Everything You Know About Content Marketing Is Wrong!

Yep — that’s right!

Take a step back and ask yourself if everything you know about content marketing is correct. Why, you ask? Because even though brands and marketing specialists are aware of the positives of content marketing, they are not tapping its full potential. Think again — are you?

While some businesses stop at just creating content, some marketers don’t re-work on activities that are clearly not working for them. Do you know that 50% of content strategies aren’t executed properly? So where exactly are the marketers of 2017 focusing on?

Just writing? Maybe. Here me out.

They go overboard creating content and use cases so much that they end up ignoring what the target market actually wants to read. I am sure you must have also over-promoted your content at some point. I know I have done that. But it’s vital to learn from those mistakes.

A successful content marketing plan always has a set storyline to help its audience understand what the product or service is about. Never realized the scope of content marketing was beyond just writing and posting on social media? Well, it is and so much more!

Here are five nifty tips to help you “correct” your content marketing strategy:

Because believe it or not, your prospective customers don’t want to know they belong to a group of 100 other people that share a similar taste. They want to be treated like royalty even before they have bought something from you!

Today, businesses are using consumer data to personalize their marketing campaigns and tailor their value propositions but the truth is they often miss out on being consumer-centric while creating their personalized strategy.

OK — for instance — I browse through a pizza emoji t-shirt on an eCommerce store. Now, that e-store sends me constant reminders (read: entices me with discount deals!) to come back and buy it. But if it does so while adding value to me I would definitely visit the website again and finish the purchase process.

But how can the eCommerce store create a value proposition? Through its messaging? Yes. It could be the tone or the use of specific words in the copy, the timing or simply giving me one solid reason why I should grab the offer!

When you are about to market a piece of content — ask yourself — “is it going to get ample visits, maximum downloads?”, “will my readers find it useful?”. If you’re unsure, then go back to rework it.

The thing is, every business can share tips and tricks in the form of a blog or social media post. But if you curate a downloadable checklist out of it — something that your readers can physically use — the brand recall value automatically goes up. You can then congratulate yourself for implementing a smart content marketing strategy!

Do an analysis of content pieces your target market has previously shown interest. Re-work on them. Add more value to them and employ a better way of communicating through new and improved designs and campaigns.

Even though it is vital for businesses to stand out for their fresh content, it is OK to cash in on the success of viral content to drive traffic. But do it, only if you can add some value!

Marketers should instead focus on getting authentic social influencers on board rather than just getting enamoured with number of followers. Tommy Hilfiger, a premium fashion and lifestyle brand, collaborated with supermodel Gigi Hadid last year to design a “see-now-buy-now” capsule collection for women.

Naturally, due to Gigi’s involvement, the brand witnessed a surge in website visits by 90%! The Gigi Hadid x Tommy Hilfiger campaign captured the attention of young women consumers across platforms — which the premium brand wasn’t able to before if it weren’t for Gigi.

The interaction with chatbots happens in a conversational Q&A format. If you have ever had a chat with a bot (and I am sure you have had), you will agree that it doesn’t always have an answer to all your questions. This is where a marketer’s job begins. This technique helps marketers dig deeper into the consumer’s psyche and create content around those unanswered questions.

Moreover, if you feed the bot with the right kind of content, it will engage the consumers better and faster. In an age where no one wants to invest time in seeking in-depth information, bots can serve high-quality and relevant content instantly.

When does your brand plan to invest a chatbot?

The concept of marketing through content is vast and at times overwhelming. It is easy to lose track of what you initially set out to achieve. Marketers must be practical when setting goals for themselves. They have to be strict about the platforms that are going to work for them, and ignore the ones that aren’t.

Also, if you liked the post, don’t forget to press ❤ at the end of it and share it in your circles. :)

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