Every business needs a powerful content marketing strategy in order to engage with its target audience; it’s important to keep in mind that there’s a very fine line between a great strategy and a bad one. You don’t want to invest in a strategy that can have long-term consequences on your business. Here are a few things that you should now before you have the talk about the content marketing strategy:
- Content Objectives ≠ Business Objectives
Before creating any communication or social media strategy, it is essential to take into consideration the business objectives. Without a coherent business plan, there is nothing a PR department can do that can last. After all, PR specialists are not wizards or magic whisperers.
- Same Content Format for all Social Media Channels (just stop posting all together)
A lot of managers invest big budgets in creating content for their brand, but the results don’t meet their expectations. This situation can be avoided by adapting the content to all social media channels used. For example, a funny post will attract retweets on Twitter, likes on Facebook, some engagement on Instagram but negative response on LinkedIn. Bear with me here. It might seem overzealous or an unnecessary effort but remember that every channel has its own specific role and users. To get to your target audience and to make them engage in a conversation, you must adapt and use a proper message.
- Reports and analytics
Another important thing you shouldn’t ignore is that content marketing strategy for social media is not a sprint race, but a marathon. This is why weekly and monthly reports can be helpful. By constantly monitoring your strategy you will be able to improve your content and post relevant information to your community.
- Small Thinking
When you make a content marketing strategy, one of the common mistakes is to think small. Between you and me, a content marketing strategy needs at least six months to get results. Moreover, creating a sustainable strategy involves a great effort, creativity, holistic and comprehensive thinking and a strong vision. So, think big to go big. “There are no low-interest categories, only low-interest ideas,” says Droga5′ Vice Chairman Andrew Essex.
- The Race for Likes, Shares and Followers
There is a race after Likes, Shares, and Followers, a crazy competition after PPC, CTP and other campaigns that promise quick results to the detriment of valuable content posted on the company website. There are some social media experts that advocate the use of campaigns and paid ads for web visits and web promotions, followed by a constant content posting. The main reason is that once a user is on the website you can obtain his contacts, his sympathy, his loyalty and this is the client segment that will be well-disposed to all your calls to action.
There is no reason you should start by making mistakes. Start with basic things and build from there.
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