Content Marketing plays an integral part of lead generation in today’s market. However, there are many ways that your content may not be working for you without you realizing it.
Your content does not cater to both the prospective customers and the committed clients
You need to approach content marketing in a way that provides the brand-loyal with the content they are used to but does not alienate potential prospects. According to marketo, you need to work with “your internal stakeholders to create content that addresses each section as a whole, [as a broader] audience will result in better ideas, and more variety”. This is important because you don’t want to become stagnant – tapping into the same pool of leads over and over again, as you will not see your business grow, and sustainable profits will become impossible.
You are planning too far ahead
You are planning your social media too far into the future. Yes, it’s great to plan ahead, but don’t go overboard. You don’t want to be solely reactionary, but as marketo explains, your plan needs to be “flexible enough to respond to current events, but solid enough to reliably integrate into other marketing efforts.” However, you can still “map content around major events and holidays…industry events and news” such as commemorative months, weeks and days; for example: Movember and Financial Literacy Month.
You are not creating content regularly
Choose a realistic timeline and pace at which you are able to produce your copy. It’s important to ensure that you are creating your marketing content in a timely manner. It’s important to have regular postings to ensure your customers are engaged. If you produce something one week, then not for 3 weeks, you risk losing customers.
You’re not setting timely and achievable goals
You need to set goals. Here are 5 tips to make you goal setting more effective. Make sure you have S.M.A.R.T. goals:
T: Time Sensitive
You need to consolidate your calendar
There is nothing more frustrating than double-booking a meeting, an event, or even a leisure activity. The same goes for content creation; you can avoid this in the workplace by consolidating your marketing calendars, making them accessible for only the relevant individuals. That way, you’re all in the know, and can keep one another to a specific timeline of creation, making the team much more seamless.
Read more tips on how to improve your organization’s content marketing.