Content marketing is a strategic marketing approach of delivering valuable and relevant information to attract and retain a clearly defined audience with objective to drive profitable customer action. As social media has grown rapidly, marketers are taking advantage of the benefits content marketing has to their business. However, not many marketers are doing it right.
This week’s blog post will focus on the top 3 missteps marketers make when they do content marketing. There’s definitely no way to guarantee every content posted online will go viral but learning past mistakes definitely bring a step closer to success.
1. Lack of Strategy
To be successful at content marketing, strategy is necessary. Content strategy is the infrastructure of content marketing. Many businesses failed to plan an effective strategy as they overlooked the importance of strategic planning. Content strategy helps to communicate effectively with customers as well as the employees. It encourages conversions by providing customers the information they need for purchasing decision. To add on, strategy should change accordingly whenever it’s not as effective as it could be.
2. Not Share Worthy
Boring content DOES NOT get shared or read. Did you know a good content does not equivalent to interesting content? Inspiring and actionable content engage target audience to share the content with their friends or loved ones. (Of course, market research has to be been conducted before creating content as it is essential to understand how to capture target audience’s attention)
3. Poor Promotion
Yes! Last but not least, promoting content is equally important as creating the content. Efforts gone down to waste if there’s nobody notice about the content. For example, if the target audience is Millennials, social media would be a great platform to promote. However, do not neglect the traditional communication tools like prints and tv commercial. So now, start investing 80% of the time to promote the content.
Which of the 3 common missteps do you think it’s the main factor that contributes to content marketing failure? Comment down below and share with me your thoughts on content marketing! ☺️
Peili's Digital Marketing Blog 
Interesting post. The three missteps you mentioned are definitely common pitfalls of marketing managers. It begs the question however, which of the three mistakes do you think is the most important for a marketing department to address? I personally think it is the lack of strategy, how about you?
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Hello Sheng Kai! Great minds think alike! 😃
I think that by creating a content marketing without a strategy, success or failure is just a matter of luck (more like risking all the efforts and hardwork). According to statistics reported by Curata, 70% of marketers don’t have a consistent content strategy. (https://contentmarketing.com/2016/11/11/70-of-marketers-lack-a-solid-content-strategy/) It’s true that a solid content strategy will improve marketing results for business but many marketers don’t understand why.
Why do you think that marketers don’t understand the importance of strategic planning for content marketing? Let me know your thoughts! Look forward to hearing from you! Cheers!
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Hi Peili, thanks for sharing with us the points to take note of when generating content for our marketing campaign! I agree with you that company fail to plan for their content marketing. This brings me to my question, can you share me what are the success factors that we can look into when planning a content marketing?
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Hello Ernest! Thank you for your kind comment! 🙂
According to Equinet (https://www.equinetmedia.com/blog/content-marketing-success-factors-2019), the content marketing factors are consistency, creator reputation, more focus on ROI, omnichannel distribution, transparency and relevance. To my view, consistency and relevance are the two main success factors that marketers should look into. This insightful infographic discovers how marketers feel about consistency. (https://www.shutterstock.com/blog/consistency-content-marketing) Content consistency and relevance establishes the credibility, builds trust, and strengthens brand reputation. Do you agree that the two factors are the main success when planning content marketing? Let me know your thoughts!!! 😃
Do check out my previous post on Google! Have a great day ahead! 🍺
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