Whether you’re an organization new to content marketing or looking to shake things up, there are content marketing mistakes you can avoid to aid in your success.
The most common content marketing mistake brand marketers make is quantity over quality. Because of this, the content created is often commonplace, with little to no value to the reader. We’ve seen brand marketing teams waste months of valuable time churning out content pieces when only one out of 10 tactics will have any real value or effect. Not only are you wasting time and money on these tactics, it makes your overall marketing strategy weak and ineffective. Always focus on quality over quantity.
Another common content marketing mistake is churning out the same type of content. For example, many brands are attracted to infographics and rely heavily on this medium for their content marketing strategy. Mix up your content to create a robust strategy!
Mist Media reports that the average internet user spends 88% more time on a site with video – so why not add this to your strategy? But, don’t forget to keep them short and engaging. Visible Measures reports that 45% of viewers will stop watching a video after one minute and 60% by two minutes.
Last but not least, it’s important to collect and analyze data on all of your marketing efforts. It really helps to hone down your strategy to what is working and allows you to improve your marketing strategy overall. If you take the last 10 pieces of content you worked on and dive deep into the metrics, it will show you a pattern.
At Blu Lotus, we help clients track data through a variety of platforms such as Google Analytics, Trendkite and Hootsuite. These applications allow you to measure traffic sources, engagement, social shares and more. By collecting data, we’ve adjusted client strategies by not only figuring out which types of content are resonating best with target audiences, but also by which platforms the content is working best on.