Common Mistakes Companies Make When Using Content Marketing
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5 Common Mistakes Companies Make When Using Content Marketing

Content Marketing is an innovative strategic marketing approach focused specifically on creating and publishing unique, valuable, and consistent content to draw and retain a clear, consistently defined audience and, ultimately, to drives profitable customer action.

Digital content can be considered the “in thing” in today’s marketing arena. As consumerism and the “I want it now” mindset sweep across every industry and marketplace, marketers must find creative and effective ways to engage and connect with today’s buyers and maintain solid business relationships for years to come. A content marketing strategy helps content reach its audience. learn more about Content Marketing at

A content marketing approach

A content marketing approach considers two primary sources to help distribute useful content.

  • The first is traditional marketing such as print and broadcast advertising.
  • The second is digital content marketing which includes social networking, blogs, podcasts, video, and other interactive content.

All sources have distinct advantages and drawbacks, but all are necessary for a complete marketing plan. Developing an integrated content marketing strategy will effectively reach targeted audiences and help your company establish a competitive advantage.

Common Mistakes Companies Make When Using Content Marketing

Key Performance Indicators (KPIs) –

Consumers judge a product or service based on several different criteria and determining one of the many key performance indicators (KPIs) is not always easy.

However, a company should attempt to consider the following five common KPI’s:

  • Cost per Action (CPA)
  • Time on Site (TOS)
  • Conversion to Action (CAA)
  • and Bounce Rate.

It is important to consider these key performance indicators when formulating a content marketing strategy.

While the cost per action and time on site are more directly linked to consumer behavior, conversion to action is often the result of marketing efforts and their effect on a company’s reputation.

Bounce Rate –

Bounce rate, however, is a more complex measurement that considers how often a visitor leaves a website without viewing or signing up for additional content. The combination of these two KPI’s provides the most accurate snapshot of a content marketing campaign’s success.

Branding –

In the world of content marketing, there is no substitute for branding. A well-designed brand can go a long way toward ensuring success in the digital age. Branding helps people identify with a company and allows companies to create a sense of trust.

The brand gives content marketers a way to differentiate themselves from their competition and allows consumers to develop a relationship based on trust.

How to Get Started –

Although content marketing is not considered a “traditional” advertising approach, it does involve traditional marketing principles. Creating a content marketing campaign requires careful consideration of each of the five KPIs.

It is important to understand that brands need to be built in a manner that will appeal to a specific audience. In addition, content needs to be created in a way that will get people engaged and want to share it with others.

Content marketers must carefully consider where their brand fits within the overall scheme of things before they begin work. While many brands get started by focusing on one particular content type, others start out by offering consumers plenty of options so they can build a consistent brand message.

What Is The Goal?

The goal of content marketing should be to build an audience who trusts that a brand can deliver what it promises. Consumers need to feel comfortable spending money with the content provider that they have come to respect and trust, which requires a clear understanding of the audience’s buying behavior.

Once a company has developed this understanding, it becomes easier to determine which strategy will best serve its needs.

How To Create Successful Channels

The key to content marketing success lies in the fact that marketers can build channels that appeal to as many potential buyers as possible. By using multiple channels, a marketer can increase the amount of content posted and track the results of each channel.

Ultimately, the goal of content marketing is to generate a large number of buyer leads while using the most efficient channel to do so. This strategy makes it possible for marketers to make the most of their content marketing budget while maximizing the return on investment.

What Are The Different Channels Marketers Can Choose From?

There are a variety of different channels, marketers can choose from to create content marketing campaigns. Some popular channels include video, podcast, blog, Facebook pages, YouTube, MySpace, and Twitter.

Each channel is designed to give brands new and existing customers something new to enjoy or connect with. As more businesses find value in content marketing, brands need to become active participants within their chosen channels to reap maximum benefits.