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In content marketing, everything revolves around first -class content.But there are some stumbling blocks on the way there.We will show you 11 beginner errors that you should avoid to be able to create top content.
The creation of content is far from easy.At least not when marketers want to create first -class content.On the one hand, this refers to the information of the content.On the other hand on their visibility and performance in target groups.Many contributions therefore deal with what companies should do to create good content.We viewed the topic from a different perspective: What should companies not do so that their content is successful.Our contribution introduces you to 11 beginner errors in content marketing that you should avoid.At the same time, we will give you tips on how you can handle these stumbling blocks.
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1 The content marketing process is not defined
2 The content is produced without a clear goal
3 The content does not address any specifics
4 The content is poorly written or picked up badly
5 Der Content ist nicht oder nur schlecht für Google & Co.optimized
6 The content is not published regularly
7 The content is created channel -centered
7.1 Digital Experience Platform
8 The content creation takes place without agreements in the team
9 The files for content production are not stored centrally
10 The content seeding is neglected
11 There is no monitoring of the content performance
12 Conclusion in the content of the content - mistakes are there to learn from it
The content marketing process is not defined
Get started without a plan for usually unsatisfactory results.If the content marketing process is not defined, your marketing team and other participants cannot identify relevant content in a structured manner.The content marketing process is about clearly setting up the individual phases of content finding and implementing: What happens when?Who is involved in what phase?What is the goal of the individual phase.If a detailed content marketing process is missing, the orientation is missing, as it were. Denn innerhalb des Prozesses erfolgen alle Schritte des Content Marketing – von der Zielgruppenanalyse über die Distribution des Contents auf dem Blog, Social Media Kanälen wie Facebook, Twitter & Co.To the evaluation and constant optimization of the content.
The content marketing process is the first starting point to create successful content.We therefore present the 8 phases of the content marketing process in detail in a further contribution.
The content is produced without a clear goal
What do I want to achieve with my content?You should definitely answer this question.Because their content marketing goals decisively decide on the content and form of the content.On the goals you should build a specific content strategy.Do you want to generate for the Sales team with your content leads?Or simply entertain your target group to create more touchpoints (customer contact points)?In the first case, for example, blog posts are suitable on your website, for example to offer checklists for download.In the second case, you may offer your (potential) customers a video or a podcast.
Only if you follow a specific strategy can you create content that will continue to you and your business.In addition, content produced can only be assessed if you have a yardstick.Ultimately, this will provide you with your strategy.In the case of lead generation, you can rate the number of leads obtained as a key performance indicator (KPI) in content marketing.
The content does not address any specifics
It sounds banal.Nevertheless, a lack of target group analysis is one of the main reasons that content is poorly accepted and the hoped -for benefits fail to.The development of personas helps you to recognize and meet your target group needs.And not just through the topics themselves, but also their shape.The target group analysis should not only include the demographic features that are common in marketing.Rather, it is about taking into account the user Intent in the target group analysis: What is the user looking for and why?Take a look at the user habits: Are your target group more for videos for a specific topic or would you prefer for text content?
An example: the assembly instructions of a piece of furniture.A text is not very expedient here and is hardly expected by customers.On the other hand, a video that shows the structure of the piece of furniture step by step shows content that meets the need of the target group.You will find out in practical ways how to build your furniture.
What is a successful target group analysis?We show you what to look for in detail in your target group analysis and how to get the correct data.Read our post.
The content is poorly written or taken out badly
Especially those who have already used large text exchanges during the content production will have experienced one or the other disappointment.If not - lucky.Good content pieces can be found on text exchanges, but also a lot of text without meaning and mind.The research performance is as well as the wording growth.This is exactly the problem if you have content created: it can be well, but also poorly written.In the case of videos and podcasts, there is a lack of linguistic and optical and technical quality.And if content was poorly written or taken away, their users switch off.You leave the website, the blog and other platforms.
So take a close look at the choice of authors and editors and can be given work samples from relevant areas.For example for product texts or specialist articles.Good authors and editors know how to.Hearing and spectators enthusiastic and know tricks so that their content stands out from mass productions.Also check the structure and error rate for work samples: each content piece should be well thought out and of course neither spelling mistakes in texts, nor have cutings in videos and podcasts.And what about the specialist knowledge?A look at the source transparency shows you whether authors and editors are doing well.If necessary, authors and editors have collected knowledge in various specialist areas that they have incorporated into their research and the finished content.
Der Content ist nicht oder nur schlecht für Google & Co.optimized
When you create content, the most interesting topic, well -tailored to your target group, does not help if the content is not found.One of the most explosive beginners' errors is therefore the creation of content without taking into account search engine optimization (SEO).It is neither helpful to overhaul texts with keywords.However, they should not completely do without them.The art lies in finding the right keyword to which you will align the optimization of your content.Thorough keyword research helps you to find suitable keywords from a SEO point of view.
Source: Pixabay
Are you looking for tools for your keyword research?We have an overview of free keyword research tools and differentiate between different SEO content tools.
If a main keyword is found for a text or description of a video/ podcast, a WDF*IDF analysis can be useful.This is the case, especially for longer texts, how they are published on the website or the blog.Some content tools offer such an analysis.While you write a text, relevant keywords are given in comparable articles that rank on Google for your main keyword,.You should incorporate this into your text.
