An online marketer’s attitude is just as important as his or her professional skills. More often than not, no matter how proficient a business blogger is, things will not start rolling into positive results unless certain behavioral lapses are not addressed.
So what are these unproductive habits that need to be brought to a halt?
Amanda Nelson, Content Marketing Manager at Salesforce, lists down several no-no’s in lead generation through content marketing:
Blogging for the Sake of Blogging
You may experience pressure to create or update your company blog, but if you don’t have a plan and goal around it, the effort is a waste. Before you even start typing, know your goals, audience and schedule so your blog is frequently updated with on-topic, relevant content. If you can’t commit to that, don’t blog at all.
Running on Your Own Schedule
Work with your entire marketing department, sales, PR, etc. to understand the big events, product launches, campaigns and other initiatives happening for the year, the quarter and the month so your content can be directly tied in. This will also help you create a content calendar and schedule.
Forgetting to Triple-Check Your Work
No matter how great the content, if you have typos, the credibility is gone. After all, when’s the last time you shared an article riddled with errors? Don’t just double-check your work, triple-check it. Make it a top priority. Get an extra set of eyes on your content or hire a dedicated proofreader.
Always Be Closing
The traditional ABCs of sales do not apply to content marketing. Sure, you want your content and work to drive revenue (and if you do it right, it will), but pushing your audience toward a sale is not the right approach in this type of marketing. Solve your audience’s business problems with helpful, relevant, non-product-related content, and they’ll keep coming back for more.
Launching and Then Moving On
Oftentimes, after a piece of content goes live we wipe our hands and move onto the next project. This is a huge mistake. Ensure the campaign not only has a big push at the beginning, but has support throughout the year. For instance, launch those supporting content pieces weeks or months later. The long-tail effect of that content may be greater than the initial splash.
Set It and Forget It
Let’s say you do that big launch and you automate your promotional efforts around your content. Good job, but don’t forget that your eyeballs are still crucial in the process. Oftentimes, we launch a campaign and let it ride. But the beauty of social media and big data is the ability to see your results live and in real time. Check the data and feedback around your content every morning and optimize based on your findings.
Read the full article at: How to Fail at Content Marketing