How to Not Kill Your Marketing Strategy
Are You Really Completely Invested?
It’s no secret that content marketing has exploded over the last few years. Everywhere you look there’s content, content and more content. For a while, marketers were extremely excited that so many businesses were on board with such an effective digital marketing tactic. But as content is churned out at an increasing rate, it’s become painfully obvious that the Internet is now saturated with too much content.
You’re thinking, “If content is so great, how could there ever be too much of it?” The problem is the wide range of quality in the mass amounts of content being produced – and the unfortunate fact that most of it just isn’t very good. There’s a huge misconception about content marketing that seems to be the root cause of a lot of struggling content strategies: content does not work the way most people think it does.
As the demand for content continues to rise, businesses and even marketers are losing sight of the actual function of content marketing. When a company publishes a blog post and people read, like and share it, the blog should be considered a success. However, many businesses believe that since their piece of content did well, anybody who reads it will immediately make a purchase. That is not how content works.
Be Passionate About Your Customers
What all of this means is that you need to start differentiating your content and help it rise to the top of the content food chain. There’s no reason to stop creating content, but you also can’t ignore the fact that it’s becoming harder to get content in front of enough people for it to be effective. One of the easiest ways you can start to re-think your content strategy is by getting to know your customers. Instead of putting your company or even your customers’ potential interest in your products first, just become passionate about your customers and who they are. Once you’re familiar with your customers’ likes, dislikes, occupations, personality types and what they spend their money on, you can put yourself in their shoes and essentially become a customer. What better way to find out what kind of content they really want to read?
Content is the most effective search engine optimization tactic – but it’s also the most difficult to execute:
· 57% of marketers cited content creation the most effective SEO tactic
· 47% also believe that content creation is the most difficult tactic to execute
· 74% of respondents plan to spend more on content marketing in the coming year
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