Content marketing is one of the most cost-effective investments that a business can make. It increases traffic and generates high-quality leads, which is why so many companies have jumped on board.
According to the Content Marketing Institute’s report, 92 percent of marketers consider content as a business asset. As a result, marketers must do all necessary to maximize the value of their content marketing initiatives’ return on investment (ROI).
However, content marketing is not without its difficulties. Because it is a crowded market, there is little room for errors or missed opportunities. Therefore, marketers must get it right to gain the best outcomes.
Here are six of the most shared content marketing errors and how marketing professionals may avoid them.
1. Failure to create re-usable content
When it comes to content creation, a one-and-done strategy is not a good idea. A high-quality piece of content demands a significant investment of time and resources; hence, marketers must seek to maximize their return on investment by developing content that can be repurposed and shared across several platforms in the future.
For instance, marketers might repurpose a blog post as a visual medium, such as an infographic or video. Because all of the research has been completed, it is primarily a matter of repackaging the material for new media.
2. Inadequate content creation along the sales funnel
The buying process is multi-tiered, and as such, marketers must address each stage while developing content. If you focus exclusively on educational content, you risk missing out on nurturing buyers further along the purchasing process.
Marketers should strive to generate content that is appropriate for each stage of the sales funnel. For example, while educational blog postings are critical for raising awareness, generating content such as case studies and eBooks for later process phases is also crucial.
3. Ignoring user-generated content
User-generated content is any content that users create for no monetary gain. This can range from photographs and videos to reviews and blog pieces.
According to a survey conducted by Reevoo, 70% of people trust images created by consumers like themselves above images created by brands. Marketers who disregard user-generated content are passing up a big chance to establish customer trust – not to mention the time and financial resources saved by outsourcing content creation to users.
It’s easy to see why marketers are now incorporating user-generated content into their campaigns. You can find out what inspires your audience to create content and engage with your company using social media channels like Facebook and Instagram.
4. Lack of an approval process for content
There is more to content creation than developing an excellent article and distributing it. However, before that can happen, your material needs are reviewed and approved by teammates and clients. Peer review is critical because it guarantees that approved material maximizes each component and is published on schedule.
Many marketers attempt to manage content approvals using email or spreadsheets; however, relying on these approaches slows down the team and erodes client relationships. In addition, it’s all too simple to lose track of approvals and to fail to receive feedback in time to fulfill customer deadlines.
Marketers should ensure that they have a mechanism in place for content approval. They can establish a template for content review and approval that specifies the duration of each phase (review round one, revision round one, etc.).
Additionally, marketers can use a content management tool to prepare, approve, and publish content efficiently. The program centralizes revisions and modifications, obviating the need for cluttered spreadsheets and interminable email threads.
5. Failure to evaluate content marketing performance
One of the most common errors marketing teams makes failing to evaluate the effectiveness of their efforts. Without examining the data, it is impossible to determine what is or is not functioning.
For instance, if a piece of content does well, marketers can repurpose it or focus exclusively on that strategy. If something isn’t working, they might redirect their efforts to other endeavors.
It’s critical to do quarterly reviews of content marketing performance with the rest of the team. In addition, engagement indicators such as page views, social media shares, and the number of time visitors spend on specific pieces of content can assist marketers in continuously improving their campaigns.
6. Insufficient promotion of material
After the content is published, the marketing process does not end. Many marketers make the mistake of focusing just on content creation; nevertheless, marketers must constantly expose their material to their target audience to have an impact.
Marketers should devote more time to promotion than to content creation. One strategy is to adhere to the 80/20 rule. Spend 20% of your time developing content and 80% of your time promoting it via social media, blogs, email, and other channels.
With some forethought, marketing teams may avoid some of the most shared content marketing blunders. However, there is a lot for marketers to consider when developing a successful plan, from building a content review procedure to providing content that spans the whole sales funnel.
However, those who do it correctly will reap the benefits of their content efforts.