Compared to other marketing methods, content marketing is a marathon, not a race. At TalenAlexander we realized fairly early on in our content marketing endeavors that “It takes time for a content marketing campaign to deliver ROI.”- Jason Ramsey, The Chief

When it comes to creating highly engaging content, you have to:

  1. Get a sense of what your target audience expects from your brand’s content.
  2. Research for the kind of content ideas that fit best in your marketing mix.
  3. Identify the right channels of communication that will help distribute your content to its audience.
  4.  Identify and plan a marketing strategy that helps leverage the potential of this content.

However, that’s only the beginning! You need to keep fine tuning your strategy to make sure your content messaging is aligned with your business, audience, and their needs. This is a situation tailor-made for errors. That being said, TalenAlexander has identified 9 errors that are an absolute NO-NO if you want to make the most of content marketing.

shutterstock_325347827

1.Ignoring Customers in Content

We’ve all heard “Content is King,” but at TalenAlexander we tweak this adage a bit, and say “Customer-Centric Content is King.”

By that we don’t necessarily mean sales material. The obvious goal of a campaign is to promote your brand, but content that blows your own trumpet will never go viral. Descriptions of your product, services, and the brand’s motto can be used in the content, but the primary focus should be on the customers.

Content should satisfy their quest for informative solutions by providing valuable information. Avoid being selfish at all costs– in content marketing, selflessness is a priceless virtue and will help your brand go places.

2.Inconsistent Updates

The process of writing an article or a blog and delivering it to a group of readers needs to be followed with a degree of consistency. Once you have a built a strong following of readers who are looking forward to reading content published by your brand, you can’t afford inconsistencies. Ardent followers or even a casual visitor may consider a blog worthless if it has inconsistent updates or it has been abruptly stopped for long periods.

Content marketing’s biggest failure begins with irregularity. Create riveting content to engage readers and keep going at it. Once the cycle is broken, it takes a long time to fix.

3.The Balancing Act – SEO vs. Audience

Are you creating the content marketing campaign to grab the attention of search engines? Or is satisfying your audience the ultimate goal? If it sounds extremely tough to answer this question, it is obvious that you are not familiar with the balancing act. Our content marketers have recognized the need to walk the tightrope between search engines and pushing out content that its audience will love going through.

Focusing purely on search engines is pointless because an audience loves informative content and not something that is keyword ridden. However,  ignoring Google spells instant death for your content marketing campaign. So, find a balance.

shutterstock_326143310

4.Be Blunt to Build a Brand

Content Marketing Institute, a premium player in the industry suggests that your content strategy should be precise, focus on a single motto, and must not be afraid to express your views. Experts in any industry will never hesitate to criticize any news/opinion/development, if they find it wrong. Similarly, they may choose to support an idea if they find it credible in spite of hundreds going against it. Playing the diplomat to appease both sets of audience (the naysayers and supporters) won’t win you brownie points. It’s important to take a stand with your content, if and when required.

shutterstock_326032166

5.One Size Never Fits All

Content marketing is not an obscure mystery that should intimidate you. Approach it as you would any project– with logic and practical acumen— and you will find all the necessary answers. An important thing we’ve learned on the job is to avoid an assembly line approach, wherein we don’t create content keeping the diverse needs of the audience in mind.

People differ in terms of perspective, taste, and preference. Similarly, the