Here’s what we do know: content marketing is a massively effective method of increasing ROI and overall customer engagement.
Here’s what we don’t know: content marketing is not as easy as whipping up some content and tossing it into the oven of the Internet. Careful consideration and strategy is required, and sometimes, even with the best intentions, major mistakes can be made right from the get-go.
Are you happy with your content marketing results?
If not you may be making one of these crucial mistakes.
Recently I sat down with super brain Amanda Milligan at Fractl (an online marketing agency specializing in engaging and emotional web content on the web). Here’s her advice:
Mistake #1: Content That’s Too Branded.
Content that looks like a traditional ad will be responded to like a traditional ad — like you’re just trying to sell and not engage. If your content is presented in a more natural, organic way, people will be more likely to receive it well and not merely consider it an endorsement of your company’s credo.
Mistake #2: Not Getting Your Involved.
If you’re using outdated approaches to content creation, like anticipating the communication stream only going one-way, you’re in for sub-par results. Consider every content strategy to be a conversation, and be sure to facilitate that back-and-forth. It’ll open doors for new customers.
Mistake #3: Conveying Facts But Missing Emotion.
Content isn’t all about teaching and informing; it’s about connecting and experiencing. All you have to do is tap into humanity. Tap into what brings us together in real life — the emotions that ignite empathy — and you’ll have content that’s both memorable and impactful.
Mistake #4: Overthinking Content And Missing Context.
Sure, content can speak for itself. But think about it this way: You can write an incredible book and leave free copies all over town, but virtually no one will read it. Why? With so much content available, everything is about curation, meaning getting your content published in the right place can mean everything.
If you’re making any of the above mistakes, now is the time to improve your process. Once you’ve identified your pain points and you’re creating the right content in the right place for the right audience, you’ll see big changes in your ROI.
How is your content strategy working?