Content marketing has grown immensely as the average consumer is exposed to far more content than ever before. This is due to mobile technology developing so people are constantly reading, listening, or viewing content hundreds of times daily. For this reason the quality of content has had to increase as people have become more specific about the type and quality of content they consume. Far too many brands are wasting money by making huge mistakes in 2019 in their content marketing strategies. The following are things companies should be doing and others that they should be avoiding like the plague.
Creating Content Based On Data
One advantage that many digital marketers have when developing their content marketing campaigns is the usage of data. Understand what has happened in the past is important as the clarity of what works and what does not becomes very clear. Certain types of content can be in-depth as well as easy to produce like that of a weekly podcast. Other types like long form articles could take quite a bit of time without offering the depth a podcast could. Different demographics consume content differently so this is something to keep in mind while varying your content types during a campaign.
Keyword targeting is far different than keyword stuffing which can really make a piece of content difficult to read. If the word “Sprint iPhone” occurs 30 times in a 500 word article most people will not make it through the first paragraph. Google also has taken a hard line on low quality content created only for SEO purposes that do not offer value to the reader. Have an expert writer incorporate certain keywords in a natural way as this will allow for quality content to be produced with SEO benefits.
Targeting The Right Keywords To Maximize Conversions
When doing offsite link building it is important to do the appropriate keyword research. Your company wants to target words that help the company rank as well as terms that often times lead potential customers to sales pages. This needs to be considered before creating content for the site, offsite, and even for the keywords for specific website pages. Summaries on blog posts can also make them much easier for Google to pick up so these have begun to be more important than ever.
Not Considering SEO In Their Marketing Plan
Content marketing and SEO have always been related but with quality content driving the search engines they are more entwined than ever before. Search engines play a huge role in whether we think a digital marketing campaign is a success or not. They drive the most traffic which can lead to sales directly as people do not want to venture off of the first page to buy something or set an appointment somewhere.
Totally Skipping Out On Influencer Marketing/Picking Wrong Influencers
Influencer marketing might not be for every business but for certain businesses it can be extremely profitable. The trick is to have the influencer produce quality content that grabs the attention of viewers. The influencer should also reflect the brand as the wrong influencer could portray a message that is not in line with their customer demographic. Test out a few influencers to see which offers the best ROI so you can maximize the efficiency of the marketing campaign.
Refusing To Modify Strategy If Results Are Not Sufficient
Content marketing campaigns need to be malleable as at times a certain strategy might not work. Google algorithm changes can also make a big difference in what works as a tactic might lose its effectiveness with a slight change. Set milestones to see if you might need to modify the strategy with specific data sets as the data can clarify what is working and what is not.
Educate, Educate, Educate
Education of customer is one of the most important things that you can do with a piece of content. Presenting in this in an easy to understand and entertaining format can be tough but it is possible. Understanding things like chapter 7 vs 11 be the perfect piece of content for a person looking into their financial issues. This will allow them to get started on the path rather than wonder for weeks or even months how they can start changing their financial lives now. Updating older content to make it relevant can be a great way to produce more content that will continually stay up to date thus making it much easier to produce content.
As you can see there are plenty of things in 2019 to avoid and try out this year. Content marketing is going to continue to be a great way to grow a brand and business. Use the appropriate tactics to reap all of the benefits that it can bring a business.