Source: Castleford The latest annual report by the Content Marketing Institute shows that content marketing does not come without setbacks. Austral
The latest annual report by the Content Marketing Institute shows that content marketing does not come without setbacks. Australian marketers that were surveyed identified time and budgeting as two of the key reasons for a stagnancy in their organisation’s content marketing success.
There are certain mistakes often made by content marketers that, if corrected, could increase the overall success of your content marketing efforts. Check them out below to save your time, your money and the risk of losing potential leads.
1. No content promotion
You’ve published some well-written, highly useful posts on your blog. Great! Except… the leads aren’t exactly flowing in. The question is, where did you share your content?
Without promoting your posts on a range of different platforms, you’re massively decreasing your chances of the right people seeing it. Concentrating on SEO is definitely an important aspect of content marketing, but you can’t solely rely on organic search traffic.
Make sure you’re sharing every piece of content on your social channels to get it out in front of your audience. The more eyeballs on your posts, the more likely you are to build followers and increase your site traffic. These days, organic traction on social can be hard to achieve so look into some paid promotion and build a strategy around boosting posts and creating ads. You can be very specific with your target audience for these, so will be much more likely to get it in front of the right people. Plus, you generally only pay once a conversion occurs.
If you don’t already send out a regular newsletter then start now, because according to another Content Marketing Institute report Australian marketers still rate it as the most effective content marketing channel. Pick the best content from your blog and include it in your newsletter with any other information that would be useful or interesting to your subscribers, like company updates, new products or upcoming events.
2. Publishing content on the wrong social channels
Each social site serves a different purpose and people have certain expectations of what they want to see on each of them. Understanding these expectations and the general etiquette of each social platform will help you decide what content to share.
LinkedIn, for example, is not the right place for funny/personal images or GIFs. As a professional networking site the expectation is that people will use the platform to find jobs or employees, and discuss content that suits this kind of environment. Blog posts about your industry, services or products fit in well here. An announcement about the birthday of one of your staff members or sharing a picture of your new pet will not be well received.
Facebook, on the other hand, is an excellent forum for providing ‘behind-the-scenes’ content and letting your followers get to know your company and the people within it a little better.
Get to know the general expectations for each social site and you won’t be wasting your time sharing the wrong type of content and turning your followers away.
3. Prioritising quantity over quality
It’s important to produce content regularly, but if the content you’re putting out there is not that great then you’re wasting your time.
More people will be attracted to your content if you make sure each piece is high quality, and genuinely useful. There’s enough average content floating…
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