Since social media has been on the triumphal march, so-called content marketing has played a major role within online marketing. But some companies still need to learn what content marketing is all about. We will introduce you to the most common mistakes you can make in content marketing and explain what content marketing is. First of all: Your customers don’t want advertising, but content with added value.
Mistake 1: Content marketing is not product advertising
This mistake happens above all to companies that are not settled in the world of social media yet and do not understand what users want to see and click. Nobody wants to spend their time watching commercials or reading copies, and that’s why obvious ads aren’t clicked. Instead, users expect a video on YouTube, a post on Instagram or a blog article to add value. Be it entertainment or interesting facts – the content must be in the foreground and the actual product advertising must only flow subtly into the content.
Mistake 2: Content means content
To ensure that the user is actually offered added value, it is very important that content is not created just for the content’s sake. As the name suggests, content should convey content. So, if you set up an upload plan, you should ensure that there is enough content to fill a post office every week, for example. Users notice immediately if the content is only a means to an end and will not click on the empty “content” again.
Mistake 3: Content marketing also needs a strategy
Perhaps because social media is still such a new medium, some companies believe that content marketing doesn’t have to be a serious strategy behind the posts. If you just post what crosses your way, you won’t be successful with content marketing. Just as with more classical marketing methods, it is indispensable to establish a detailed strategy for content marketing. It must be clear which target group is involved, which content makes sense on which platforms and which influencers could fit the target group.
Mistake 4: Social media is also work
Social media is often dismissed as a playground where no real work can take place. But anyone who has ever planned and executed a successful strategy for content marketing knows better. The development of the strategy, the planning and implementation of the content and the associated monitoring are of course a lot of work. A job that absolutely must be planned in, but which can be very worthwhile in times of social media hype.
Mistake 5: The potential must be exploited
As far as monitoring is concerned, we have already reached the next mistake that many companies make. It’s not enough to produce content, upload it and then not waste another thought on it. Monitoring means that the content will continue to be monitored. Which contents are particularly well received and what is not clicked? Only those who react to the taste of the users can really be successful in content marketing. Some companies waste potential by not sufficiently linking to their product. It is not primarily about advertising, but if a user is interested in the product behind the content, then they must have the opportunity with one click to inform himself further and to buy. After all, in times of social media, more effort is no longer accepted.
Mistake 6: Social media is not a legal vacuum
Anyone who posts on the Internet must abide by the same laws as in the classic media. Images and music may only be used if you have the rights to them. If you are on your first try at content marketing, you should allow enough time to familiarize yourself with the legal situation. Or one turns immediately to a marketing partner for whom content marketing is no longer a new world.
Matching the content marketing: Our colleagues from Seokratie GmbH have prepared the topic in a YouTube video.