Every business professional knows the importance of promoting their brand through content marketing, however this action is not always as easy as it sounds. There’s a fine line between a positive contribution and efforts that are misinformed. It’s easy to do damage to your organization simply by the way you handle your content marketing. Here are some common blunders that you may not even realize you’re committing:
1.) You lack a well-defined strategy: Many businesses know that they need to be blogging and interacting with their clients and partners online, but are unsure how to go about doing so. They launch their efforts with no real plan or direction, and end up doing more harm than good. When it comes to your content marketing strategy, make sure you have a carefully coordinated strategy, and that all of your employees and content creators are on board with these goals.
2.) You engage in nonstop self-promotion: In today’s culture, people are resistant to the ideas of advertising. They don’t want to feel like they’re being sold to; instead, they prefer valuable information without a catch. Skip the content that just hawks your products and put the focus on what your audience is looking for. Provide them with useful information that will help to establish your company as an authoritative voice in your field.
3.) You’re not publicizing yourself at all: On the other side of this spectrum, many businesses believe that those who are interested in their information will just stumble across it during their time on the Internet. They may feel that promoting their content is tacky. In reality, the Internet is a busy place. Many people may be interested in your information, but not even know that exists. You shouldn’t feel ashamed about publicizing the content you create, as long as it’s done in a respectful way. Make it easier for interested users to find you.
4.) You’re not providing value to a reader: You have a relatively short amount of time to show a visitor why they should continue to explore your content. If the pages a user visits are packed with nothing but promotional material, they will quickly hit “x” in favor of a company that provides intriguing information. Some businesses believe that giving knowledge away is a risky decision; in reality, sharing relevant facts helps to establish your brand as a leader in your field. Don’t offer up all of your services for free, but provide enough material to become an invaluable resource to your readers.
5.) Your blog is bland: Ultimately, consumers want to hear messaging that comes from other humans. If your blog sounds like it was written by a robot, it will become unappealing. Give life to your voice. Include emotions or funny stories. Incorporating personality doesn’t mean that your marketing materials are not professional, it just makes them much more enjoyable to read.
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