Content marketing is an impactful and powerful strategy to build your brand. Content marketing leaders experience 7.8 times the site traffic than their content-less peers. And consumers are 131% more likely to make a buying decision after reading content. We’re quick to recommend content marketing to our clients because it works: it fosters connection to your brand’s greatest Ideal Advocates. Take your content marketing to new heights by fixing these three content marketing mistakes.
Three content marketing mistakes — and how to fix them
1.) You’re trying to be something you’re not.
Good content marketing is authentic — and your audience can smell a fake from a mile away. Be human, and own your voice! Content marketing is a valuable opportunity to speak directly to your Ideal Advocates. Don’t squander the opportunity.
When you write your content in a consistent brand voice, you build credibility: your audience knows that they can really trust their brand. Owning your brand voice showcases your expertise as an organization. And authentic content marketing reminds your best advocates of why they love your brand. You know the warm and fuzzy feeling you get when you remember your first date with your spouse? It’s kinda like that. A genuine brand voice helps your advocates fall in love with you all over again.
How to fix it:
Brand voice comes to life when you lean into it. If you’re an edgy brand, infuse a little attitude into your content. Nerdy brands? Don’t be afraid to geek out and show your analytical side. Not every brand needs to be funny, clever or cutting-edge to connect with the people you need to reach. In other words, you do you.
2.) You missed the emotion.
As our good friend Simon Sinek says, “People don’t buy what you do. They buy why you do it.” Your content needs to create the emotional connection that your audience needs. Earning loyal business depends on it.
Real connection is the foundation for real relationships, so foster that emotion through your content marketing. Content marketing doesn’t have to be cold and robotic to be effective. Remember, you’re writing for humans.
How to fix it:
Share real stories. Introduce readers to the people whose lives have changed as a result of your organization’s work. Pull those heartstrings! And get vulnerable. Let your readers into your business and pull back the curtain. What makes you different from the other brands? Write about that, and get personal.
3.) You’ve called it quits too early.
Content marketing is not a tool for overnight results. Too many brands hit publish a few times and, seeing no fruit, they quit content marketing. But here’s the secret about content marketing: it’s only going to pay off when you stick with it. For a content strategy to pay off, you’ve got to stay the course. We’ve got plenty of tools to drive quick results — and content marketing just ain’t one of them.
Your audience may dig what you’ve created. But if you stop creating it, your Ideal Advocates won’t feel compelled to continue engaging for the long haul. Breaking down trust barriers and forging lasting relationships calls for ongoing content marketing. Content marketing is a long-term strategy, and you’ll win when you keep at it.
How to fix it:
Establish a long-term strategy and build consistency into your plan. Hold fast to your calendar, and continue creating relevant content. Keep it simple to get into the rhythm. Start with one a month, and grow from there as you establish consistency. This isn’t the 100-yard-dash, it’s a marathon. Better lace up.