Content marketing should be a guaranteed way to succeed in today's world of internet marketing. The objective is to gain new leads and convert them into customers. In an effort to fulfill this, however, there are wrong practices which do not help you to achieve your goal. What should you be careful about?
- Content quantity. Do you have scheduled content months ahead that you stick to? But what about when there are not any good sources of information at the moment? Remember - it is essential that the content informs of something useful or new, ideally both. Sometimes it is better to give yourself a break rather than write something just to create content. Each of your posts must be epic, or viral, or must leave a great impression. Only thus brands create their value and become an authority in their field.
- "The amazing brand." Best practice in content marketing is about creating content that does not at all look like marketing. It should help the customer. Period. Any attempt to present your great brand will seem as normal advertising, ie., you will not be trusted by readers. When creating content, therefore, always keep in mind your clients - what interests them? What would help them? If you keep that in mind, you can afford once in a while writing about your brand, such as introduce a new product.
- Create good content, and the rest will come. This is unfortunately not true. First, you need to have quality content, then you have to bring it to the people. Social media help best - Twitter first, then links to content from Facebook and Pinterest. If you publish an e-book or interesting infographics, send out e-mail links to your contacts. If you share the content of your partners, you can expect them to do the same - do it! If you have a really good piece, use paid links - such as on LinkedIn and Google Ads. And if you want a truly original way to promote new content, paste the link into your e-mail signature, and ask your employees to do the same.
Summary, or your new action plan
It is not necessary to permanently produce new content, but you need to focus on great topics. Do not post about the brand, but try to make interested your current and potential customers write what is useful for them. Once the content is created, it needs to be actively promoted. Only then can content marketing deliver results.
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