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Anita Campbell

CEO of Small Business Trends

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Problem Solved: 4 Solutions to Content Marketing Mistakes

October 23, 2014

Are you getting some results from content marketing but looking for ways to do more? Or have you reached a ceiling with your content efforts? One possibility is that you may be making mistakes that are causing the less-than-impressive results you’re seeing.

Are you getting some results from content marketing but looking for ways to do more? Or have you reached a ceiling with your content efforts? One possibility is that you may be making mistakes that are causing the less-than-impressive results you’re seeing.

It may be time for a re-boot of your content marketing efforts. Consider these four content marketing mistakes and how to remedy them:

  1. You don’t know what your audience wants to read

    Perhaps your content centers around promoting your products. Or perhaps it addresses what you care about, such as the industry you’re in. Or perhaps you’ve delegated the content to an outside writer who writes about what he is interested in. Frequently, a company will set up a blog, and it either becomes filled with constant promotional messages, or it drifts off topic from what customers care about. This is the number one mistake that small businesses make: You miss the mark with your customers.

    The Solution: Go back to the mission for your content. The mission is to educate, inform, and assist customers. So put yourself in your customers’ shoes. Make a list of the top questions they have when researching a purchase of whatever you have to sell. You want to try to answer those questions with your content. Pay attention to your social streams, and see what topics come up. Look at competitors’ websites and blogs to see what topics they cover. See what gets the most traffic and shares of your existing content. And the best solution? Ask your customers what they want to read about.

  2. You post too infrequently

    If the last post on your blog is from two months ago, people will leave. They want fresh content, and they want it regularly. You don’t have to post every day, but you do need to find a cadence that keeps your content fresh.

    The Solution: Start with two blogs posts a week, such as on Tuesday and Thursday. If you can keep up with that rhythm, move to Monday, Wednesday, and Friday. Write your content in advance, and schedule it so you’re not scrambling at the last minute to post something. Go for shorter articles. You will get as much or more traffic from more short pieces than fewer long pieces.

  3. You’re only focused on blogs

    Content marketing extends far beyond the walls of your business blog. It includes videos, e-books, whitepapers, emails, checklists, slideshows, and infographics. The more content you provide potential customers, the more channels they’ll have to fall into your sales funnel.

    The Solution: When you build a marketing campaign, think of all the types of content you can create to serve the campaign. For example, if you’re trying to boost sales of your CRM platform, write posts about how to maximize use of it; write an e-book on “14 Ways to Use Your CRM to Increase Sales;” post a PowerPoint presentation on Slideshare; write a press release about its launch; and set up a series of emails to guide trial users to becoming paid subscribers.

  4. Your content is alone in the dark

    You’ve written great content, but nobody’s reading it. Consider whether or not you have promoted it enough on social and other channels. Social media is an important part of the equation if you want to find new readers of your content and connect them to your brand.

    The Solution: Make sure you’re promoting every single blog post, e-book, and whitepaper via all of your social media accounts. But go beyond Twitter, Facebook, Pinterest, LinkedIn, and Google+. There are other online promotion tools to consider, such as BizSugar.com (social bookmarking tool) and Social Buzz Club (community of content sharers), so get creative and expand your reach.

Paying more attention to your content marketing strategy can help you avoid these mistakes and start moving the needle towards results.

This article originally appeared on www.inc.com/comcast.

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