Content marketing has been gaining popularity over the years because of the incredible benefits it brings to many businesses. Those who have been successful in content marketing have managed to publish highly valuable content which is different from the rest and they are continually looking for more ways to stand out. However, there are also some that are still struggling when it comes to utilizing this strategy effectively. Many companies today believe in the power of content marketing to promote their business. However, less than 50 percent of these organizations execute this approach efficiently.
To create highly compelling content, you need to come up with something that can rise above mediocrity. You need to be able to do something different and provide utmost value to your audience. And, if you want to make it happen, you don’t have to copy what everyone else is doing and come up with your own system, your own technique and your own strategy that will be effective for your business.
If you want to achieve ultimate success in your content marketing, make sure that you don’t buy into these false expectations and commit the same mistakes.
1. Quantity is more important than quality
Many businesses have been led to believe that in order to be successful in content marketing, you need to produce as many pieces of content as you can. While it is true that Google loves websites that publish content everyday, it is not something that you have to force yourself to do. Otherwise, you might end up producing just any content that your readers won’t even find valuable or useful. If you prioritize quantity, your conversion rates will suffer. Instead of posting content every single day, schedule it at least once or twice a week. The most important thing is that you are doing it regularly and consistently to keep your website fresh and updated with the latest articles.
The websites with good quality content have remained successful regardless if there were changes with Google’s algorithm. The conversion rates have also been higher for them compared to those who were not using content marketing or not utilizing it correctly.
2. Creating content is easy
Creating an amazing content is not easy. It is not something that you can just come up with overnight. In fact, it may need to take a while before you will be able to master the art of content creation because it is a long process, and this process starts with hiring great writers, graphic designers and other staff. When you have the right people you need in your team, you will have to make sure that they have good working relationships to be able to arrive at a top-tier content that you want. However, you should not just focus on the content creation alone, but also in promoting it. One of the common mistakes of many businesses is that they allow themselves to get stuck in the creation.
No matter how many articles you publish every day, if they don’t answer the questions of your audience and they don’t provide a solution to their problems, your marketing efforts will be useless. What you need to do is to sit down, take everything slow and plan out. You can improve the process of your blog creation if you take time to do a little research about your audience and the information they need from your site. This way, you will be able to provide something that is informational and relevant. This is also a good way for you to be discovered by more and more audiences in the search engines.
3. You don’t have to promote your content
Believing that content marketing is something you can sleep on while it produces results could be one of the biggest mistakes you could do. The thing is that you have to proactively promote your content and make it visible. You certainly can draw more attention to your content through paid traffic and organic search but if you want to make the most of this marketing strategy, you need to engage with your customers and that can happen with the help of the social media.
A common mistake committed by many brands is that they take their online presence for granted. They just think that it is enough to have a website and that updating the content every now and then will do. They also think that not too many people engage in the social media because these tools are only for the tech-savvy individuals. All of these are not true. Millions of people around the world have created their accounts on at least one or two social media channel. It means that today, if you have a business and you do not promote your brand in the social media, you are missing a lot. Google is not the only place where your potential customers could be looking for your products and services. Also, it will be easier for you to establish your relationships with your customers if you are active on the social media instead of just interacting with them on your website. Cultivate your relationship with them and leverage on the social media tools. This is a good way to prepare them for future conversions. Just remember that you can and you need to maximize the social media to its full potential because it is an essential element of content marketing.
4. Your content should be all about your business
You have content marketing as a marketing strategy to promote your brand. However, when you are overly promotional, you might be repelling instead of attracting your potential leads. You need to bear in mind that the very purpose of content marketing is to engage with your target audience, so instead of talking a lot about your business, focus on talking about some things that are valuable for your readers. Take time to find out what problems and challenges they are facing and share with them some helpful tips. In short, you need to provide the best answer there is on the internet.
5. It is be would be best to keep content on your website
Because you want to get more traffic to your content, there is no reason why you should be keeping it on your website. It is better if you have them shared in other sources because there will be a larger impact instead of putting all of them into your blog. You should not hesitate nor feel scared about having your content featured somewhere else, even on the bigger brands. Remember, your goal is to get your content in front of new audiences and potential clients as much as you can because this is how you can explore new opportunities for your business.
6. You need very long pieces of content
There are a number of case studies which stated that longer pieces of content are better than the short ones because they rank better in Google results. It may be true in certain instances but it’s not recommended at all times. There are a couple of reasons why it could be counterproductive to focus on just publishing long content and ignore the traditional 500 to 600 word articles.
First, even if longer content can rank higher in the Google search results, it does not mean that shorter content cannot land the page 1 rankings. Also, longer content may not appeal to all types of audiences because every person’s preference may be different. While some find longer articles to be engaging, some others may not have the time to finish articles that long so they will resort to the blog posts that are short and sweet.
What this means is that long-form content does not necessarily mean that they can increase your conversion rate better than the short-form. If you don’t know how to do it right, you might even overwhelm your audience and drive them away from your site. So instead of sticking to the assumption that longer forms of content are better, you might want to make sure that you use various styles depending on your audience so as to increase your conversions.
7. You need to focus on a single metric
When it comes to content marketing, you may have the tendency to just focus on the conversion rate as the only metric. However, there are other things that you need to take into consideration if you want to measure the effectiveness of your content marketing. Look at the other figures in your reports and find out the kind of traffic that converts best for your brand. If you become more thorough in analyzing your data, it will be easier for you to identify the campaigns where you need to will be investing your marketing efforts.
Content marketing is not something that you can master in a short span of time. There is a steep learning curve that you have to go through before you can figure out how you can best use it for your business. And if you want to be able to succeed here, it is essential that you are aware of the mistakes you need to steer clear from before you launch campaigns. This way, you will be able to develop a more effective content marketing plan that will help you achieve higher conversions.