MISTAKE: Telling Your Customers What You Want To Tell Them
As a sales and marketing professional, it is easy to get into the mindset that you know what your customers want. You know the product that you are selling and you know why it is better than your competitors’ products. But is that what your customers want to hear? Oftentimes, we don’t realize what our customers actually want to know about our products and we give them information that they are just not interested in.
To fix this problem, the first thing you need to do is have a thorough understanding of your customer personas—learn who your customer is, how they think and how they go through their buying process. Then when you are thinking about creating your next piece of content, ask yourself, “Would my customer want to read/watch/consume this? Do they care about what I am saying through this content? Am I saying this in a way that they want to hear it?” If you answer no to any of these questions, it’s probably time to rethink that piece of content.
We put together a worksheet that will help you keep your content aligned with what your customers want to hear. It’s a tool we use ourselves when we are unsure as to whether or not a certain piece of content will resonate with our target audience. Click below to download this free resource.
MISTAKE: Putting Too Much Information Into Your Content
This mistake is especially common among marketers who are creating content for the first time, or creating an important piece of content that they want to use for a variety of purposes. Relating back to our previous mistake, we as marketers tend to want to tell our customers what we want them to hear and that tends to be more information than our prospects want to know.
When companies are creating a key piece of content, such as a brand spot or an explainer video, they tend to want to cram as many details as they can into their piece of content. But overloading your prospects with information is just as bad as giving them no information at all because excessive information is easily forgotten. A great piece of content is creative and informative, and, as a result, will be memorable, comprehensible and compel viewers to seek more information.
MISTAKE: Showing The Wrong Content At The Wrong Time
This mistake is very common among marketing teams who are new to content marketing, or do not have a large library of content to pull from. Oftentimes when an organization creates their first piece of content they want to show it to everyone: prospects at the top of the funnel, middle of the funnel, and bottom of funnel. But each of these prospects are looking for very different things from your company and therefore need different types of content served to them.
When creating your content strategy, ensure that it is aligned with your buyer’s journey. Think about what questions your buyers ask, and from there you should be able to figure out how many different ‘buckets’ of content you need for the different stages. Sometimes a piece of content can be repurposed for multiple stages, however, be careful that your content is not so similar that your prospect notices that they are viewing different variations of the same piece of content multiple times throughout their journey.
MYTH: Content That Doesn’t Lead Directly To Sale = Failure
Content marketing is not always fast. Depending on where a piece of content is used, it may not ever lead to a direct sale. Content is one of the most difficult types of marketing to track because it is often content plus other marketing activities, or multiple pieces of content that will compel a prospect to buy your product or reach out to your sales team.
However, that is not to say that you should be creating content and not tracking any metrics along with it. If your organization uses marketing automation software such as Marketo or Salesforce Pardot, you can easily track a lead’s journey including what content they are consuming. Even free services like Google Analytics can help you track Behaviour on your website. If you notice that after viewing content such as a blog post, viewers are consistently staying on the site and going to purchase pages or filling in forms to contact you, that is a good sign that your content is contributing to your sales.
Metrics that can also help you track the success of your content marketing are signups and content downloads.
MYTH: Anyone Can Create Content
This is a tricky one. Because of the powerful and easy to use tools we have available to us through smartphones and our laptops, the answer is technically yes, anyone can create content. However, you have to ask yourself: do you have the right person creating content?
And this is a difficult question to answer. Depending on the skill set of your current marketing team, certain pieces of content are worth outsourcing, whereas others may make sense to do in house. Typically, two signs that a piece of content should be outsourced are when you are unhappy with the quality of content that your team is putting out or your team is struggling to balance creating content with all of their other responsibilities.
MYTH: Quantity > Quality
We have a saying here at Media One Creative: ‘is it Media One Enough’. In other words, are we proud of the work that we are putting out? And if the answer is no, then we keep working on it until it is ‘Media One Enough’. While it is always tempting to push a piece of content out just for the sake of pushing content out, we as marketers always have to keep in mind that everything we put out is an equal representation of our brand. Your brand is only as strong as the worst piece of content you put out.
If you are struggling with producing quality content, it may be worth consulting with an external agency on your content. This would help you determine where your content issues are. Perhaps your team is fully capable of creating content, but do not know where to start. Maybe they are focused on creating the wrong type of content and, therefore, are struggling to create something more difficult than they actually need.
Feeling inspired to create some content? Our team of experts would love to chat with you about your content goals and how we could work together to achieve them. To schedule a consultation with one of our experts, click below.