It’s no secret that the market is being flooded with an abundance of new content each day. So, what sets you apart from everyone else? When designing and executing your marketing strategy, it’s crucial that you get your content right.
“Compared to traditional marketing programs, content marketing costs 62% less and generates approximately three time the volume of leads” – WordStream
By sharing unique, relevant content with prospects, you can establish a strong brand position and differentiate your offering. Content is more than a promotional tool and, to achieve success, you will need to go beyond purely pushing for sales. Instead, focus on creating relevant content that offers exceptional value to consumers in an interesting, engaging way. Through B2B content marketing, you can build and maintain meaningful relationships with customers and foster customer loyalty.
Want to get the most out of your content marketing? Avoid these common mistakes and start reaping the benefits of this incredibly powerful marketing tactic.
No Clear Content Marketing Plan
Regardless of how much content you’re generating, if it doesn’t have a clear purpose, your efforts will likely be ineffective. When developing your business strategy, it would be absurd to establish no goals or objectives for members of your organisation to strive towards. Your content marketing strategy isn’t any different.
With no shared direction, your businesses content will lack consistency. This sends mixed messages to customers, while also hindering your ability to perform at the frontier of your market. This is because, if everyone in your organisation is just creating content for the sake of it, while you’ll have plenty of content, it will likely lack value. By defining your audience and setting measurable goals, your team can work collaboratively towards common goals and reach new heights together.
Poor Keyword Research
Developing unique, targeted content is a brilliant way for organisations to improve their ranking in Google’s search results. In an increasingly digital business landscape, search engine optimisation has never been more important. To achieve the best results it is, however, crucial that your content is backed by accurate and thorough keyword research. If you’re not targeting the right keywords, you will likely struggle to truly optimise the visibility of your content.
A great way to identify high-ranking terms is to make use of online tools such as Google Ads Keyword Planner, SEMrush and the like. When deciding which keywords to focus on, you will need to take various factors into account, such as the number of monthly searches they receive and their level of competitiveness.
You may also benefit from incorporating long tail keywords in your content, which are phrases comprising of three to five terms. Even though they generally receive less search traffic than shorter keywords, they’re more specific and, because of this, will often have a higher conversion rate.
Lack of Content Variety
Posting regular blogs is great, but if that’s the only type of content you’re sharing, it’s time to revaluate your content marketing strategy. People consume content differently and, while some prefer reading articles or blogs, others would rather watch videos. By sharing an array of different content, you can reach consumers in numerous interesting ways that appeal to their preferences and, consequently, keep them engaged.
Content creation doesn’t have to be difficult, in fact, you’ve probably already got information that can be repurposed. Old blog posts can be turned into eBooks, shared on social media, transformed into short videos and the like. This can be done with just about any form of content you’ve created in the past. It is, however, still crucial that you continue to add new, value driven content to your online domains regularly.
“60% of marketers repurpose and reuse content” – Elise Dopson
Not sure which type of content to try next? One, or more, of the following popular content options could be your ideal solution:
- How-to Guides
- Case Studies
- Social Media Posts
- Short Videos or Slideshows
Too Much or Too Little Promotion
You’re likely dedicating a significant amount of time to creating high-quality content but, if you don’t share it with customers and prospects, how will anyone actually see it? When determining how to promote your content, however, you’ll also need to ensure you’re not falling in the opposite category and going overboard. Focusing too heavily on driving sales across all of your promotions, rather than offering customers real value, may counteract your efforts.
When it comes to content marketing, genuinely helping consumers needs to be a priority. Content marketing isn’t purely about pushing sales, it’s about establishing and maintaining meaningful relationships with consumers that are built on trust. Through content marketing, you can provide customers with reliable, tangible evidence of your ability to fulfil their needs better than anyone else.
Find Out More About B2B Content Marketing
Interested in creating a strategic, effective approach to content marketing? Get in touch with our experienced team of B2B digital marketing experts and discover how we can help you plan for future success.
Find out more about what it takes to build an integrated, relevant strategy by checking out our blog on B2B marketing 2020 trends today.