Content marketing in the always changing and fast-paced world is a sure investment and indispensable element of any inbound marketing strategy. Opposite to traditional marketing channels, which are getting less and less effective, the impact of quality crafted content is bigger traffic volume, better user engagement and brand awareness.
As a blog writer you should put extra care into your content marketing. A neglected strategy could not only make your efforts ineffective, but also could affect your brand’s credibility, that you’ve been working to achieve.
Writing content to sell, not to inform
Content marketing isn’t about selling. If we specify that your overall online marketing goal is to acquire a lead, or make a user sign up for your service, the point of content marketing is to assist with achieving it. You should be thinking about your content more as guidance for your user going through the purchase funnel. The content’s job is to grab the user’s attention, solve his problem and engage him. As a result, it will build loyalty and trust around the brand. From the awareness across familiarity and to the consideration that your company is the right one to do business with.
Creating content…just for content
Quality content should be like your business card. It should create a connection between you and your potential customer. If you’re providing messy content, you’re on the way to lose your reader’s trust and interest. Publishing great content shows how you care about your readers, how well you know their needs and how you’re solving problems they encounter.
The obvious signs, of sloppy content
- lack of proper research – it has no data or real-life examples
- it’s written for SEO purposes
- it’s not accessible – it has incoherent structure or logical text flow
- it’s not unique – it doesn’t bring any new value to the topic or solve any problem
- it’s not engaging – it’s boring and difficult to read
Writing for the audience… not with the audience
One of the biggest advantages of the Internet as a marketing medium, is that it redefined how we communicate with each other. Content strategy should be highly user focused, but not only in the level of subject. Engaging content creates additional space, where you can and you should communicate with your users. The content, whenever published, shouldn’t be left alone. Answering people’s comments shows that you mind your readers’ opinion. It also allows you to build your image as an industry expert and communicate with your readers around a specific topic.
Discussion about a topic brings a new value both for you and your audience. You will have an opportunity to share your experience, as well as connect with new people and gain new knowledge.If done correctly If done well, content marketing can help businesses increase brand awareness to increase visibility and increase leads, ultimately driving the growth of sales. However, many businesses are struggling when it comes to content marketing. It takes a lot of effort to produce high-quality content that is valuable to the audience and meets your KPIs. Even though you’re determined to create quality content, it is inevitable that some crucial mistakes can diminish the impact you wish to make. To fully harness the potential of Content marketing for B2B, these are five most common mistakes to stay clear of.
Mistake #1: Lack of a Content StrategyMore than 64% of those who have the highest success in B2B marketing have written content strategies as opposed to just 19% of the less successful. Without an effective strategy, businesses produce content that is inconsistent in message and confuses viewers. In the event of this you risk losing your customers earlier in the journey of a customer and do not gain any tangible results through your marketing content strategies. A clear strategy for content creation to reaching your company’s objectives can aid in the creation of content that is aimed at an appropriate audience at the right time to propel them through the sales and marketing funnel. Remember that each piece of content you make must have a purpose associated with it. Don’t attempt to check all the boxes on only one item; it could only reduce its effectiveness. To ensure that your content is most effective, you must ask yourself what it is you intend to accomplish with your content. Does it generate leads, increase trust, increase brand recognition and increase search engine visibility? On the basis of the “why,” choose an appropriate “how” to begin with the creation of your content:
Mistake #2: Limited Access to the Right ResourcesIt’s true that creating content — from the initial thought of an concept to bringing it to reality. It takes a lot of research and experience is needed. The majority of the content creators don’t find the resources, time money and skills to produce comprehensive content by themselves. This results in written content that is not well-written, which can increase the amount of assets you have but doesn’t bring value to the viewers. Accessing the correct tools is essential for content marketing. A information bank can be helpful. Your knowledge bank could contain…
- A content matrix of publicly available sources that could be used to create interlinks
- A repository of content that will assist in the creation of new content about a subject
- Experts in the field’s insights on technical details and the accuracy of
- Guidelines for brands and their the position of a brand on a particular topic