In terms of editorial content creation and digital content marketing, we give the floor to experts such as wordpress coupon plugin or woocommerce name your price on the state of the art which regularly gives us authoritative opinions in the field. With the explosion of new technologies, marketing automation platforms, companies must today redouble their efforts and techniques to retain their audience and find new customers. Among them, web content, the cornerstone of marketing, seems to have imposed itself. We must start from the bottom, so here we present the errors to avoid when creating content.
Not having precisely defined your market position
It’s impossible to create effective web content without having precisely defined your market positioning, your mission, your unique selling proposition (USP), your competitive advantages, your values … This will allow you to give a guideline and select the most relevant issues while affirming your positioning, your identity. The objectives you have set when positioning the market must be measurable. When it comes to online marketing, many measurement tools are available. It’s up to you to define precise KPIs that need to be improved over time (increase in conversion rate, lead generation, click generation). Which will enable you to accurately measure your results. Setting these goals upstream is essential, as is tracking a defined path throughout the planning process.
Use the same format for all your content creatives
At the time of today, everything is going very fast, everything is volatile. And to keep the interest of your users, it is necessary to vary the types of content, otherwise, they will tire quickly. Everyone does not consume information in the same way. Vary the format and style of writing according to your target some like short and synthetic articles, others prefer long articles that go to the end of things, others prefer to watch videos … Sometimes, the simple act of changing the format or even the style of writing can do the whole thing. difference. Premium content may also allow you to collect a visitor’s contact information in exchange for downloading.
Submit the same content in different formats
You can also offer the same editorial content in different forms to please the greatest number. The possibilities are so numerous (short article, long, case study, computer graphics, video, webinar, podcast …) that it would be a shame to deprive you of it. Moreover, for nothing to hide, this point has become the priority of our digital agency.
Videos, infographics and webinars: the big web trends of 2019
Apart from articles and blog posts, video content has become a popular means of transmitting information to Internet users. It is a format that is suitable for both a website and a blog, or on social networks. Similarly, the infographic allows approaching a subject in a very graphic way, ideal for the case studies or the results of investigation.
Finally, B2B companies are currently more and more numerous to make webinars. This is a format that allows the company and its customers to interact directly. Bet only on the digital Digital is today a great lever of business. It’s undeniable. But traditional marketing is not to be forgotten either. A content strategy is not limited to digital-only.
It must be available on all your traditional communication media such as your business cards, your brochures, your kakemonos…
Everything that can lead to your organization in fact. Remember the “rule of seven”! Content marketing is still inspired by so-called “secular” marketing. Among the lessons to remember, there is the famous rule of seven which states that a target only becomes aware of an offer if it has been confronted at least seven times. Thus, you must ensure that your content is seen more than once by your prospects and to do this, you must use the different channels available to you.
Do not create innovative web content
The possibilities of innovation with digital are endless. The goal of a content marketing strategy is to value the company’s know-how, to cultivate its difference…
So not to tire your audience, you have to innovate, test new things, new formats, be original, at the risk of some failures. But it does not matter, it is only in this way that you can increase the performance of your content strategy.
Moreover, keep in mind that you can not please everyone: you have a clear web editorial line, you have to be faithful. Do not be afraid to express a different opinion of everything that can be read on the web and bring a new vision.
In order to create something new, you need to keep abreast of what has already been done, hence the importance of competitive analysis. Not only does it allow you to make an inventory of topics and topics that have already been covered, but it can also provide you with lessons on the causes of success or failures of others. Competitive analysis can give you insights into the formats used by your competitors, the preferred communication channels and the applied content marketing strategy.
You get a lot of information on the market situation and you can identify which niche sector can be interesting to exploit, especially with topical themes and unique formats that will allow you to stand out from the crowd.
Do not promote enough your web content
If you just broadcast your publications on social networks, until they become viral, all without any effort, you are wrong. In my opinion, you have to spend as much time promoting your content web to create it.
Post your content on different platforms
To ensure the dissemination of your content, you must search for innovative ways, disseminate them by email, why not boost them with a few ads, get closer to influencers in your sector, find ways to integrate your fans and your customers in your content marketing strategy in order to strengthen the reputation of your structure and generate new prospects, likely to be transformed into customers.
