It’s easy to get excited. After all, content marketing is really starting to gain steam… and for good reason too! But marketing with your content (especially online) isn’t all clear skies and smooth sailing.
In fact, if you’re not careful:
There are plenty of expensive content marketing mistakes you can very easily make. And in the world of online content marketing one simple misstep can be extremely costly.
So here’s what we’ll do:
In this short blog post lets review what happens when good intentions go wrong in the world of content marketing. You’ll also get some helpful ideas for how to avoid these market missteps yourself. So after reading this short article you should be on your way to content marketing success in no time at all.
Recommended for YouWebcast: A Week in the Life of an Agile Creative Team
4 Common Content Marketing Challenges and How You Can Overcome Them:
The world of content marketing is getting crowded. More and more content is coming online each day, making it ever-more difficult to stand out from the crowd. So one way to add more value is through content curation and moderation. Instead of adding to the cacophony of content, leverage the work being done by others and help your audience distinguish signal from noise. This time effective approach can really endear you to your audience.
Content marketing tactics are a dime a dozen. Everybody has ideas on how to create and syndicate content. But putting content marketing into context with the rest of your marketing mix is where most marketers are coming up short. According to the Content Marketing Institute a full 50% of B2B marketers lack content marketing strategy. If you want to make waves with your content marketing in 2014, make sure it’s well aligned with your big picture.
Now that content marketing is increasingly top of mind, marketers are doing their best to justify value and prove ROI. But measuring content marketing is still up for discussion, as evidenced by this recent article in The Guardian. Decide on what metrics will work for you based on your business and your goals. It’s a little harder to benchmark with content marketing so be clear on what you’re hoping to get out of it before diving in.
Once you have a content marketing strategy and well thought-out goals, it’s time to commit. And not just to a campaign. As outlined in this Forbes article, you can see successful content marketing efforts are just that – efforts! They require a long term outlook and a genuine desire to help your audience educate themselves. Without this altruistic outlook you’re likely to be perceived as just another marketing gimmick.
Content marketing is incredibly powerful. But doing it right takes a lot of time and a lot of care. And doing it wrong comes with real cost.
So before crafting your next piece of content, review the common mistakes above and make sure you’re not following other well-intentioned marketers down the wrong path. Sound good? And if you have more content marketing challenges that weren’t touched on in this article I look forward to hearing about it in the comments below.