In the digital age, marketing has changed dramatically. In fact, it just got a lot easier – and it might not be a good thing for businesses. Marketers today have more opportunities than ever to get it right, but also more ways to mess up their campaigns. With so many new channels and tools available, companies are competing with each other as well as the giants of Silicon Valley for customer attention. And those who don’t keep up could find themselves left behind in this rapidly changing landscape… or worse yet – extinct!
Any business that wants to stay relevant in today’s era needs to move beyond Facebook, Twitter, and Instagram ads. Done well, content marketing can generate not only brand awareness, but also tangible actions like purchases or downloads. The right mix of tactics can help you achieve your business goals while creating an engaging user experience, but doing everything wrong could have the opposite effect.
So how can businesses avoid disabling users and keep them coming back for more? Here are three things you should never do when creating a content marketing campaign:
1) Play it safe! Content is no longer king, it’s queen. Don’t create bland articles that lack voice or style. Embrace your personality and show it in everything you do. If you are a big brand this can seem daunting, but don’t let that stop you!
2) Stay on the message! No one likes a spammer. Make sure you keep your content relevant and on topic, otherwise it could backfire!
3) Think twice about ads masquerading as articles. You’ve probably seen companies use this tactic before. It is one of the most overused and annoying deceptions in the industry. A reader may click on a link while waiting for a useful article and be inundated with a wall of sponsored posts.
We’ve seen these mistakes happen so many times that it’s hard to count them! But now the good news is… Content marketing market research reports indicate that companies are now focusing on how to overcome challenges and stand out in the industry. Here are the takeaways from the report.
1) It takes more than just a blog. Content is everywhere these days – it’s found on websites, social media feeds, and even TV commercials! This means businesses need a smart strategy to help them figure out all the noise.
2) Businesses go beyond content creation and also focus on curation. By finding, creating and sharing great content on various channels, including domains approved by Google News, they are able to attract users who would otherwise have ignored their posts. When it comes to social media, that means paying attention to trends and sharing the best posts.
3) Gamification has become a popular trend to help businesses motivate their customers and create more meaningful experiences for them. It might sound intimidating, but it’s actually a lot simpler than it looks! For example, you can use points or badges as incentives to encourage participation and reward customer loyalty. It’s not just for big brands either. Small businesses are also jumping into the action, which means this trend isn’t going anywhere anytime soon.
4) Creating consistency has never been more important to marketers. With so many channels to promote, it can be difficult to make sure everything looks nice and enjoyable, but without consistency, your marketing message might seem disjointed.
5) Businesses are turning to the power of storytelling to build brand awareness and connect with customers on an emotional level. It may sound like a lot of work, but it doesn’t have to be! For example, you can share videos featuring real people, use customer testimonials, or incorporate high quality images and compelling text.