The marketing world has undergone a lot of changes over the last couple of years. For seasoned marketing professionals, it can be tough to keep up, but it is an important part of maintaining a solid online presence. It seems like every company has its own Facebook page, blog, website, and Twitter account, but the major key is to make sure that each page has fresh and interesting content. How can you avoid missteps in your content marketing so you get the most out of your inbound marketing efforts?
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Coming up with original and interesting content isn’t as easy as generating a lot of filler and fluff, but it will be better received by your users. The best way to do this is by making sure that the author of any content put on the website, blog, or other avenue knows your company and your industry well. If you choose to outsource the content writing process, which many companies do, make sure that your author is willing to put in the time and effort to produce good content that people will want to read.
Problem #2: Not Narrowing Down Content
A company uses 17 different types of content on average. Between email marketing and Twitter posts and maintaining an active blog, marketing professionals often feel overwhelmed by the information they create to share with followers. Instead of trying to cover a wide range of topics on these various avenues, the best way to appeal to a target audience is to stick to topics in which you and your team members have expertise.
Problem #3: Unrealistic Expectations
Members of upper management may struggle to understand why the marketing efforts aren’t generating faster results, which can present a difficult situation for those within the marketing department. The best way to combat this problem is by setting goals that have reasonable outcomes, then tracking the data carefully to help keep all team members in the know. Even with a large budget and hardworking staff members, you may still be looking at a year or more of initiatives before you see a change in numbers. You can also help educate other members of the team about reasonable timelines and expectations.
Problem #4: Keeping Your Site Sustainable
In the world of viral content and ever-changing needs, it is more important to make sure that the content is sustainable on a long-term basis. In order to do so, writers and developers should be willing to branch out and do things differently to keep users interested and drawn to the site.
Problem #5: Struggle to Measure ROI
Measuring ROI is one of the major content marketing problems that businesses face. Since it can be nearly impossible to prove whether a strategy is effective, the best option to combat this issue is to determine goals and measuring progress toward those instead.
Successful content marketing is a challenge, but companies can overcome problems by working hard to provide valuable information and interesting content for users across all platforms.