In this post we reveal the main mistakes you have probably made, thinking you were doing the right thing. Take note and don't fall into the trap again!
Lack of a clear strategy or action plan
Content Marketing Institute statistics reveal one of the most worrying mistakes in content marketing: 94% of B2B marketing professionals carry out content marketing, but only 32% have a documented strategy.
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Before starting to create, it is essential to determine aspects such as: the objectives to achieve with the content, who your buyer personas are , the editorial calendar to follow, the promotion channels to use and the work team in charge.
Not starting with a deep investigation of your target
Do you really know what your potential client likes or prefers? In most cases the answer is no. But if your content is not focused on your target audience, failure is imminent, be clear about that.
You should ask yourself questions like this:
What do you like? What worries you? What are your problems?
What are your interests? Where do you usually get your information?
Where can you find it? What hours does it connect?
The more details you have about your potential buyer, the more targeted the content you create will be, and you will also know where and how to distribute it. This way, you will create truly relevant content, which is essential for a good user experience. If potential customers come to your website with certain expectations and you deviate from that ideal, you will be losing your audience.
Publish in a single format
Content marketing is not just about writing blog posts. There are different ways to express the messages you want to convey. To do this, take advantage of the different resources that the web offers.
Infographics, videos, texts, audios, podcasts, gifs … These are just some of the options available. Play with them so that your audience identifies the dynamism of the brand. In addition, correctly combining the different formats will get the audience out of boredom.
In your content strategy, specify the format in which you will publish each topic. This will make it easier to identify if monotony is invading your content.
Creating overly promotional or overly specific content
Keep in mind that making money isn't the only goal . Content marketing sets several goals with the user that will lead them to purchase. Positive audience reactions, comments, and responses are important stepping stones. The last thing users want to read is how well your product works or how cheap it is. Anything that seems like a promotion will drive your readers away.
Likewise, one of the mistakes that is often made is trying to be too specific . It is true that you need to cover very specific topics for very specific questions, but if you do, you will be making the mistake of attracting people from a certain niche . And many times these niches are small, so the initial opportunity to reach a wide potential audience will be totally limited.
