Only thirty percent of B2B marketers said their content strategies were effective, according to the Content Marketing Institute’s 2016 Benchmarks, Budgets and Trends report. Most ineffective marketing involves wasted efforts, which means wasted money. Here’s a quick breakdown of common mistakes that lose marketers time, customers and money.
The first mistake marketers make is using the wrong social networks for publishing content. It’s easy to get lost in the social media world, as we’re seeing an increasing number of options for social marketing. Fine-tune your marketing by understanding what each network is optimized for, as well as what the general demographics of the different social channels.
Even when marketers use the right networks, they often still make mistakes by publishing the wrong material. Social media should invite conversations. Marketing through traditional platforms like TV or print can be one-sided and successful, but effective social media marketing requires engagement.
The next mistake marketers make is choosing quantity over quality. Your customers aren’t looking for more content. Your customers are looking for quality content – and so are Google’s ranking algorithms. Take the time to market yourself to stand out from the crowd.
A third common mistake of aiming just for conversions, rather than influence, thought leadership and engagement. Content marketing is a long-term game, but many businesses market with the exclusive goal of conversions as if nothing else matters between marketing and ROI. This can lead to disappointing results and misguided strategies.
Take a look below for the full list of common mistakes marketers make, and be sure to check back every Monday for your weekly Content and Coffee.