Common Content Marketing Fails and How To Fix Them

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Finding a larger online audience is something most business owners view as a top priority. One of the best ways to accomplish your goal of expanding your online audience is by creating great content for consumers. Investing in content marketing campaigns can help a business build an online presence and grow their bottom line. 

Studies have found that over 80% of online consumers prefer to learn about a company through customized content. If you are new to the world of content marketing, then you are bound to make a few mistakes along the way. Here are some of the most common content marketing fails and what you can do to fix them. 

Failing to Consider Every Stage of the Buyer’s Journey

Customer lifecycle marketing is a term that business owners should become familiar with. A customer’s lifecycle starts from the first time they engage with your brand. Preparing content for every phase of a customer’s journey is crucial if you want to convert web traffic into actual customers. Some business owners make the mistake of developing content solely for the purpose of generating leads. 

Rather than making this mistake, you need to work on creating content for every stage of the customer journey. Developing content that is designed to both inform and entertain is a crucial component to marketing success. By creating content for every stage of the consumer journey, you can keep potential and existing customers interested in what your brand is doing. 

Ignoring the Power of User-Generated Content

As you start to develop a content marketing campaign, you need to figure out what goals you want to accomplish with it. If your main goal is create mass awareness of your brand and how trustworthy your business is, then you have to provide consumers with the right type of content. Well-written blogs will only carry you so far when trying to gain the trust of online consumers. 

If you truly want to highlight how reputable and trustworthy your business is, then you have to utilize the power of user-generated content. Positive reviews and customer testimonials are two of the main types of user-generated content. By showing potential customers content produced by satisfied customers, you can persuade them to give your business a try. Generally, customers who have a great experience with your company will have no problem writing positive reviews and testimonials. All you have to do to get the ball rolling is to reach out to these customers and ask for their assistance. 

Avoid Being Short-Sided With Your Content Strategy

Modern consumers want to engage with content that is interactive and entertaining. Solely relying on written content to get your message across to potential customers is a bad idea. Instead of being short-sided, you need to expand the type of content you offer. This means investing in marketing videos, infographics and other types of content designed to entertain and inform. 

With the help of professionals, you can pinpoint content marketing mistakes and fix them in a hurry.

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