for making sure your marketing is doing all it can for you. As a business owner, time is the most valuable resource you have. If you’re finding yourself squeezed for time when it comes to your content marketing, consider outsourcing at least some of it to services such as Copywriter Today.
You’re Selling, Not Teaching
The marketing execs from the Mad Men era had a much easier time of selling a product than we do. The average consumer was lot more gullible, and rules on what you could and couldn’t say in ads were far more lax. With all the information people have access to these days, if your target market feel like they’re being sold to by a sleazy car salesman, they’re not going to be very convinced to make a purchase.
The aim of content marketing, on the surface anyway, should always be to teach rather than to sell. Go into each piece you write with the attitude of teaching your customer how to solve a problem, and who they should be reaching out for if they need help with it. This will give your brand more credibility, and get your content shared much more.