People can find content marketing everywhere they turn, and it is a proven part of a successful marketing plan. And yet, the scarcity of internal content generation tools is a problem for over half of all marketing professionals.
The marketing industry is constantly transforming. Online branding is possible, and it revolves around content. Content marketing’s significance is now more apparent than ever.
According to the 2021 Marketing Leadership Benchmark Report, content marketing has grown in stature for marketers trying to create a pipeline.
CMOs should avoid the following four things when developing their content marketing strategy.
Focusing only on bottom-line outcomes
This is a major issue. Some CMOs have heard that everything in digital is quantifiable. But what outcomes ought CMOs to track? It is difficult and frequently qualitative (based on feedback) rather than quantitative (based on data) to link the genuine influence of online advertising to offline buying habits. This implies that the digital team will concentrate on immediate benefits that are closely related to quantifiable outcomes, such as online sales.
Digital marketing teams that prioritize results solely will ignore the importance of branding and fail to take other advantages of a content marketing strategy into account.
Having no idea what to measure
This mistake is usually due to a lack of clear goals. What does the team do with the content when it is published, and how can they tell if it is effective? The main problem that many marketers have is measurement. It greatly helps if they have goals in place. What measures are necessary, though, except goals? Big data and analytics are all around, but if people don’t use them, they are meaningless.
Also Read: Three Reasons Why B2B Content Marketing Fails
Marketers probably pay attention to page views and the length of time visitors spend on a particular article’s page. They can use this to determine whether a particular subject is popular with their audience.
But what happens once users leave that page? Do they browse the web page or do they click on more content? As long as marketers use the information they gather, measuring actions is just as crucial as measuring statistics.
Believing that offline marketing is the only way to build a business truly
It’s no secret that the bulk of marketing budgets for brands still go to offline channels. Less than 10% of the most prominent brand marketers’ marketing budgets are allocated to internet advertising; the remainder is spent on radio, print media, TV, and offline content marketing. It seems bizarre considering how much more time people spend online, listening to the radio, and enjoying their favorite television shows. Why then do brand revenues not follow?
The primary cause is that conventional online advertising, such as banner displays and search advertisements, doesn’t elicit the same strong feelings in consumers as it does when they interact with businesses in person.
The same is true for search advertising; brands want to be the ones people select when they are explicitly searching to buy something; thus, it is crucial to have it. However, brand advertising aims to evoke awareness, deliberation, affection, and recollection rather than a direct purchase.
Also Read: Four Mistakes B2B brands make with Content Marketing
Not being mindful of the target audience
This might seem like Marketing 101, but it’s quite tricky to create a content marketing plan that can truly accomplish objectives without knowing the kind of information the audience wants and can’t get elsewhere.
Data is available to marketers. They can observe which social media posts are getting the most clicks and shares. They are aware of the websites’ most popular pages. Therefore, marketers need to undertake some research to see what subjects their target audience is interested in reading. They shouldn’t provide the same drivel that is already available. They must identify the voice of their brand and use excellent content to promote it.
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