Putting Your Content Marketing Campaign on the Path to Success
Most people understand the importance of creating an effective content marketing campaign. However, it’s much more difficult to create a campaign that is destined for success. In fact, most content creation strategies are doomed to fail before they even get off the ground.
Here are a few of the most common issues that cripple content marketing campaigns and what you can do to avoid these mistakes:
Not Establishing Your Parameters Before Starting Your Campaign.
When This Happens: In the early stages of a campaign, usually when a company decides that it needs to do content marketing in the first place.
Why This Happens: It’s easy to get excited about starting a content marketing campaign. It’s often so easy to get excited that you don’t think about why you are doing a campaign, who your target audience is or what your objectives should be.
How to Avoid It: Think about who the ideal person to read your content is, then write content that you believe will directly impact this person’s life.
Not Creating Content on a Regular Basis.
When This Happens: A few months into a campaign, as soon as the “newness” of launching a creative campaign wears off.
Why This Happens: It’s easy to devote a lot of energy into a content creation campaign at the beginning. But it’s also easy to give up on a campaign before it really gets off the ground.
How to Avoid It: You need to understand that Google rewards content only if it is done on a consistent basis. Set a schedule to post several times a week at the start of your campaign and stick to it.
Keywords Matter.
When This Happens: Poor keyword strategies often doom content creation campaigns from the beginning.
Why This Happens: It’s common to take the wrong approach to keywords, such as keyword stuffing or using keywords that are too broad.
How to Avoid It: Start by doing some effective keyword research to make sure you are targeting the right phrases that will connect with your target customers.
Failing to Create Internal Links.
When This Happens: At the start of a campaign before you even write your first piece of content.
Why This Happens: Many people simply don’t understand the importance of internal links and how much of a role it can have in helping the overall SEO on their site.
How to Avoid It: Content and links are two things that should work together and not independently of each other. Think about ways that you can internally link to multiple pages on your website with each piece of content.
Failing to Diversify Your Content.
When This Happens: Whenever a marketer fails to realize that everything they publish can potentially be content marketing material.
Why This Happens: It’s easy to get locked in on a certain type of content (such as blog posts) and continue to produce it again and again.
How to Avoid It: Diversify your content. eVisible can help you to create high quality blog posts for your site. We can also provide you with the right mixture of premium content and link creation.
Not Integrating Images Into Your Content.
When This Happens: Throughout the entirety of a content creation campaign.
Why This Happens: Too many people associate “content” with “words” and don’t understand the potential value of integrating images into your articles, blog posts and onsite content.
How to Avoid It: Images make stories more interesting and help to improve SEO results. Use them every time you create content.
Not Using Social Media to Promote Your Content.
When This Happens: After the first blog post is a written and a content marketer simply expects that people will magically find it and make it viral.
Why This Happens: It’s a fundamentally lack of understanding about how content gets shared. You need to promote your content in order for people to find it.
How to Avoid It: Use popular social media sites to share the content you create. Come up with ideas such as mailing lists or forum postings to expand your reach.
