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Content marketing is a critical part of your online marketing strategies today. Unfortunately, it is easy to work hard and fail at the same time. I am going to breakdown four areas where I see businesses failing in content marketing and hope that you can avoid these failures in the future.
The infographics that really reach people often educate on a particular topic. Powerful IGs provide data and resources that people can use, and because they are useful the infographic is shared with others. You want to make sure your IG is useful now and will be useful in the future as well. Provide good information that can help others.
I see a lot of infographics with great titles, but the IG offers nothing. Why do I care about the flow of a company’s shipping department? Why do I care about steps of buying a TV that are so basic my nine year-old already knows it? An infographic should be able to educate multiple audiences at the same time and it should provide information people need to know.
Whether it is website content, press releases, white papers, PDFs or brochures, boring copy stinks and it is not readable. People are in a major hurry today to get things done and things that must be read are often skimmed. Skimming before reading is common so you need to provide a lot of information quickly. Here are a few things that must be done:
In every form of content marketing you must explain why. Why does the reader need what you are writing about? Whether it is a service, a product or educational information you are offering, you must explain why the reader needs it. Make them believe what you are saying and encourage them to take on action – buy a product, invest in a service or heed the advice you offer.
If there is no “why” there is no reason for someone to take an action.
You have to create trust if you are hoping someone will invest in your product, service or idea. People don’t invest time or money in anything unless trust is there. Make sure that creating trust is at the top of your priority list. You can start to create trust by:
Before you start any marketing campaigns make sure that supporting information for that campaign is already on the web, preferably made by you. You want the people that are doing research regarding your product, service or idea to find information about it on the web. This helps create trust and as I said before, people don’t invest time or money unless trust is there.
Mistakes are a part of learning. Mistakes help people determine what works and what doesn’t. You can’t expect to be perfect at something right away, but you can take some helpful hints from others and avoid some common issues that cause businesses to lose time and money. So keep these 4 things in mind: