Content creation is essential but the statistics are startling. Although there are lots of B2C businesses opting for content creation, only 37% of this group says it's effective. This is startling and reveals a significant flaw not in content marketing but the way people are deciding what content to create.
This article will show you the three primary mistakes you are making with your content marketing and how to rectify them.
You hear all the time about the need to hit your target audience. It makes sense, but it goes much further than simply writing about the correct topics. You can get the right topic for the right audience and still come up short. Some of the reasons for this include:
This is always difficult to get right, but it's the first step to mastering your craft. You must put in a considerable amount of effort to getting the right content while meeting the needs of the right audience. This problem can be solved simply by understanding what your readers want.
It goes without saying that you must review your content and the results it garners in return. Content is king, but you don't know its king unless you can prove that it's leading to spikes in traffic and an increase in conversions.
To begin tracking your results, outline the goal of your content creation strategy. What are you hoping to accomplish by embarking on this strategy?
Once you have figured this out, a simple tool like Google Analytics should be enough to gather the results necessary. You can drill down to each page and look at the stats for every single post. You can track everything from visits to bounce rates.
But marketing is expensive and results alone mean nothing unless you know how to act on them.
For example, let's say that a recent post has a high bounce rate, which means readers are landing and leaving within a few seconds. This should tell you that there's something wrong with the hook that's drawing them in. Somewhere you are not following through on your promises.
Another example of this is having a low traffic rate. This could indicate a problem with your content not being interesting enough, or a failure of your social media campaign to drive traffic numbers to the content in the first place.
It does take some practice to understand which statistics are relevant to you and which ones are likely to help.
Finally, many companies already understand that customers have zero tolerance for ads. But customers are smart and they know that you are a business. You want their money and you shouldn't shy away from this fact. You have an ulterior motive in mind. This is not a bad thing because all businesses have to make money just to stay afloat.
Instead of trying to hide your true purpose and save customers the time cutting through content, be bold and be transparent. Stand up with a call to action and tell your readers what you want from them.
Of course, you should stick to a single call to action. The worst thing you can do is to ask for multiple actions at the same time. Not only is this confusing, but you are making people think twice because you are asking a lot from them.
You should be giving your target audience more than you ask in return. That's why so many successful companies give out a lot of free items.
These three content marketing mistakes all impact vital parts of the creation process. See if you are making any of these mistakes and do your best to weed them out. It will take time and you may need a focus group to tell you what you could improve on, but this is time and effort well-spent.
What are the biggest mistakes you have made with your content creation strategy?