Content marketing has become a kind of magic wand that every brand wants to wave to make its positioning and marketing strategy work. What makes content marketing special? On the one hand, it is offering what the consumer wants in a context in which brand messages are being received worse than ever. In an environment in which consumers receive advertising messages worse than ever, content marketing is achieving high engagement rates and is being received with very good eyes. On the other hand, this type of message ensures that the messages arrive, that the consumer receives exactly what they want them to receive.
But not by doing content marketing, that is, not by publishing a couple of articles and suddenly creating a blog, you are already doing what should be Cyprus Phone Number List done and you are no longer reaching the consumer. Content marketing needs hard and firm work to be successful and, above all, it needs to avoid certain issues and certain mistakes that make things not finish. When content views are not being achieved, when what is published does not get an echo on social networks, possibly the problem is that things are not being done well in terms of content marketing strategy.
We continue to bet on advertising content instead of content with value
The first mistake, and one of the most common, possibly, when analyzing why some brands fail in their content marketing strategy is in the content themselves. Why do consumers like content and why do they receive such messages from brands so well? The key is that the contents are not traditional advertisements and, therefore, they are not messages to sell how wonderful your products or the brand itself are. The contents offer added value. The brand is not selling its motorcycle but is telling something that is really interesting.
Failure to do so is a very important failure. Content marketing is not the traditional infomercial of the past, nor is it an extension of the ad that has just been launched on other channels. The consumer will not accept such messages.
There is no strategy
When something becomes fashionable or when something begins to show that it can generate results, there is a general movement: everyone wants to do it and everyone wants to take advantage of that issue. It happens with all the things that brands and success stories are showing work and is happening with content marketing. Studies, analysts, and consumers themselves have shown that it works, so everyone wants to go for it.
However, going for it may be the first step to making another major mistake that will weigh down on your content marketing strategy. Brands can be tempted to think that the important thing is to be there and that all you need is to start publishing. Generate things and do what everyone is doing, they seem to think, and thus the same results will be achieved. This is a serious mistake. Content marketing needs a careful strategy and, in fact, it needs brands to establish media writing dynamics. It is not worth publishing blog posts in any way.
The contents are produced by non-specialized personnel
When social networks appeared on the horizon of what to do, many brands made the big mistake of thinking that anyone with a Facebook account could dedicate themselves to updating their corporate profiles with content. It was the moment when everything was left in the hands of the famous nephew who knew what the internet was about or when anyone was paid four dollars to publish a couple of updates a day on the social network on duty. Doing so was a mistake, because, as with everything related to branding, it should be left in the hands of those who know what they are doing and those who know how it should be done.