We learn the most from mistakes. That's why today we're sharing the six most common "content pitfalls.
'Content creation is a goal' 1.
Content marketing is an excellent tool for achieving business goals, provided it is used appropriately. However, creating as much content as possible should not be an end in itself. We cannot emphasize this often enough. What we often see and hear is that companies create content for the sake of creating. They bet on quantity, hoping to rank higher in Google this way, preferably even the same day. That a lot of content helps drive traffic to your website is great, but what do you do if this traffic does not convert because your content does not meet the needs of your target audience? So the emphasis with content should be on quality. Create something your target audience actually wants. Inspire your target audience, offer help! Show that you have exactly what your target audience is waiting for. So first think about what your goal is, what you want to achieve and figure out how and what content can contribute to it. Once you know that, get to work on a plan. Your goal should definitely not be to create as much new content as possible.
2. 'Content creation is something you do on your own'
As a content marketer at an online marketing agency, I speak with clients from various industries on a daily basis. What I'm always very curious about is how they come up with content ideas and whether they let other departments, such as customer service or customers, think about content. To my surprise, however, I regularly hear that this rarely if ever happens. This practice is unfortunately also confirmed in the report "B2B Marketing Trend Report. What's going on in B2B marketing?" conducted by Blinker and Platform Innovation in Marketing (PIM). According to the report, which was published last May, only 8% of customer contact colleagues develop content, which is very unfortunate and definitely a missed opportunity. They know better than anyone else what's going on, where your customers' problems are and what your customers need. Moreover, by doing so, you avoid a kind of tunnel vision. Do you want to create valuable content that will make your target audience happy, useful and, for example, provide knowledge transfer? Then you will really have to change your work process and involve other departments and your customers more often in your content creation process.
3. 'Persuading your target audience with lies should sometimes be possible'
To continue speaking in clichés: honesty lasts the longest. This also applies to your content. You know better than anyone else what makes your product or service authentic and good. So try to translate that into your content. What is the personality of your brand/product? Translate this personality into a unique story. Show why you can make the lives of others more beautiful/easier/better/... (fill in your own words) with your service or product. But do this with sincerity. Don't promise golden mountains if you can't deliver. If there is one thing we have learned in recent years, it is that consumers are becoming increasingly empowered and oriented before making a purchase. Authentic, sincere, inspiring stories are what score you. Baked air, consumers in 2016 easily pierce through that.
4. 'Content creation, piece of cake'
That a marketing budget is not inexhaustible is obvious. However, I would still like to urge you to think carefully before you decide to cut back on content creation costs. I see it regularly, companies that include SEO, design and the like in their budget and then decide to create content themselves. Despite the lack of knowledge or manpower, some companies take on this work anyway, hoping to cut marketing costs that way. Gradually, however, they find that writing good copy is not a piece of cake. They misjudge the things involved. It's not just about flawless sentences; good content is so much more than that. Good content is also about:
- The research that precedes writing.
- Planning.
- The regularity of publishing.
- Coming up with an interesting and original angle.
- Determining the right tone of voice.
- Coming up with a good message that fits the channel.
- SEO optimizing texts.
All things that require time, effort, but also a certain amount of knowledge. This is also the reason why enough companies quickly drop out and place little to no new content on their site. In fact, for some companies it is the most important reason not to start content marketing at all, according to the research by Blinker and PIM. Other companies revisit their decision as they learn and eventually choose to hire a professional or hire their own content creator because they do see the need and benefit of content marketing. So think about this carefully before setting a marketing budget - do you have the knowledge, skill, time and manpower for content creation in-house? Or do you need to get it from elsewhere? Remember, a professional usually pays off and spends less time creating good content than someone without experience.
5. 'Content is a panacea'
Not so. So don't expect immediate results. When it comes to content creation: perseverance wins. Valuable and interesting content that really benefits your target group must ensure that you build a relationship of trust with your audience. Of course, you don't win that trust overnight. Or do you expect to score higher in Google immediately with two or three new landing pages, then I have to disappoint you. Content marketing is indeed useful, as long as you have patience.
6. 'An occasional blog will get me there'
And finally, if you want to build a good relationship with your supporters, your target audience needs to know where they stand. Therefore, regularity is extremely important when publishing content. This way, your audience knows when to expect something from you. You show your reliability. Moreover, it is also a pleasant way of working for yourself. Making a schedule and then sticking to these deadlines is indispensable in content marketing. In addition, a good balance between too many and too few posts is worth its weight in gold.
Get in touch
So, forewarned is forearmed! Hopefully by naming the above six pitfalls I have given you some more insight and helped you on your way. Do you find out that content creation is not really your thing or that it does not fit into your busy work schedule? That's okay! In that case you can contact Tomahawk. My colleagues and I would love to help you with all your content issues.
