Where you’re going wrong with your content marketing

10 April 2017

Where you’re going wrong with your content marketing

The importance of content is modern-day marketing cannot be denied, with ¾ of digital marketers believing that brands are ‘becoming publishers’. There is, however, a difference between knowing that something is important and knowing how to do something effectively.

If you feel that your content marketing should be getting better results, it could be because you are making one of these 3 mistakes:

1. Misunderstanding what content marketing is

Marketing is all about building awareness of a brand. Of course, everything a successful company does ultimately boils down to increasing profitability, which inevitably involves the ability to sell. Mixing content marketing up with sales copy and trying to get your customers to engage with promotional literature when they are casually surfing the net, or looking for content on their favourite topics, is very likely to annoy people and that is never good for sales.

2. Thinking that your work is done when you hit the publish button

The internet has gone from being a place where any sort of content got noticed just because there was hardly anything there, to being a place where users can find top-quality content on just about any topic imaginable. That means if you want your content to be noticed, you have to do more than just publish it; you need to promote it as well. It’s worth devoting a decent amount of resources to, because creating content is pointless if nobody finds out about it.

3. Lacking authenticity

Content marketing is a bit like a job interview in the sense that you want to present yourself at your best, but you still want to be yourself because, at the end of the day, if you pretend you are someone you’re not, neither you nor your employer is going to be happy.

There is a big difference between thinking about who your customers are and what they want so that you can tailor your content to suit their needs and essentially creating a false brand identity, even if unintentionally. There’s also a difference between taking the time to produce dense, information-rich content because you know it’s what your customers want and/or need to know and writing long and detailed posts because you’ve been told that long-form content is the way to get to the top of Google rankings and you have a target to meet.

In short, if you want your content marketing to be effective, you need to believe in it and be sincere about it.