There’s no question that content marketing is essential for promoting any local business. In fact, nearly 50 percent of consumers check out 3-5 different pieces of content before even beginning the purchase process.
This means a budding entrepreneur who’s not using content marketing is only hurting themselves. As it turns out, though, making the following content marketing mistakes can be just as damaging.
1. Content for Content’s Sake
It’s important for businesses to consistently put out content. This keeps engagement high and lets consumers know that the company is an expert in its field. This doesn’t mean, however, that content should be created just for content’s sake.
In reality, every piece of content needs to be interesting, informative, useful or at least humorous. If a business is creating content that meets none of these needs – just to fill space – their engagement is likely to drop exponentially.
2. Forgetting Calls to Action
Some businesses do great with content until the last moment. They ensure the content is useful, focus more on the consumer than themselves and avoid pushing a sale too hard. Unfortunately, all of this is for nothing if a call to action is overlooked. There needs to be something at the end of every video, blog,
Unfortunately, all of this is for nothing if a call to action is overlooked. There needs to be something at the end of every video, blog, web page, and other pieces of content to urge people to take an action.
3. Neglecting Repurposed Content
Even if a business’s content marketing strategy seems flawless, they’re still messing up if they don’t create repurposed content. This is the content, such as a blog, that’s repurposed into another content type – such as a video. Not every piece of content should be repurposed, but if something performs well, it’s a mistake not to do so. Turn white papers into blogs, videos into articles, blog into infographics and anything else the mind can imagine.
Content marketing isn’t the easiest thing in the world, but it is one of the most necessary. Local business owners – whether seasoned or just starting out – will be doing themselves a favor if they manage to avoid these content marketing mistakes.