Are you interested in taking your content marketing strategy to the next level in 2022? If so, you’re in the right place.
Content marketing is, without a doubt, one of the best ways to build rapport with your audience, grow your lead list, and skyrocket your sales. There are many different strategies and techniques involved with this type of marketing, so things can get confusing if you’re a new marketer or even just new to the idea of creating content for your website.
I thought it would be a good idea to share 5 content marketing mistakes we’ve made throughout the years. Since correcting these problems, I’ve encountered countless businesses, even in 2021, that are still making these mistakes.
So, let’s cut to the chase. Here are 5 content marketing mistakes that need to stay in 2021 and what you should do instead.
1. Not Understanding Your Target Audience
The most common problem businesses encounter when creating content is that they don’t get to know their target audience. Imagine if you had to buy a gift for someone, but you literally don’t know anything about them. Do you think you would be able to choose a gift they would love? The truth is, it’s a gamble. When you don’t get to know your audience, the effectiveness of your content is also a gamble.
Instead of gambling on success, you should segment your audience and try to understand their specific goals and pain points. The more you can uncover about your customers, the better.
Simply put, segmenting means organizing your customers based on their interests and issues. So, a sports memorabilia store owner would have segments for shoppers interested in different sports. They would then use this information to create top-notch content and deliver personalized offers for their customers based on what they like.
Once you understand the people who visit your site, you can create blog posts and landing pages that address common questions while encouraging them to engage with your brand. If you can create and share blog posts, videos, and other forms of content that resonate with your customer segments, you will see more engagement and sales.
2. Failing to Determine Content Goals
Another problem that many business owners and new marketers run into is that they don’t establish their content goals. Your posts should relate to your audience’s interests, but they should also match their intent and stage in the buyer’s journey.
In other words, if someone wants to buy your product, they should be able to find a post that reviews the features of your product. They are at the decision stage of their journey. Since your content matches their intent, they are more likely to follow through and place an order.
Similarly, you should understand that many of your visitors are in the awareness stage. They just discovered your company and want to get to know you more before they commit to buying something from your online store. This is a great opportunity to publish educational content that answers common industry questions. If you’re careful about displaying your content, it’s possible to quickly move visitors from awareness to the consideration stage.
My advice is to think about who your article is designed to help before you start writing. If you approach the project with your specific audience segment in mind, you’ll have an easier time determining goals for each piece of content.
3. Forgetting to Capture Email Addresses on Blog Posts
It’s always surprising when I see business leaders fail to use their blogs to capture email addresses. Your blog is the perfect place to ask visitors to subscribe to your email list. If you miss out on this opportunity, you’re going to have a difficult time building an audience that’s interested in what you have to say.
But don’t worry, there are plenty of clever ways you can encourage readers to subscribe. One thing we like to do is create a lead magnet and offer for new visitors. After they land on a specific post, they will see a pop-up that encourages them to take action.
For instance, when people land on our articles about email marketing, we show them a lead magnet offer that contains over 100 email marketing tips. We’ve used this magnet to exponentially grow our list over the last several years. It’s worth noting that we did change it a few times, but the core idea remained the same.
You can also show a simple contact form on your blog’s sidebar. We often encourage visitors to subscribe to get more relevant content and offers delivered to their inboxes. If you want to improve the quality of your leads with this strategy, you can ask participants to choose their email preferences. Now, you’ll grow your list while actively segmenting your audience, all with your blog.
4. Sticking to One Type of Content
Have you ever visited a website that’s nothing but text-based content? Odds are, the answer is yes, and you found it incredibly dull. Consumers want more from their favorite businesses than websites loaded with text. Diversifying your content marketing strategy can lead to more new visitors finding your site, plus many new engagement opportunities.
Videos are an excellent way to branch out and build rapport with new visitors. A whopping 43% of shoppers say they want even more videos from their favorite brands, so it’s clear that this type of content can lead to more people checking out your site.
You don’t have to limit videos to just your blog, either. I suggest including videos on product landing pages and catalogs so visitors can see a demonstration of your product or service before they buy it. Studies show that landing pages that feature videos tend to see a jaw-dropping 80% more conversions than pages featuring plain text.
Other types of diverse content include images, such as infographics, and audio, such as podcasts or long-form discussions. Including these different types of content will lead to people finding your site and potentially becoming customers.
5. Not Asking Readers for Feedback
The last content marketing mistake that needs to stay in 2021 pertains to feedback. It’s shocking to see how many brands don’t bother gathering input from their readers. It’s relatively easy to start a discussion and get people to interact with your posts. In many cases, all you have to do is ask.
At the end of your articles, ask visitors to leave a comment on your blog. You’ll find that by simply asking, many people will gladly tell you what they think. You can use this chance to build rapport, learn about potential customers, and so much more.
I also suggest taking to social media to ask your audience what they think. Over 3.9 billion people use social media, so there’s a good chance you’ll have an opportunity to connect with your audience and gather additional feedback.
If you’re on platforms like Twitter and Instagram, use hashtags to start discussions with other industry experts and consumers. Ask questions, share your thoughts, and chime in on other peoples’ posts. Facebook and LinkedIn come with group features that are great for getting to know communities centered around your industry.
As you settle into these groups, you can help new users by sharing resources and videos from your site. Pay close attention to how people respond to your posts. This type of feedback is a bit more subtle but certainly, an effective way to amplify your content marketing strategy.
There are many ways to improve your content marketing strategy in 2022. I hope the five mistakes I discussed today will help you better plan for the year ahead. Remember, it’s okay to experiment with new strategies and techniques as your business grows. But if you want to succeed, you have to avoid provable mistakes that countless other leaders have already made. Learn from our mistakes, and don’t be afraid to try new things. Before long, your business will thrive.
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