This is the third blog in a 13-part series about the importance of content marketing for improving SEO, conversions, and brand awareness.
Content marketing can yield significant results when it comes to return on investment, organic search performance, and customer satisfaction with your business/brand. In our last post, we explained that companies with more blogs and written content have 434% more indexed pages on Google than companies that don’t blog. Additionally, over a billion videos are played on YouTube in a single day and infographics are shared nearly three times more than other types of content on social media.
If you believe that a time investment to create a content strategy is beneficial for your business, then make sure to avoid common pitfalls when it comes to content marketing. Here are three common mistakes when it comes to content marketing.
Creating content with minimal quality investment
A business may try to create simpler content without taking the time to make it as high-quality as possible. Content such as blogs that don’t have optimized components such as meta descriptions, h-tags, customized URLs, and relevant keywords may not perform that well. Lower-quality content may lead to lower organic search performance if posts and blogs are made haphazardly.
Additionally, other content pieces like infographics, videos, and similar visual assets may not lead to better ROI if they don’t catch the attention of your ideal consumers. All forms of content should thoughtfully address a person’s main pain points, how they can solve a problem, or entertain/educate further on a person’s interests.
Styling content that just focuses on the business’s interests
If a company’s blogs, videos, and/or social media posts are just promotional, then it’s content is not going to lead to many conversions or engaged online visitors.
Content should be tailored to initiate a conversation or get the potential customer thinking about a new idea or some issue they may have noticed. For the most part, the best type of content is creative when tailoring a message to the consumer. Quizzes, testimonials, blog posts, videos, interviews, and all types of pieces with a unique spin are more likely to be shared and viewed by online visitors.
Good original content sounds less like an advertisement and more like a friendly invitation to start a conversation. However, that doesn’t mean that your content should be 100% passive…
Forgetting to allow visitors to make an (informed) decision after viewing content
Even though most content should focus on the interests of a consumer you still should have a call-to-action on your content to keep your visitor engaged.
Call-to-actions such as “read more” or “learn more” can provide an opportunity for consumers to view other landing pages that have more direct conversion goals. Additionally, you can experiment and see if certain links, buttons, or forms help convert potential customers. A few subtle call-to-actions are likely to benefit your content ROI since 45% of all consumers that make a purchase have either read a blog or viewed similar content.
If you’re thinking of improving your content marketing efforts make sure to keep these three concerns at top of mind to increase the effectiveness of your content plan!