Top 7 bad advice on how to fail a promotion, creating unique content.
1. Discard the strategy at all
Radically and forever. Scattered posts when you remember them – it’s too bad. According to Content Marketing Institute and MarketingProfs, 48% of the companies in B2B segment does so.
An alternate path. Make a content plan with daily and weekly breakdown. Before this you need to draw a generalized portrait of a representative of your target audience. A content plan should be part of the global marketing strategy of the company.
2. Post for publication
Just because I wanted/needed – suddenly work? Technically your job, you are in fact fulfilled.
An alternate path. To the brand strategy needs to be spelled out short-and long-term goal of the publication should meet one of them. Goals may vary: improving brand awareness, increasing sales, lead generation etc. in order to accomplish their goal, each publication should contain a specific call to action (CTA).
3. “It will do”
Time no one. To publish quality material? Pfft, during this time, you can do 7 normal (“normal”).
An alternate path. To achieve these goals, you need positive audience reaction to the content. So do not skimp on the time it is created. Whether he is able to “catch”? Whether there was it grammatical errors? Well-chosen illustrative material? Are there any diagrams and infographics that everyone loves?
4. Will focus on proven themes and ideas
Have you reviewed past publications, and realized that like your target audience. Why go out this way? Let’s publish only what is guaranteed to evoke a good response. Boredom? Never heard of it.
An alternate path. Include in the content plan of the experimental publication – and be sure to track their effectiveness using metrics. Divide the traffic and conduct tests with different types of headers, different content types, calls to action, timing. Make different series of emails for email distribution, and compare the conversion. The only way to find out what moves will appeal to your audience, and to avoid monotony.
5. We can do without SEO
Good material, and so will your reader. Miracles happen – you’ll be popular.
An alternate path. Obvious tip: pay attention to SEO-optimization. If you don’t see search engines, you will not see readers.
6. Nothing to measure: show “Intuition” on the air
True artists don’t need a metric. You know what should appeal to your audience.
An alternate path. Metrics Google and “Yandex”, statistics in social networks help to better understand the target audience, to improve the strategy and the quality of publications and faster to achieve your goals.
7. Discard distribution
Here everything is the same just like with SEO: why distribute created content? He will find those who will be interested.
An alternate path. Select several sites which will publish the material. Each channel can serve their purpose: from lead generation to increase brand awareness. For promotion are equally important both organic and paid channels to determine their effectiveness will help Analytics tools.