Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
21 Reasons Why Your Content Marketing Strategy May Be Headed for Trouble
Posted on October 14th 2012
The role and value of content marketing has dramatically changed in just the past year. Many business owners are still trying to get their heads around an effective social media strategy; now they have to also think about becoming publishers and content marketers.
Why? The digital media convergence of social, search and content. If social and search are peanut butter and jelly - content is the bread that makes the sandwich.
The problem is, while most businesses and companies realize the importance of content marketing and are attempting to engage in it (recent studies suggest 80-90%) many don't understand it and are making critical mistakes that could undermine their efforts.
Below, I've put together a list of 21 reasons why your content marketing strategy may be headed for trouble.
- Your current content marketing plan is that you have no plan
- You publish a random assortment of articles, videos, infograhics, etc that don't come together as part of a larger story or message.
- Newsletters, social media posts and other communications are unpredictable - not scheduled or consistent
- Your website, social media, press releases, newsletters and email are all handled separately and not tailored to specific channels around a unified, targeted message.
- Your published content is "salesy"
- Marketing, PR, Product and Customer Service departments within your organization don't meet on a regular basis to discuss and optimize a content plan and calendar
- Your content always ends with a period. There are no next steps or paths to take the reader deeper into your content or message
- You treat content marketing like a marketing campaign not like a communication channel
- You don't respond to comments and questions posted to your published content
- You write about your company's experts and expertise rather than sharing it
- Your content is not personalized, building a relationship with the reader
- You're not monitoring your competitors. Caution: don't ever copy what they're doing but definitely watch it and take away key learnings.
- You create and publish awesome, amazing content - but you have no strategy for targeting, sharing and promoting it to your audience
- You cannot succinctly describe the make-up of your target or niche audience
- You finally "nail it" with a viral piece of content - maybe an infographic or video however; a few people are saying negative things about it. You respond by disabling the comments and deleting each of the negative comments
- Your content is just that ... content. It doesn't move anyone to take action or engage. In other words, there is no value in what you're publishing
- You publish content without Search Engine Optimization (SEO) being a part of the over-arching strategy
- You don't track and measure the activity and performance around your published content.
- You haven't set any defining goals or objectives. Lacking specific goals and objectives will send you down the wrong path every time. Each social platform and type of published content should have clear goals and objectives (fans, followers, shares, downloads, etc)
- You believe that content marketing competes with your other tactics rather than supports and compliments them
- You talk about things that are important to your company and that you care about - not what your audience thinks is important, or cares about