One of the most effective means to engage and communicate with a target audience is with content marketing. This is a company’s opportunity to converse directly with consumers and new-visitors in hopes of building a stronger consumer relationship and secure more sales. Now, many companies are unaware of the importance of carefully constructing an effective content strategy, resulting in business-debilitating mistakes. Here are a few of the most common mistakes to avoid.
When it comes to content marketing, it’s critical that the information is geared towards a target audience first, not search engines. Sadly, many businesses make the mistake of focusing their content marketing strategy on appealing to search engines, resulting in unhappy consumers and a decrease in leads and sales. When writing content, place the consumer first and write directly for their eyes.
2. Minimal Value
When a consumer walks into a physical store, a business owner understands the importance of providing their visitor with value. Whether that means a welcoming greeting, free goodies, or even exclusive and personalized service – it can help lead to more sales. The same is true for content marketing. Many businesses tend to post content that is focused on the technical aspects of their products rather than communicating directly to their consumers. If you want sales and new leads, it’s imperative to offer high-valuable content.
3. Lack of Statistical Proof
Content marketing is more than simply writing words. The lack of including images or statistical proof is one of the gravest and most debilitating mistakes. We can all agree that reading thousands of words can be incredibly boring. Through including statistical and visual proof, it may just be enough to capture the attention of potential consumers. Remember consumers like data and proof – use it to your advantage!
4. No Appeal
If you are simply writing content without thinking about the target audience, you can guarantee that no one is going to read your content. It’s important to understand and place yourself inside the mind frame of a typical consumer. This is the whole point of persona development! Take the time to craft content that offers the solution to your consumers, demonstrating that your company is the answer to all of their questions.
5. Lack of Structure
When it comes to writing any piece of content, it’s vital to have some structure. A lack of proper structure not only will confuse consumers, causing visitors to leave the website, it will throw off search engines, effectively harming search engine rankings. Before publishing any piece of content, be sure to review the material in terms of structure. Does it make sense? Is it easy to read? If you are finding sentences that are difficult to read or understand, chances are, your consumers will feel the same way!