How to Fail at Content Marketing
Content Marketing is Essential for Business, However, Remains a Foreign Concept
Content marketing has evolved into an integral method of brand advertising, as the traditional forms have become obsolete. Print ads are no longer even glanced at, and television commercials are skipped over, as technology has come to the forefront of everyday living. For a brand to flourish, it must master content marketing. However, many potentially successful companies fail, due to the inability to effectively implement this system of customer outreach.
Failure to Target
One of the biggest reasons this happens is that companies fail to recognize to whom they intend to market. Each demographic must receive the proper acknowledgment with its own customized marketing agenda to produce any successful results or feedback. Instead, a blanket gesture is extended to the masses, without any adaptation to its intended audience; this results in fewer potential customers engaging with the brand than if a deliberate marketing attempt had targeted its specified demographic.
Failure to Optimize
Alternatively, companies may create relevant content, but then not optimize it for their target audience. Whether it be through search engines or social media, society relies primarily on technology for information. If the proper content optimization is not in place for such mediums, the efforts put forth will not ever reach any new customers.
Failure to Schedule
Perhaps the problem is not with reaching the appropriate demographic through relevant content, but a lack of planning and consistency. If the content has effectively reached its target market and generated positive feedback, a publishing schedule must be implemented to maintain customer loyalty and repeat business. Failure to sustain readership with new, refreshing content will result in loss over time.
Failure to Provide Value
On the other hand, if a brand does nothing more with its content marketing strategy than simply attempt to upsell its products or services, without ever giving its audience valuable information to take away from it, customers will stop trusting the brand as authoritative. Deliberately placed selling techniques can be beneficial if properly implemented; however, turning every feature into a sales pitch can create a detrimental reduction in traffic and business.
Failure to Connect
A very important factor in any content marketing plan is the feedback provided by the audience. Many brands lend a deaf ear to what their customers are requesting. Content marketing is ever-evolving, and should respond to the ebb and flow of the audience’s needs. Without shifting to the demand of the audience, a company will fail to maintain it, as the audience will find alternative means of fulfilling its desired response.
Failure to Convert
If a company adequately acknowledges and responds to its audience’s requests, one potential pitfall is the inability to convert traffic effectively into profit. Be it a poor landing page, or a complicated user interface, if a visitor cannot ultimately complete the necessary steps to join a mailing list, or make a purchase, it makes no matter how good customer service is, or how relevant the content is. The ability to turn an audience into a profitable source of income largely depends on the ability to simplify the process for them.
Failure to Analyze
Lastly — but certainly not finally — many companies simply fail to analyze its marketing results. Without knowing how effectively one method works over another, it is impossible to weed out the futile practices and focus attention on the successful techniques. In such a results-driven society, success relies on the capacity to yield statistical proof of performance. Companies that don’t analyze their marketing data, and continue to employ methods that are not cost-efficient, run the risk of failing in their content marketing ventures.
Implementing Content Marketing for Success
A very meticulous strategy must be outlined and overseen to avoid catapulting content marketing efforts into a marketing calamity. Companies must deliberately implement the following procedures to gain optimal benefits from content marketing:
- Target the Correct Audience
- Optimize Content for Search Engines
- Follow a Publishing Schedule
- Provide Knowledge and Value in the Content
- Connect With the Audience
- Streamline the Conversion Process
- Analyze Marketing Data for Successful Yield Results
While it’s not a fail-proof method to follow for success, following these recommendations will increase the likelihood of achieving desirable results. Ultimately, content marketing has certainly become the most effective tool for gaining and maintaining business.