The Content Marketing Institute identified 13 key tactics being used by the SME community of which the top 3 are social media, website articles and e-newsletters. Creating valuable and informative content is by far the best way of ensuring your brand and message stands out from the crowd, and puts your solution at the top of your audience’s radar.
This activity offers a variety of benefits including brand awareness, lead generation, thought leadership exposure, increased web traffic and eventually sales conversions. If time really is in short supply, then these are some of the most popular mistakes that you should definitely try to avoid.
Here are the top 5:
No real strategy: Before your creative juices start to flow, make sure you identify what you are trying to achieve with your content efforts. What business goals do you want to fulfil? Is it brand awareness, building your sales funnel or customer retention? Have a plan and don’t go into this exercise blindly.
One size does not fit all: Know your audience and make sure your content addresses their individual concerns. Assuming that everyone has the same pains, budgets or buying cycles will quickly get you removed from their list of potential solution providers.
No Call To Action: You could have the sexiest content on the planet that really hits the nail on the head, so just make sure there is a clear mechanism for people to contact you. Always include options that allow readers to request further information or get in touch.
Not promoting your content: After producing your content, make sure it can easily be found by those that need to consume it. Whether that means optimising for SEO purposes or shouting about it on all your social media platforms, you need to actively bring it to the attention of your target audience.
Content that doesn’t provoke an action: Producing boring content or that which just states the obvious is not going to win you prospects or loyal followers. Add something to the conversation that makes people sit up and pay attention.