One of the main objectives of content marketing is to bring benefits to the business. It can be increasing sales or attracting more clients. Small and big companies usually have a content marketer, who functions both as a copywriter and content researcher at the same time. He/she takes care of “content of the content”. The marketing part, actually, is to bring benefits to the business. If the content marketer is not a professional or neglects the main objective, the content of any website will not achieve the main goal.
Surely, in order to reach the goal and provide relevant texts, research should be conducted. It should be noted that research must be extensive, sometimes including even research on insider’s information of other companies. Only after the research is conducted, proper strategy on content can be developed. However, there are still some pitfalls that can slow the progress down.
1. Not Knowing Who The Reader Is
The absence of analytics leads to the non-objective evaluation of efficiency. It is important to define the target audience and work to reach this audience, otherwise, final goal will be failed. It is recommended to attach UTM code to social media publications, e-mails or promo posts to receive required information. UTM code is just a small part of the link that gathers web-analytics and shows where website visitors come from.
2. SEO Ignorance
Content marketing is all about information and it is impossible to neglect the fact that any text should be easily found in Google. That means that it should correspond to specific parameters and criteria to make it “visible” for Google or any other searching website. It doesn’t really matter whether you add meta-tags, user-friendly URL, alt-tags on images or relevant keywords. What is important is that all these help to make the text findable. If you are not working on making your text and its content findable, you will lose while your competitors make progress in SEO.
What you should know about SEO:
- Using keywords is also immensely important. Keywords allow people to find your website quickly. Using keywords does not mean using the same phrase 50 times. There are always several variations. It makes the text more “natural” and not cluttered.
- Re-write is not a crime but it should be professional. Professional re-write will keep the uniqueness of the text at the level of 80-100%.
3. The Reader Does Not Become The Buyer
A content marketer has to find a balance between being customer friendly and business oriented. If the text is a complete advertisement or, on the contrary, does not motivate the reader to buy or do something, it is a failure anyway. The content marketer has to consider the aforementioned issues to get the job done properly. A content marketer is holding responsibility for:
- The efficiency of text, which means eye-catching headings and corresponding information.
- Taking actions, which is all about measurable criteria, like CPA, CPC, etc.
- Creating a user-friendly website with information findable on the Internet.
- Quality and popularity of materials. They must be recognisable.
- Customer involvement. This point is not a quantitative criterion for money making, it refers to recognisability and attitude together with brand trust image.
A content marketer is a creative position. Be open and flexible to requirements and needs of both market and clients. Do not be afraid of experiments since they give space for progress and improvement, but always remember basic rules of SEO.