It should come as no surprise that more and more top marketers are really getting behind content marketing. According to the Content Marketing Institute’s 2017 Benchmarks, Budgets, and Trends—North America, 91% of the top B2B marketers say their organisations are either very or extremely committed to content marketing. Just committing to content marketing is not always enough, though, so here are a few pitfalls to avoid in the coming year.
Don’t get too obsessed with your own content
It’s good to be passionate about your content, but you also need to be objective about it. You may think your team is creating the best content in the world, yet it’s not achieving the results you expected.
In these cases, you need to take a step back and think about whether you’re giving your target audience what it wants. Is it really addressing the problems and issues they face, and is it engaging with them on an emotional level?
Don’t skip the promotion
Let’s assume you’re getting great content from your website copyrighting agency, but it will have limited effect unless you promote it to the wider audience. Some people even say content marketing is one part content and four parts promotion, so make sure you’re reaching out through every possible means. While social media platforms like Facebook and Twitter are obvious candidates, promotional material on multimedia platforms like YouTube can really stand out.
Don’t forget to schedule content
You would not delay important meetings, so why would you delay the release of new content? It’s important to build a content calendar and stick closely to it. This will help with maintaining a regular flow of content, but it can also help you make the content itself. By constructing your calendar around important industry events, you can help your writers find relevant matters to write about.