Every email or tweet you send out, every landing page you create, and every product description you write is all examples of content. Content is at the very heart of what marketers do; from what we talk to our customers, our clients to our readers, regardless of the form it takes, it is all content.
Now content marketing is the use of that piece of content to help in achieving a marketing goal for your organization which could be anything from acquiring new prospects to retaining existing ones. If you are just starting out on creating a content marketing strategy, have a read of the 5 simple steps we have compiled to meet that very goal.
Content marketing, if done well, can help your company in a lot of ways. Apart from boosting page views, increasing leads and generating more sales, it will also help in:
- Building trust with your audience
- Building brand awareness
- Boosting your SEO
- Generating more leads
- Keeping your audience wanting more
- Establishing thought leadership
But it is a whole different ball game if you fail at content marketing. It can eat into your time, budget and your bottom line. There are a few main ways you can keep away from content marketing failure and you can do this by making sure that you don’t commit these 3 B2B content marketing mistakes.
1. Irregular Content Delivery
No matter whether you are a startup or a Fortune 500 company, every individual in your team needs to be on the same page. Having a unified social media strategy means ensuring that all social media activity is aligned with your other active marketing efforts like email campaigns, videos or even any new website developments. It is vital to manage all your efforts and for this, you will need a content calendar.
A content calendar is a working document that is often in a spreadsheet format which is used to schedule out the posts that will be uploaded across all platforms in a month. It has details like the week, day and even time of day for each post.
Using this kind of a calendar helps to keep all marketing efforts focused on the same goal/s and allows you to analyze data from across all platforms for a better understanding of your efforts and audience. A content calendar helps in the following ways:
It will help you visualize your content strategy over a period of time and will help you stay organized across all your platforms. It will help in the planning of your marketing efforts around important dates that are relevant in your industry.
With the help of a content calendar, you will be able to plan ahead of time which will allow you to create a consistent flow of content that aids in reaching your final marketing goals. It will also assist in the development of a unified voice for your brand and establish you as experts in your industry.
2. Chasing The Social Stream
Marketers have always believed that it is important to be everywhere in order to be noticed but a more effective strategy is to apply your focus on one marketing channel at a time.
According to Joe Pulizzi’s book Content Inc., “In the beginning, it’s important to focus on creating amazing and relevant content with mostly one content channel (podcast, video, blog, etc.). Over the long term, you’ll be distributing your content through a number of channels, but right now you need to make a decision about the ‘core’ channel.”
There are a few reasons why it is recommended to focus on a one-channel marketing strategy.
- It lets you focus on your strengths and passion
Stick with what you know and what you like.
- It lets you get really good at your core channel
Once you choose a channel, focus all your efforts in it, experiment with different formats until you choose the right one.
- It lets you build your audience faster
You will be able to have better engagement with your audience and even create more meaningful connections with those prospects that matter the most.
- It will help you outperform your competition
There is a high probability that your competition is trying to do it all and probably spreading themselves thin across multi-channels which gives you the chance to step in and outplay them. Your super focused efforts will help you hit your target more often.
3. Targeting Too Broad An Audience
For your content to be effective, it is vital to know your audience which is the golden rule of communication. Your message is only useful if your reader is deeply, personally and instantly invested in the story you are trying to tell.
The done and dusted method is defining an audience by casting a wide net and identifying market segments based on just demographics. This is not a personal way to appeal to your readers and is bound to fail in the content marketing context.
B2B content marketing is essential to any business strategy and so you shouldn’t let these easily-avoidable mistakes to keep you from experiencing the content marketing success you deserve. We at Valasys Media can help you with your content marketing strategy. Find out how here. For further assistance get in touch with us and our representative will explain to you how best we can help you.