Content marketing has proven to be a successful strategy for brands, but not knowing your audience well and not relying on data to create content can hinder the success of any campaign and can lead to errors in the strategy.
content to attract customers
Today, 70% of marketers actively invest in content marketing, according to HubSpot data. This investment is beneficial for businesses because it can attract the interest of potential customers, retain audiences, and shape their brand identity.
However, with so many companies implementing this strategy, content marketing is becoming a challenge. Because it is a market in which many bet, there is little room for error; if you make a mistake and the competition does better, you could lose ground. Another idea that limits the correct implementation of content marketing is believing that it is a simple strategy that only consists of creating web articles.
Content marketing is much more than that: it involves video content, infographics, podcasts, influencer campaigns, newsletter content ads, data-driven analysis of topics, etc. And for it to be successful, brands must follow a methodology that goes beyond content production.
Today, 73% of entrepreneurs in Latin America and Spain recognize that content marketing is an important way to grow their businesses, according to data from LinkedIn . But for this to happen, it is necessary to implement this strategy correctly; only then will it be able to achieve optimal results.
Content Marketing Strategies to Grow Your Business
Mistakes to avoid when running a content marketing campaign
Over time, more and more companies have focused on content vp purchasing officer email lists marketing. However, there are certain mistakes that are frequently made in its implementation and that can weaken the strategy. To the point of not obtaining positive results. Therefore, it is essential to consider them in advance in order to apply the necessary corrective measures.
Not defining the brand's content territory
Your brand’s content territory is the conceptual space you want your audience to associate your brand with. This territory should be a balance between the topics your audience is interested in and what your brand can master. If you don’t properly define your brand territory , you won’t be able to create a coherent content strategy that differentiates you from your competition.
You need to have a clear idea of what your brand is like, what challenges you have, how you want customers to perceive you, what topics are relevant to them, etc. To do this, you can ask yourself: what can you speak about with authority? If you want to be an option for your customers, you need to show that you know what you are talking about. You need to appear credible to your audience and that can only be achieved if you are clear about who you are and what you want to offer.
define branded content
Not relying on data to produce valuable content
A piece of content that doesn’t answer a question or solve a problem won’t be well received, even if it’s perfectly written. This is often because brands don’t rely on data to produce valuable content for their audience. In fact, many companies create their editorial calendar through “brainstorming.”
In a way, they are guessing what topics people might like, or what topics might fit their blog style. Some of this content might be successful, but unfortunately, most of it won't. When teams don't have any data to know what their target audience's real interests are, and to justify their choice of topic, it's very difficult to create quality, useful content.
Creating content that does not meet the standards of the best content in the world for the category.
Another mistake when carrying out a marketing campaign is creating content that does not meet the semantic, syntactical and editorial characteristics of the best content that has been published in the world for the category on which your brand focuses.
The most successful content is a guide to what engages the audience and, therefore, what should be done. It is not about copying content, but rather analyzing what has made it successful. And in this way, replicate the formula and improve it, creating content that has added value.
Not optimizing content to fit your audience's readability preferences
What type of audience do you want to reach with your content? A specialized audience or one without specific knowledge in your area? This information is relevant because it will allow you to know how readable your content should be. If you don't know this, your content will not be optimized according to the preferences or needs of your audience .
