Success often comes after failure, and failure, and failure. While learning from other companies content marketing mistakes won't prevent all your business failures it will most certainly make the road we so often travel less bumpy.
We all remember such epic bombs as Malaysia Airlines trying to recover from two horrible disasters. Neil Patel put it best when he reminds us, "Back in 2014, Malaysia Airlines was having a tough time, dealing with the tragedies of two flight disasters. However, that didn’t stop the company from running an Australia/NZ content contest – although it really should have.
The contest centered on people sending in their “bucket lists” for free electronic prizes. Bucket lists are, of course, something that you create when you’re getting ready to die, and the allusion was unavoidable."
Let's not be like these guys!
Creating tons of content just to drive traffic to your site.
So you are aware that the more content you have on your site the more traffic it gets. Great! You've been busting your butt to write post after post and the clicks are increasing. So why hasn't your level of quality leads changed?
You forgot about the most important thing, value. If you are not providing value and remarkable content to your buyer personas then what's the point? All you have accomplished is creating a bunch of posts that no one that is interested in your product wants to read. Way to go!
Take a deep breath, it was not all a waste. Analyze your posts and see which posts had the most engagement and what kind of value they provided to your target audience. Now start from this new point and get it right.
You didn't research keywords & do SEO best practices.
There are 6 BILLION searches on Google every day, and that number continues to grow. SEO can bring strong, relevant traffic to your content and your business. That is why it is so important to be building content that adds fuel to your top keywords.
Your potential clients/customers are out there searching for answers every day and if you have captured their search terms through your keyword research then you have the best chance at bringing them into your funnel.
You did nothing to boost your content.
Are you hearing crickets on your website? It's time to make an investment in your hard work. Let people know about the valuable and remarkable content you created. There are a few avenues you may explore:
- Social media boost
- Social media ads
- Email lead nurturing
- PPC (pay per click advertising)
- 1-on-1, networking, face-to-face
For best results, it is imperative you know where your target audience is and you are engaging with them in an appropriate manner for the channel they are using. For example, if you are targeting commercial insurance agencies, you would want to be engaging on LinkedIn opposed to Instagram.
Facebook allows you to create a very targeted audience in their Ads Manager. Play around with different audiences and see which give you the best results. Learn more about Facebook.
You threw in the towel too soon.
Content marketing success takes patience. It usually is 3 months of consistent, quality work until you even begin to see an uptick in traffic and leads. The people you see hitting it out of the park online with their content have put in years of blood, sweat, and tears.
Keep realistic expectations for the pace of content marketing and try to be more like the turtle and not the hare. Remind your superiors of the time it takes and the objectives of your content marketing. Your content marketing is nurturing leads into a higher point on the funnel and bringing them on down to sales.
Keep your nose to the grindstone and your eye on the prize and it will pay off in the end.