The following post spotlights some of the most terrifying statements you can make about content marketing. If you recognize yourself in one of the examples provided, reconsider your plan of action before your content marketing approach turns into a scene from a scary movie. It is always best to acknowledge an issue and gradually fill in the gaps, than leave it unresolved. You can handle a situation much better by being proactive and not reactive.
1. "I don't have a strategy. I just want to attract more customers."
First of all, you need a clear understanding of what a marketing funnel is. Neglecting one of the areas of the funnel can result in a chaotic and devastating outcome – not attracting enough people interested in your material, not generating enough leads, or even losing customers when you were supposed to complete the conversion process.
2. "Collaborating with competitors? That's unheard of."
What happens when you write an interesting post for someone else's blog in your niche? You get your big chance to be noticed by your competitor's audience. What is the outcome of sharing an outstanding piece of content (written by someone else) with your followers? They become more educated, receive the value they have been looking for, and like you even more. Sharing is caring, remember?
3. "Why would I promote my blog? I would rather promote myself and my services."
I have recently heard this one. Sadly, you can come up with all the great content you want, but if it isn't promoted well enough, chances are, it will remain unseen. By inviting people to check out your blog, you gain an opportunity to draw attention to the relevant material that you would like to share with them. By promoting your blog, you ARE promoting yourself and your services. If you show yourself to be an authority of your niche in your blog, it strengthens your authority in your business and services. A win-win situation.
4. "There's nothing wrong with being generic and recycling the subjects others use. Everyone does it."
Hopefully, by now everyone has had enough time to learn about the importance of creating original content. Don't be afraid to reveal more than others and provide more value to your audience free of charge – demonstrate your exertise, provide examples with real-life scenarios, and learn to stand out! Go back to the sales funnel, think of what other types of content (such as e-books, infographics, webinars) you can provide for your audience to make sure they obtain the answers they seek and more, becoming more educated on the subject than before they visited your blog.
5. "Now that we wrote a stellar blog post, it's time to share it through every social media platform ASAP, right?"
Wrong. While some people follow your brand on more than one network, it will be somewhat annoying for them to see the exact same update on Twitter, Facebook, Pinterest, Google+ and so on. Another aspect worth mentioning is that social media channels attract different types of followers: Some bring in a younger crowd looking for amusement and fun facts, while other platforms are built for more mature, career-oriented groups fascinated by case studies and dry facts. Learn more about cross-channel marketing. Gain more insight on sharing content according to your followers' needs and where your niche shines.
6. "I don't have much time to bring every blog post to perfection. The more content I create, the higher are my chances of being noticed."
Having a relaxed attitude toward the format and style of your content means this: you underestimate the people who read your posts. Avoid grammatical errors and spelling mistakes. While it sounds like the most basic advice on blogging anyone could ever give, the astonishing amount of content filled with typos can leave your customers frustrated. The majority of readers get easily distracted by these mistakes and would most likely put your credibility into question. Quantity does not equal quality.
7. "I want my material to be equally useful for whomever will come across my blog."
Unfortunately, this one-size-fits-all approach will not do much for your brand. Quite possibly, instead of being equally insightful for majority of the crowd, it will appear to be equally useless. You will get similar results if you build content around every feature and every single type of service that your company provides. Lack of focus is purely detrimental.
8. "I keep my blog posts at an ideal length. Short, snappy content is the most memorable."
Clearly, content should exclude any sentences that do not bring informative, entertaining, or educational value, but word count should not be your number one measuring tool. Can you educate your reader AND complete your message in content that is 500 words long? Ideally, the length of a blog post varies depending on how fully the author wants to cover a certain topic. Use as many or as few words as necessary to cover the topic at hand.
9. "I rely on _______ as the most important metric of my blog's performance."
You can only complete an accurate evaluation of your brand's performance by taking multiple variables into consideration. Analyze the number of your subscribers and page views, in addition to comments, shares, and other types of feedback. Then, you will have a proper evaluation of your blog or brand's performance.
10. "Look at how great our product is! It is time to take action and make a purchase!"
This so-called call-to-action does not relate to content marketing in any way, shape, or form. The Internet continuously unveils plenty of cases where a source of valuable material for the audience turns into shameless self-promotion. Of course, direct marketing still exists, but we are committed to a different strategy, and need to play by the rules.
If you have any scary marketing stories to share, let us know!