Traditional marketing and advertising is telling the world you are a rock star. Content Marketing is showing the world you are one. –Robert Rose
In the world of search engine optimization (SEO for brevity), you have probably heard the maxim that content is king. And indeed it is, without any doubt.
Of course, no one can deny the usefulness in refining your SEO strategies as well. But in the endeavor of boosting website traffic, keep in mind that SEO ushers audiences to your doorstep while your content is paramount in keeping your visitors there. In fact, it has been shown that a website’s increased success has been attributed to content creation—at least according to marketers. In this regard, we can safely assume that a successful online marketing hinges on excellent SEO work coupled with good content marketing. Unfortunately, some companies are fumbling with their campaigns—even with the assistance of a digital agency in the Philippines or elsewhere.
You might wonder why this is the case—especially when you put in the hard work and are committed to executing a sound online campaign. However, regardless of how pure or straightforward your intentions might be, there are some mistakes, albeit basic, that can be rather dangerous. Identifying what these are would help you reevaluate your strategy and engender a better one that would help you reach your potential better.
1. Not having a content marketing strategy
Much like anything that would inevitably end in success, your content marketing campaign needs a proper strategy. After all, if you want your campaign to come to fruition, you would need to plan. There is no absolute need for you to go into the nitty-gritty details of what you will do, so long as you can identify the who, what, how, when, where and why. Before you jump into the techniques, create a strategy first as this will aid your team’s efforts and serve as the navigational map in executing a successful campaign.
2. Operating without a documented content marketing strategy
Having a content marketing strategy is not enough. You need to document it as well. Why? Having a documented strategy means that the steps and who is responsible for executing such are identified. Furthermore, it determines when they are to be executed and why.
Having your content marketing strategy documented is pretty much akin to having a checklist where the roles are clearly defined. With a documented strategy, errors committed through miscommunication are effectively mitigated, if not, totally eliminated. Lastly, a documented content marketing strategy means that everyone involved would have a content calendar (and consequently, deadlines) to work out.
3. Not developing a content calendar
Essentially, having a documented content marketing strategy means you would develop a content calendar as well. Having one is imperative as you can see all of your plans consolidated in one document. It shows you how the day, week and month will unfold.
Furthermore, it would help you parallel the events to your business calendar. It might be that you are launching a new product or offering a new service. The type of content you release on a particular day or week would help amplify these events, create buzz about them or works around them. Moreover, it helps your team visualize what the big picture is so that they can work their goals towards achieving just that.
4. Falling in love with the content
Falling in love with your content can be rather inevitable. After all, it is hard not to see as you have expended so much effort into it. Once you have created something that took quite a lot from you—sweat, tears, and blood (in the metaphorical sense, of course), falling in love with it seems like the natural thing that would occur.
While this is not necessarily bad, being in love with your content can open you up to unrealistic expectations. If you post something you love, you would expect others to love it as well and when they do not, you either get angry or sad. In that regard, you would feel like you have failed. But remember, you are a marketer and not a failed writer. Should this occur, compare your content with other content you have created before and see how it differs.