by Nouman Ali
In today’s era of immense competition, every marketer is trying to make an effective digital marketing campaign so that they can keep their brand in the limelight. We all know that content plays an imperative role when it comes to digital marketing and specific content marketing strategies are developed, focusing on getting more traffic towards the brand. There is a lot of detail in content marketing campaigns. Some people prefer a long-term campaign while others are switching towards visual content in their recent campaigns. No matter which strategy you have, you need to know the right tools and tactics to hit your target market. There is no use of spending big bucks on your content when you are not marketing it in the right manner.
Some brands have the best quality of content but still, they are unable to create a distinctive image in the online world, because they do not know the right tactics to market their content. In the same way, other brands have average content but their marketing strategies are so well-thought-out that they hit the market in no time.
In this article, we will discuss some ways in which you might be damaging your campaign of content marketing. These ways are:
- Not sharing the content with the appropriate audience
One of the important aspects of content marketing is to share the content as much as you can. However, if the content is shared haphazardly, it will not be useful. No business can target the whole world at the same time. Every business has a target market, and this target market is defined and researched properly before planning the content marketing campaign.
When the content team knows the targeted audience, only then can they produce the appropriate content. Similarly, the likes, dislikes, and beliefs of the targeted audience have to be kept in mind. Finally, when the content has been successfully produced, it should be shared with the right audience for which it was intended. Otherwise, the creation of that content will be a waste of time and money. Content marketing teams study the channels and platforms where they are targeted audience is present. The content is then shared on the same channels. Thus, every social media channel is not right for sharing your content.
2. Not displaying the share button
Some content marketers produce excellent content but they do not give importance to the ease of sharing their content. There are several blog posts in which the share button is not visible. This makes the readers unable to share the content directly, even if they really want to.
Apart from this, several plugins are available that enable the readers to easily share the content from a post. Some posts do not have a call to action – this stems from the belief that content should be shared anonymously. However, there is no harm in asking to share your content by adding a call to action at the end of every post. Content writers should try to develop a relationship with their readers and urge them to share their posts. This way, by changing the strategy a little, more traffic can be directed to the website. A call to action in every post can help develop a relationship with the readers.
3. Inconsistency in messages
Consistency is very important in your content marketing as it helps in maintaining a good relationship with your audience. If you share a post about an ongoing topic and then do not share any updates for the whole month, your readers will ultimately switch to other blogs after waiting for your post. This will also create a negative image of your brand. Professional brands are always consistent in their efforts.
The potential customers may think that the brand which is not consistent in its efforts will not be consistent in giving the best quality of product or service. Not only is this, but there should also be consistency in the tone of the messages because readers get used to a single tone, and when the tone is suddenly changed, they lose the connection and switch to other blogs of their desired tone. Similarly, the keywords should also be consistently optimized to drive more organic traffic.
4. Sharing a common message on every channel
Today, we have the convenience of sharing the same message on all social media channels with just a single click. This action is justifiable in terms of finance, time, and efforts. However, it is not appropriate when it comes to the image of a brand. This is due to the reason that many brands have consumers who follow the brand on every channel. When these consumers see the same message, they may get repelled from the brand. Professional brands do not copy and paste the same message everywhere.
The top-notch brands have a different strategy and a different message for every social media channel. For instance, carpet cleaners Chislehurst can use an informal message on their Facebook, but using the same message on LinkedIn where professionals are present, will be inappropriate. Thus, unique messages should be produced as per the audience of each channel.
5. Not using data for optimizing the campaign
Today marketers have the benefit of using analytical tools for optimizing their content marketing campaigns. The marketers who overlook this option and just keep on producing the content and sharing it, do not get the desired results which other marketers do.
These data analytics tools help in finding out the user engagement and user response to each post. Besides this, content marketers can get to know which techniques are working and which are not. The quicker they get to know about it, the better it is. In this way, they can save time and focus on the right points which are bringing positive outcomes.
In short, if a content marketer is making any of the above five mistakes, his content marketing campaign will likely fail sooner or later. It is therefore imperative to plan every step before starting your campaign and creating your content.
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Nouman is a digital marketing expert from Dynamologic Solutions for many years. He considers bringing all the keywords to the top of his duty and constantly strives hard to achieve the best result. Along with finding & implementing content optimization strategy, he is also fond of writing interesting blogs on SEO & digital marketing related topics.