Mistakes to avoid while marketing your content

If you’re in the business of creating content, marketing your masterpieces in the right manner can be one of your smartest investments. Through content marketing, a brand can build its voice, share its story and inspire its audience. It is no surprise, then, that organizations have categorically increased their content marketing spends over the past few years. However, while content marketing can significantly accelerate your brand’s growth trajectory, there are some blunders that can be counterproductive to your goals. Here’s looking at some mistakes to be avoided for seamless and effective content marketing:

Do not underestimate the power of a story:

As mentioned above, content marketing is a great way of sharing relatable and inspiring stories. Often, marketers focus too much on selling the brand and too little on weaving a tale that content consumers can connect with. For instance, a leading parenting-related content creation platform for mothers would share real stories by real moms. This relatable content would resonate with the audience and create an undeniable emotional connect. Compelling stories with a hard-to-miss call-to-action can do a brand a world of good. Simply put, sharing captivating content that is relevant to the interests of your audience can help your brand scale newer heights.

Getting the right content and channel fit:

Given the number of content marketing platforms that exist today, finding the right fit for your content can become tricky. The posts you share on Instagram, might not work as well for Facebook - and not at all for Twitter. Thus, just like the product-market fit, content marketers must understand the intricacies of all platforms and disseminate suitable content through each channel. Further, to keep audiences interested, marketers must experiment with different content formats. Content platforms can create a variety of formats including text, video, vlogs, etc. to keep their content fresh and exciting. You must  ensure that if a topic is trending,  you release it across formats to reach a larger set of audience.

Create a content calendar:

Being inconsistent is perhaps the biggest mistake a content marketer can make.  Piquing audience interest requires regular posting across all channels. This is why it is essential to create a content calendar – one that is aligned with the brand’s ideologies – at the beginning of every week/month. While creating this calendar, ensure that there is diversity in your content and that it is beautiful, useful, inspiring and fun.

Repurposing content:

Another big mistake – forgetting about the content that you have already posted. As a content marketer, you must realize the potential of your existing content. If a topic starts trending again, recycling content that has worked previously is a sure-fire way of partaking in the ongoing dialogue. Repurposing existing content could be as simple as transforming it from one format to another. This can unlock a wealth of opportunities for a brand.

Leverage earned media, owned media, paid media:

Finally, it is important to tap all the touchpoints where your audience is present. Utilize earned media – press coverage/word of mouth/social shares, paid media – sponsorships/advertising, and owned media – your own platform/social media channels. Do not miss out on amplifying content through every channel possible. In this manner, you can create a larger impact with each piece of content and utilize its full potential.

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