Great content should inspire loyalty and interest from potential consumers. As more companies embrace the importance of content marketing, there are still many common missteps. Here are some content marketing mistakes to avoid:
Mistake #1: Not setting clear goals
Attempting any type of content marketing without having any clear goals in mind is pointless. Your content will not be able to achieve what you want if you don't even know what you want. What can you do? Take the time to develop goals that support your overall business strategy. Examples of some goals might be:
- Increasing website traffic
- Generating social referrals
- Building brand awareness
Once you've established your goals, then you can create action items that can help guide your content marketing strategy.
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Social media marketing is an industry that is booming today. Facebook is probably the most widely used social media platform today. Now, the niche is shifting to something far more specific than simply allowing information to spread through this intricate network. Online couponing is now becoming the new trend. The purpose of these coupons is to promote the use of already established social media networks like Facebook and fuel them with more reason to be an advertising platform.
The issue with marketing on social media platforms is that while products may go viral on the Internet because of such networking sites, they may also sink rapidly because of the same speed with which information spreads. It is up to you to put forth your product in such a way that people are interested in it and take a liking to it. You may start the process by putting up a few posts by yourself. Slowly it is sure to continue through the network. It is vital that you follow trends, because the interest in goods dies down just as rapidly as it rises on such a platform.
Today, several organizations purchase Facebook status likes to look more popular. The fact that a campaign can get a large number of likes within a small time frame indicates its potential to go viral, and users are generally eager to be part of such trends. This gives marketers excellent opportunities to promote their brand and products.
Content marketing is top-of-mind for marketers, but, like all advertising disciplines, it faces challenges, according to Steve Kerho, chief strategy officer at engagement agency Meredith Xcelerated Marketing (MXM).
"There's been so much focus on content in the last year, and we are living in an environment where it is increasingly harder for marketers to get their content noticed," Kerho told CMO.com. "Another challenge for marketers is that the number of platforms and channels are increasing really fast, making it hard to feed this ever-growing ecosystem."
Spend on content is up, but that doesn't seem to be helping, Kerho added.
For its part, MXM has codified its approach to "big content," a.k.a. content that actually gets seen. It created an infographic (offered exclusively to CMO.com), using an example of one of the most-searched-for content types–recipes–that illustrates its four-step process: be relevant, be discoverable, make sure your content has elasticity, and make sure you're content is efficient.
Call it an awakening.
Consumers are increasingly mindful that marketers use the growing volume of individual data they leave behind for corporate gain. And as details continue to stream out about the National Security Agency's collection of data on ordinary American citizens, concerns about privacy and data security are growing as well.
More and more, individuals want to know when data about them is being collected, what is being stored and by whom, and how that information is being used, said Forrester Research senior analyst Fatemeh Khatibloo, in an interview with CMO.com.
They may even want a piece of the action. According to a survey conducted by Compass Intelligence for identity data management provider UnboundID, 61 percent of respondents said they would be motivated to give more of their personal and behavioral information if they received some kind of reward.
"Consumers today have an expectation that they should get something of value in exchange for their data," said Debi Kleiman, president of New England's Internet business and marketing association MITX, in an interview with CMO.com. "It makes sense; the data is very valuable."
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