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Why Businesses Fail at Content Marketing

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Let’s start with what content marketing is. It’s creating and sharing unique online material such as blogs, videos, and social media posts, to spark interest in your products or services. It’s not just about promoting your brand: it’s about offering value to those viewing your content. It is one of the most powerful marketing tools, but you need to have a content marketing strategy for it to be successful. Below are some common mistakes businesses make when it comes to content marketing.

Common Mistakes With Content Marketing

Lack of Content Marketing Strategy: You need to create a strategy and deliver your objectives.

Writing for the Wrong Audience: Before you can even create a strategy, you need to know who your audience is. Who buys your product or service? What are their pain points? If you don’t know who your audience is, you need to create a buyer persona.

Content is Boring: Boring content does not get read, let alone shared. You need to think outside of the box when it comes to the products or services you provide. For example, you sell water filtration systems. Why not write an article on whether or not people need to drink at least eight glasses of water every day?

Unrealistic Expectations: Content marketing takes time. On average, it takes about six months for your content marketing strategy to generate results.

Nonexistent SEO: SEO is about where a webpage will appear in the search results. 68% of online experiences begin with a search engine, with more than half of all website traffic coming from organic search.

Not Investing in Content Marketing: Effective and high-quality content will cost more, but it will save you more in the end.

Ignoring Analytics: How will you know which campaign worked and which campaign failed if you’re not measuring success? You need to measure multiple metrics such as website traffic, social media sharing, SEO ranking, inbound links, etc. It depends on what your end goal is.

You Don’t Promote: You can write a great blog article and post it to your website, but what’s the point if you don’t promote it? Utilize social media platforms to promote your content. Maybe you will end up with social shares!

There are many reasons brand’s fail at content marketing, but it is fixable. Content marketing is a long-term game that when done correctly, will slowly build a community. Even if your content marketing is performing okay, it doesn’t hurt to review your strategy periodically. Trends and hot topics are everchanging, and your content marketing needs to keep up with those changes. Reviewing your strategy is also a great way to see where improvements need to be made.

Marketing campaigns include professional content that can be used across multiple platforms. SCB provides high-quality content packages to showcase the best parts of your business, while determining the best places to utilize that content. Contact us today!