But not only the right keywords are important so that their content is found.Google and other search engines prefer content that match the reading and user habits on the net.For you, this means: The structure, writing style and the graphic preparation of your content also includes content optimization according to SEO aspects.Use paragraphs, sensibly selected sub -headings and other elements such as bulletpoints, where they offer themselves.And don't forget to use pictures.Graphics that match the content of the text loosen it and give the topic again optically again.
The content is not published regularly
Anyone who only publishes content every now and then has bad cards in content marketing.Your customers want to find new content regularly.Be it on the blog, on the website, on Facebook, Twitter and other social media platforms.A site or a social media profile that only sporadically has new content works lonely.And is more likely to deter (potential) customers, as there are no doubt that there are no doubt about the seriousness of a site.
To publish content regularly, an editorial plan will help you.It provides you with an orientation when which content needs to be ready to go live.You also have the option of filling gaps in the content calendar early.
The content is created channel -centered
As serious as the irregular publication of content, it is to only prepare content for one channel.Strategic content marketing requires integrated communication.Articles and other content should therefore not only be created for individual channels.You should place content and stories on both the blog as well as on the Facebook page or otherwise.As so often, this depends on the respective content and the target group.In general, it is better to make communication in content marketing uniformly across all channels and touchpoints in the customer journey.Content should also be played on all channels suitable for them if possible.
In e-commerce, companies know this procedure as an omnichannel strategy.And it is precisely this strategy that is also the ideal state of content marketing.But that also means: marketing, public relations and sales have to work hand in hand so that the consistency of the content on the various channels is maintained.A solution can be the so -called digital experience platform here.
Digital Experience Platform
A digital experience platform (DXP) offers companies the opportunity to design, control and optimize the digital customer journey via a platform on all channels holistically.The DXP combines various applications of Marketing Technology Stack (Martech Stacks).Do you want to learn more about the digital experience platform?The CMS provider Magnolia explains to you in a guest contribution "DXP-the next step for the digital customer experience", which makes a DXP, the meaning it takes up and what role the content management system plays there.
The content creation takes place without agreements in the team
If communication in the team is missing, a successful implementation of the content strategy is difficult.After all, several employees are involved in the content marketing process.Keyword: cross -channel content marketing.The production of content therefore needs well-coordinated team management.Who is responsible for which content?Until when do the content of employees have to be delivered?Who are the contact for external authors?In addition to the topic identification, these are some of the questions that should be clarified in the editorial team together.If responsibilities, deadlines and contacts are clearly defined, it is easier to control the individual phases of the content marketing process.
Often, however, it also simply hooks when implementing a regular team agreement.Editorial conferences - whether personally or virtually - are only part of the communication.Just like the editorial plan, which is an overview of the selected topics for the team, which should be played at certain times.During the content production, everyone involved should be able to access information on the current project situation continuously.Project management tools in particular help with this.If you create content, you can assign individual projects via project management software responsible team members and establish a workflow.At the end of this workflow there are finished texts, videos, podcasts and other content formats.
The files for content production are not stored centrally
This beginner error in the content of content is certain in a certain way with communication in the team, but refers to asset management.If this is missing, the creation of any kind can be created.A typical scenario: a team member gets sick and you do not know where current files have been stored or which file the latest version is.The time is pushing and the deadline is imminent.At best, you can reach your team member by phone and have the file shelf guided.In the worst case, the required file is locally on the work calculator of the team member.
Collaborative work is necessary when creating content.All files required for this should be called up for each team member involved.The central asset management therefore has a high priority in content marketing.Not least due to data security and storage space availability.So make sure that files such as texts, images and other media content are managed so that everyone involved can access it.But also consider aspects of data protection.
The content seeding is neglected
The content is published, SEO-optimized.Your content is interested in users and may even receive active positive resonances.And then?Often good content is simply not spreading further.He is bobbing on the website or the blog instead of being spread.This is exactly what is a serious problem: good content is difficult enough to create.Then not to use it in every conceivable and appropriate way is the literally unused potential.Therefore: spread good content on social media channels.Put Paid Social Ads, press releases and use the content in your newsletter.At best, encourage other users to also spread your content over their own channels.In this way you create the opportunity to achieve set goals.Speaking of goals: The keyword leads us to the last beginner mistake in content marketing.
The content performance is not monitoring
If you set your goals, of course, you also want to know whether you can be achieved with the measures taken.If the content is missing, it is not possible.The review of the (hopefully) previously defined KPIs is not optional, but elementary.This is the only way to precisely evaluate the quality of your content.Based on the KPIs, you can derive whether content, authors, target group, SEO and content design were probably chosen.And: If the KPIs show that it is hooked at one point, you can learn from it for future content.
Create the content of the content - mistakes are there to learn from it
Don't panic if you have taken one or more of the stumbling blocks mentioned here in content marketing.Ultimately, it is important to learn from committed mistakes.Perhaps you have already taken measures so that none of the points listed applies to you.Then: keep it up!Otherwise you know after this post which corners you can still optimize your content marketing.In this way they create first -class content, which offers their target groups and their company alike what both sides hope for.
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Keywords-Fetters-2041816_1920: Pixabay
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