Large numbers of audiences are repelled by advertisements. In response, many businesses are reconsider their methods of communicating with audiences. An emerging popular 21st century marketing strategy is content marketing. If used in the right way, content marketing can be an unoffensive and effective promotional method. But before you send out your next content marketing campaign, here is a checklist of things you should consider.
FORGETTING CUSTOMER ENGAGEMENT CHANNELS
Have you ever visited a website or received an email with links that were ineffective, products that were no longer available, or offers that were outdated? What was your impression of the hosting website/business? Customers who are led to such dead-ends will quickly get discouraged and will likely immediately reject your messages. Teams in charge of sending out the marketing campaigns should routinely walk through the customer’s online experiences on the website or content marketing item. If customers are interested enough to click on a link or to further investigate a product/service you are offering, you don’t want to lose their interest. Thus, we see the importance of maintaining the upkeep of your content marketing.
NOT KNOWING ABOUT YOUR AUDIENCE
“Know your audience” as with any marketing strategy, the concept applies to content marketing. When you are creating the content marketing materials, consider who you are speaking to. What are their preferences, interests, or concerns? Your response rate will be drastically improved if the information you are sending out to your audience is relevant. This is actually the “oil” that fuels the effectiveness of your content promotion. If the content of your marketing tools are not relevant, your audience will not be interested in viewing your information. The content must be interesting/applicable and viewed as helpful for effective content marketing.
AVOID TALKING ABOUT YOURSELF
When you are creating the content of your promotion, do you find yourself using the word, “you” or “we”? Your content should strongly focus on your customer. When you are creating your content, try to set your mind apart the idea that your business is selling something to your customers. Instead, think how your product/service can improve the lives of your customer and why they might want the product. Most audiences are not interested in hearing about what your business can do, but they are interested in receiving information about products/services that can help improve their lives. Look at the world through the eyes of your customers.
OVER-PITCHING YOUR BUSINESS
You are not making cold calls. You are not creating a pop-ad. Content marketing, in a way, is not advertising. The fundamental reason content marketing is effective is because you are giving an audience some useful information. Some content marketers fail to take themselves out of the “salesman” mindset and instead fill their messages with company/product references. By doing this, business people fail to take advantage of the real benefits of content marketing. It’s your goal to begin establishing a following for the information you are sending out. This takes time and a bit of patience. If you continually reference your product at every step of the way, many audiences will reject your information as just another advertisement. Building an audience of “fans” is more important. Thus, don’t discuss your business/products in every message.
IGNORING YOUR COMMUNICATION STREAM
In your content messages, you should input some type of information that makes your audience want to view more of your messages. Creating a first, second, and third article may encourage your viewer to return to your publication. Offering your audience a bi-weekly or monthly news letter allows your audience to see there will be a continuous stream of messages from your business.
NOT STAYING INVOLVED
If you have a blog, designate people to responsible for responses and upkeep. If you customers are able to respond to your articles be ready to initiate conversation with them. Your business and content marketing should not just be a one-way channel. By communicating and responding to viewers, you create additional interest in your messages and information. Your company, products, and offers will be viewed as up-to-date, real, and personal if viewers can directly communicate with a live person.
Information on out-dated, boring, or irrelevant information will be highly unlikely to be viewed by your audience. Keep in mind that what is interesting to you may not be appealing at all to your viewers. You should create content that is exciting, makes people feel smarter after reading your content, or is useful to the achievement of your reader’s goals. Blogs that are boring and don’t create interest will not initiate conversation. Bring up the controversial opinions and state your stance on an issue. You might quickly initiate conversation if you gently “step on some toes”.