Focusing on a single format
Marketers recently admitted to feeling overwhelmed by the scale of the tools and platforms available to them. While having a laser focus on a particular topic or medium has its upsides, it is important to break out from tried-and-tested methods to add new life and creativity to your campaigns. Using just one content type could put you at risk of alienating audience members, so consider coming up with info-packed infographics or a live news feed to complement your regular blog posts or videos.
Not using automation
Content marketing campaigns are time and resource intensive, so it’s important to lighten the load with a slew of helpful tools and software. Automation should be your go-to companion, especially for distribution as it can make scheduling and publishing posts a breeze. Content Marketing Institute also recently recommended automation for proofreading and data and analytics.
Planning too far in advance
Documented strategies are great, but plans that are set in stone for the year ahead can hamper your ability to be flexible and reactive to new trends and topics. Rather than setting out a content schedule for a full calendar year or long-term period, just plan for the next two to three months. You should review your options on at least a bi-weekly basis after tapping into social trends and potential new keywords.
Not listening to social media
Social listening should be a pillar of your content research. Google recently said that brand mentions inform their own strategies, and you can derive significant value from keeping track of what customers, competitors, and other interested commentators are saying about your content and brand. As covered in the previous point, analyzing social should also feed into a planning process that is more reactive and scalable.
Not considering customer personas
You should have detailed profiles of the people who engage with your content and purchase the products and services you offer. These advanced buyer personas can be separated into the different phases of the sales cycle, such as top (awareness) and bottom (conversion). If you understand your customer’s journey, you can better tailor marketing materials for them.