Impose yourself as an expert in your field
It is, in fact, to develop a real communication strategy around your content, to make them known to the greatest number. The ideal would be to federate a true community around your site, to put your place of expert in your field. This is one of the strengths of social networks, which have a shared feature that allows you to spread your publications beyond your core community. A boon in terms of virality.
Do writing for Google rather than for your audience!
For your content marketing to work, you have to write for your audience and not for the search engines. This is one of the most common mistakes.
Write content that addresses the issues of your personas
To propose relevant content, it is therefore essential to know your targets: who are they? what problems do they encounter? What are they looking for? Etc.
During the writing process, you must “forget” that you are writing for the web, your goal is first that your target exclaims: “That’s exactly what was looking for!” after reading it. Hence the importance of asking the right questions when drafting your editorial charter.
Only after answering these questions will you be able to create interesting and engaging content. If you need help for your personas, do not hesitate to download our complete Personas Kit!
Combine SEO and content marketing
Then, and only after meeting the needs of the latter, it will be necessary to think of combining SEO and content marketing, by inserting for example your keywords or your long term requests in titles, subtitles, paragraphs …
In any case, you should over-optimize your content, otherwise make your texts difficult to read, to harm the user experience and penalize you by Google. SEO is a very important part of your editorial strategy but it should not take precedence over the quality of your productions. It is important, however, to keep abreast of the latest trends in SEO and to gain the knowledge to use your techniques wisely.
Quality must always be a priority when writing and this is the reason why many organizations opt for the outsourcing of web writing in an agency or by an external service provider. It is indeed a solution that allows you to entrust the creation of content to real experts.
Do not update your web content after uploading
If you believe that your work is finished after the posting of your article, your video, your computer graphics … you are mistaken. You have only done half the way. And it is not because your article has not been shared a hundred times during its broadcast that it is necessarily bad. No, there are several reasons for this: your content has not been optimized for SEO (think SEO!), The format chosen was not suitable, you have not promoted enough … Do not jump to conclusions!
Improve your content over time
This is why you must regularly update your content, recycle some (images, links, data …) to give them a second life. And then, analyze. If they are still not working, try to understand the reasons for the failure. You also need to optimize their SEO to increase your chances of being found online by your potential customers.
Set up an editorial calendar
Just as you have made an editorial calendar, it is important to establish a broadcast schedule for each content you publish. Where will you broadcast them? Via which platform? How? Etc. In this way, you will increase the life of your content and improve your visibility.
The editorial calendar should serve as a guide for writing and creating your content but also in their dissemination. Thus, you will have a schedule on which you can base for the update of your communication activities, according to the targets and over a given period. The editorial calendar must provide a solution to each of your issues in a timely manner.
Write on trendy topics without bringing a fresh look
Certainly, it may be interesting to surf the hot topics to feed your blog or your website. But provided you bring something new and do not repeat again and again the same thing, otherwise, you bring no added value and nothing distinguishes you from hundreds of articles already written on the subject.
If you realized that a theme was very interesting to treat but that it has already been discussed hundreds of times, you can resume it but giving your point of view, from a different angle. Be original.
Do not spend enough budgets on your content marketing strategy
A content strategy, it has a price! Finally, it should be considered as an investment. An investment that can be very profitable elsewhere. Provided you allocate enough resources (human and financial) … In line with your business objectives.
According to a 2017 report from the Content Marketing Institute, 29% of companies’ marketing budgets are devoted to content marketing and 39% of marketing professionals say their budget will increase the year after. Content marketing has a bright future ahead of him …
If you do not do it, your competitors will take care of it. You choose. If it is correctly done, the objectives have been set, it is fully integrated into the overall strategy of the company, the content marketing is a great way to strengthen your reputation, acquire new qualified prospects and therefore to increase your turnover.
If you want to know more and see the way to content marketing, I invite you to download our guide below or contact us today.
Junaid Ali Qureshi is an ecommerce entrepreneur with a passion for emerging tech marketing and ecommerce development. Some of his current ventures include Progos Tech (an Woocommerce mix and match), Elabelz.com , Titan Tech and Smart Marketing .