Content marketing today is an essential component a brand’s overall marketing strategy. But there is still speculation on what works, how it works, and the results it can produce. So before you embark on your next campaign, read this.
1. My customers care about my brand
Your customers lead busy lives and they won’t necessarily have time to care about your products or your brand. But what they really care about is how your business can help them solve their problems.
So when you don’t get the results you expect from your content marketing, you know where you’re going wrong. Spend more time and resources developing content that tackles your customers’ business needs and that focuses on what they actually care about and not what you wish they cared about.
2. There’s a single best practice
There’s no single best practice for doing spectacular content marketing. Don’t make the mistake of taking a cookie-cutter approach with your content marketing; every brand is unique and every business challenge requires a different solution.
3. It’s too expensive
Of course, if you want to do great, effective content marketing you need to be able to afford writers, designers, and other key stakeholders. Content marketing, however, is more affordable than traditional advertising. Think about repurposing content wherever possible and you can lower your costs even further.
4. It isn’t relevant to my industry
Not every brand is as exciting as a Coca-Cola, Marriott or Airbnb. But that doesn’t mean you can’t create a successful content marketing strategy for your brand. In fact, brands like Maersk (a Danish shipping company) are leveraging the power of content marketing to share industry insights, hire employees, and enhance brand awareness.
5. It’s optional, not essential
It’s time you stopped doing content marketing as an after-thought; it’s essential, not optional. Without content marketing, you have no audience. If you want an engaged customer base, you need to give them something of value instead of bombarding them with in-your-face advertising. You can’t just sell your brand; you have to identify what your consumer needs and give them what they want.
Content plays a critical role in showing people you’re qualified to talk about your industry and your business with authority and authenticity.
6. I can use another brand’s content marketing strategy
A content marketing approach that works for Nike may not necessarily work for your brand. Each content marketing strategy is customised to fulfil the objective of a particular brand. Use one from an unrelated industry and it will fail.
Finding the right content marketing approach that works for your business is going to take effort, time and patience because every customer is driven by different motivations and interests.
Before you focus on improving conversions, you need to know who your audience is and what they want. Develop audience personas to develop a content marketing strategy that can convert casual followers into long-term loyalists.
7. Anybody can produce content
The biggest mistake you can make is to assume that anybody can create content for you. For content marketing to be effective, you need to think like an editorial publisher and build a team that is skilled at the art of storytelling. Only they can consistently produce exceptional content for your business.
8. I will get immediate results
Getting customers to trust your brand and gaining their loyalty takes time, but is worth every bit of the effort you put in. So expecting instant results would be foolish. Create good quality content that connects with your audience in a meaningful way and it will yield the results you want in due time.
9. Producing more content will get me results
Producing more content does not necessarily mean you will get the results you want. Content needs to entertain and educate your audience, and be relevant to them.
Before you get started with content marketing, figure out what your business goals are, who your audience is, what they’re looking for, and how you can give your target customers what they want using the power of content marketing.