Content marketing is an important part of the modern business strategy as not only does it help build brands and boost sales, it also offers long-term dividends.
However, despite the popularity of content marketing, only 3% of B2B content marketers rated their content marketing approaches as successful while 53% believe their content marketing strategy is successful.
The above stats show that there is something missing in the content marketing strategy of most businesses and several mistakes which they might be making which results in failing content marketing campaigns. Some of these mistakes include:
- NOT BUILDING BUYER PERSONA
Executing a content marketing strategy requires building a buyer persona as this will ensure the marketing strategy is spot on. Your content marketing plans must cater to the needs of your customers, their challenges and pain points. To create such a strategy, you need to know your customers thoroughly, identifying their obstacles and problems, questions, objectives, preferences, keywords, and phrases they are familiar with and engagement scenario.
Many marketers fail to document their engagement with their clients, and this has serious implications for the success of a content marketing campaign.
- FAILURE TO MONITOR CUSTOMER EMPATHY
To crawl into your customer’s minds and know how they see, think and feel, hear, and what they do, a customer empathy map would come into play.
With the help of a customer empathy map, you will know the nature of content which you should create to engage your target audience. Even though you might feel creating a customer empathy map is an overwhelming activity, knowing your customers thoroughly increases the chances of the success of your content marketing.
- NOT MAPPING THE CONTENT TO THE BUYER JOURNEY
Creating tons of wonderful content will not sell if it is not mapped to the buyer’s journey. To do this, you will first have to understand that a sales funnel consists of the different stages a buyer passes through before coming to a purchasing decision- from visiting your website to contacting your sales department.
The stages are:
- The awareness stage
- The consideration stage
- The preference stage where they compare you with the competition
- The purchasing/trial stage
- The loyalty/advocacy stage
- ABSENCE OF A CONTENT DISTRIBUTION PLAN
There are two golden rules of content marketing- the first is to create a useful content mapping strategy and the second is to get yourself in front of your prospective customers.
Without a content distribution strategy, your content won’t create the required impact, and if you are looking to reap the rewards of your investment, you should create an aggressive content distribution plan. You can do your content distribution via:
- Owned distribution plans such as your blog, website, social media subscribers or RSS subscribers.
- Earned distribution channels such as Quora, inbound.org, SlideShare, YouTube and growthhackers.com
- Paid distribution channels such as display ads, paid search results and paid social media ads are a few examples of this.
- POOR TRACKING, ANALYZING AND TWEAKING
Content marketing is not rigid so to optimize the success of your content marketing campaigns; you should create an agile content marketing strategy.
An agile content marketing strategy responds and adapts to the needs of your audience, and you can only be in the know through tracking, analyzing, and tweaking to maximize the sales through content marketing.
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