Sanjana Singh
We all know content marketing is the most effective digital marketing tool of recent times. It is easy to count its winning quotient, but it sometimes faces a huge downfall. Content marketing strategy fails when it is designed:
Most of the companies execute content marketing without developing and documenting a content strategy. That denotes investing time, money, resources and staff in a manner that doesn’t have measurable goals and governance attached.
If the content is confined to one unit or one vertical, it will not get the scope to expand. Contribution is required from every section of the organization like sales, customer service, recruiting and human resources, as well as research, product and senior management, to create an effective content.
When there is a huge gap between your wants and needs, content strategy is going to decline for sure. If you conduct a research in the market to evaluate your needs, you should follow the path accordingly to fulfill that need. But you end up considering what you want, even if it differs from the assessment report. If you invest as per your want, it will result into a huge lack in content strategy.
Proper evaluation is required to analyze where you have been, so that you walk in the better path where you want to be. Content audits reveal gaps, style, maintenance in process and other aspects of content governance.
Outcome or result evaluation should include sales as well as involvement quotient in the forms of likes, comments, shares and visits of the website. Lead generation or the track of potential customers is required to target them through remarketing ads.
Many sites do not allow posting images and links. Though content marketing reach is far more than any other digital marketing tools, it can give negative results. It will affect your sales adversely, if you keep on posting your content on such sites that does not allow links and pics.
Communicate with your customers to answer their queries and indulge them into conversation through different formats of content like videos, Q&A, forum discussion, tweets, and blog commenting, etc.
If you deliver your content in such a manner that you force your customers to buy the products, they will never be interested to visit your site again. Make your content interesting by adding some entertaining as well as enlightening factors in it.
Do include references, news reports, press coverage, or other media coverage in your site. Add your own opinions and reviews to the content, so that it builds a talking/ reference point for your products.
It is the prime duty of content marketer to provide the detailed information through your site. If the visitor feels he/she is not getting adequate information, he/she will shift to some other sites to get the information. It will be a huge loss or a big gap in the content marketing strategy.
I work at Techmagnate as an SEO professional but I spend my lot of time hanging out on Social Media and writing and sharing posts on various blogs. I love to write and share about various topics su...
