Two Mistakes that Will Derail Content Marketing
“Having good content on your website is an important factor in gaining credibility, trust and ultimately sales from the people who visit your site.” This statement provides the lead for a story on The Guardian’s Small Business Network and sums up what every business should be looking to achieve with their content marketing strategy. The problem is, too many small businesses get all jazzed up over content marketing without really knowing what it is or what it can accomplish for them. They read about it on the Internet, there is no lack of “content” that covers content marketing; they see the statistics and they see the potential it has but then they go ahead and take a wrong turn somewhere and their strategy falls apart. So let’s take a look at some of the most common ways small-medium sized businesses sabotage their own content marketing efforts.
The wrong people creating content for marketing
There was a time when content creation followed the “more is better” mantra. If you could crank out blog posts and guest posts everyday you were doing a good job. This provided a steady stream of income for content mills to crank out 300 word posts provided by writers who were making as little as 5 to 15 dollars per piece of content. These writers might know next to nothing about your business or products but they were providing your business with content that was supposed to strengthen your brand and educate your customers.
Instead of looking to create content on the cheap, businesses need to look to create content that works. Some businesses find themselves dedicating people who are current employees towards content creation. They are familiar with the products and they know the business. This works rather well in many cases, but not everyone who knows your business can write well. To avoid poorly written content businesses can work with a reputable service to have content written and created. They will charge a great deal more than five dollars for a blog post, but they will get it right. Make sure that they either have an expert in your field writing for them or they are willing to spend time with someone on your staff to learn what they need to know about your brand and products.
No call to action
The other reason the wheels often fall off a content marketing campaign is that when the visitor is done consuming content they aren’t directed anywhere. In one study it was found that 72 percent of small business websites don’t have any calls to action on their interior pages. That is unacceptable but it is understandable.
Businesses are often warned that content used in content marketing should not be advertorial in nature. It should inform the reader, thus building the reader’s confidence in the brand so that they will become a customer.
A call to action doesn’t have to be an advertisement, it can be a subtle nudge to register for additional information or connect with a business through a social network. Calls to action can even point to products in the catalog without lessening the quality of the content like Water Damage Defense does. They simply mention some of their products that contain the feature their content is talking about providing the reader with an easy way to make a purchase without losing trust.
Content marketing works because it helps decision makers and customers make better decisions about what they are buying, but it only works for your business if you take the time and dedicate the resources necessary to be successful.