Marketing has been transformed little by little in each era with technological advances. At first, it was limited to placing advertisements in the media (press, radio and television) and in transit areas in the form of posters. The arrival of the Internet was what really revolutionized the world of advertising and corporate communication. The possibility of interacting directly with brands means that consumers begin to be pampered to gain their trust. And how do you earn someone’s trust? You talk to him about yourself, what you do and what you can contribute. That’s what we call today: content marketing.
In the Internet era, it is the customer who seeks information about products and brands. It is essential to be present online, and among so much competition you have to know how to stand out. On the web, the human treatment that exists in physical stores is lost, which is why users must be offered another type of communication. Creating a content blog on the same page where your brand sells its products has become a necessity. This is an added value that attracts customers and improves the company’s image. But only, of course, if it is done well. That’s why today we are going to teach you what NOT to do in content marketing.
Mistakes to avoid in content marketing
1. Not giving it the attention it deserves.
In many cases, those responsible for creating or managing content on the web are not experts on the subject. In this way, it is not given the importance it should be. Hence the need to have qualified personnel (journalists, publicists…) who are up to date with Internet communication trends and who know how to add value to the content. It’s not about filling in gaps, but about generating quality spaces on the page. It is a complicated task that requires dedication and many companies choose to hire the services of communication agencies.
2. Do not set a strategy.
In an advertising campaign the objective of the campaign is always defined, to whom it is directed, where and how it will be carried out… Well, in content marketing the same thing happens. It is necessary to define the target audience, know our audience, which may not be the same one that visits us in the physical store. You must also establish a publication calendar and some topics to be addressed, at a minimum. In addition to agreeing on a communication code in accordance with the brand and the intention of the content. Writing to inform is not the same as writing to sell. But if we talk about large companies, the task is even more complicated, since work teams must be organized and guidelines established for each one.
3. Advertising before content.
Consumers are becoming more and more informed about what interests them and, above all, what they intend to buy. They don’t want to feel like they are wasting their money, and the Internet offers the possibility of comparing services and opinions among millions of websites. A video in which a product is simply presented is no longer valid, we must generate valuable content, which makes the difference with the competition and why the user decides to buy from us. And be careful with texts in which the consumer is bombarded with details of the company’s services. Although the final objective of the content is to sell, you have to know how to communicate so that the user does not feel that they are reading an advertisement, but rather useful information.
4. Publish the contents and that’s it.
Content marketing does not end when a post is published. That’s just the beginning. What’s the point of generating content if no one is going to see it? Here more channels come into play such as social networks, mailing or newsletters. Spreading the content as much as possible is the key to this type of marketing. And it is a part that is usually forgotten, especially for beginners in the network of networks. Social networks are an essential tool for any brand today, no matter how small. And email continues to be one of the keys to engaging users.
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