In general, producing and publishing quality content is a valuable practice for marketers but it comes with its fair share of challenges and problem areas. You see, in reality, content marketing is so much more than publishing a few blog posts every week.
As a result, it demands commitment in terms of time and resources and you may also come across several obstacles and roadblocks. Some are obvious and easy enough to deal with. Others may require an in-depth diagnosis to find a cure. Let’s look at 5 such content marketing issues.
1. No Objectives
Content marketing is like any other marketing strategy; it requires planning. Before you produce and publish content, you need to know why you are doing so because your strategy will be informed by it. For example, are you creating content to close sales more quickly or are you creating content to influence your industry and ergo inspire recognition and respect? Maybe you’re thinking about customer support! By the way, who are your main customers?
In short, no matter what your reason is for hopping onto the content marketing bandwagon, you need to have clear objectives and a strategy.
In the last 10 years, social networks including Facebook, Twitter, Google+, LinkedIn, Instagram and Pinterest, have seen an explosion of growth, both in terms of the number of users and popularity. Facebook, for instance, has 1.39 billion monthly active users and an average of 890 million daily active users while 89% of 18-29 year olds are on at least one social network. Clearly we live in an era where social media is a predominant way for people to interact and communicate online. For businesses, this rise in social media spells two things – opportunity and responsibility.
Indeed, social media is an opportunity and not only because of the audience on the different platforms but also the sheer amount of data that customers make readily available to marketers. The question is: Are you listening? After all, the magic of social media lies in its application in growing long lasting and scalable relationships with your customer base. Therein also lies the pitfall of the social networks. You have an online responsibility towards your customers. At the end of the day, social media can make or break your business.
Some social media practices that could hurt your business include:
1. You’re Publishing the Wrong Kinds of Content
Marketers often make the mistake of using the social networks for the sole purpose of pushing promotional content and updates. The problem with this lies in the fact that social media is all about building trust, engagement and community. There is a time and place for promotional messages but you also have to add value to the conversations and interactions you have online by sharing content meant to indulge or help your customers.
For instance, not every post you make on social media has to come from an original idea of yours. Sometimes responding to what others are saying and bouncing your ideas off them could be as plausible a way of getting yourself heard as any. Then there are other types of content such as non-promotional company information, for example if your employees are taking part in some volunteer work or if you have a job opening for job seekers.
2. You’re Publishing too Much Content too Often
How often should you post on the social networks? That’s the million-dollar question, isn’t it? Sadly though, there is no right answer to this. There is no best practice set in stone because the social networks, for example Twitter and Facebook are very different from one another. One thing that’s true for all the social media sites is that updates and posts don’t last long and users move on to more recent items quickly. The other consideration is the type of organization you are. A media publication, for instance, can get away with many updates a day whereas a online shoe store sending out updates at such a frequency will exhaust and consequently turn off users. One thing you absolutely don’t want to do is talk just for the sake of it. Content you post on social media should add value to the community around your brand or business.
Founded in March 2006 and launched in July that same year, Twitter has a short history of 8 years and in that time, the online social networking service went from 5,000 tweets a day in the year following its launch to 500,000,000 tweets a day as of 2013. This corresponds to an average of 6,000 tweets every second and a total of 200 billion tweets a year. As of December 2014, Twitter also boasts of 500 million users, of which an estimated 284 million are active users. Clearly, Twitter is one of the biggest social networks today and as a business, it makes sense to be on Twitter and of course promote the sharing and widespread distribution of your content by optimizing your website and blog to be more Twitter friendly.
But what makes a blog Twitter friendly? The truth is, unless you’ve been living under a rock for the last several years, everyone in the digital marketing world understands the value of marketing on Twitter but not everyone understands what it takes to encourage sharing on the social network. In essence, making a blog more Twitter friendly is a two-part process and each process, in turn, involves a number of steps.
- The first process is creating content that will do well on Twitter.
- The second process is fine-tuning the technical aspects of your individual blog posts and the business blog in general for better results on the social network.
Let’s take a look at the steps to create a business blog more prone to widespread distribution and sharing.
1. People on Twitter like Statistics and ‘Snackable Content’
The average adult has an attention span of 8 seconds. This is a number down from 12 seconds in 2000. Obviously, as the years go by, we are not getting more patient. Quite the opposite actually!
Correspondingly, in the content-saturated and distraction-rich world of social media and by extension, Twitter, marketers have a need to grab the attention of consumers quickly, giving rise to the concept of snackable content. When you create content, make it a part of the process to include snackable bits and pieces of information easy to share on social media and ergo Twitter. In particular, you can choose to add things like statistics or compelling quotes in the body and these can serve as useful resources for easy Twitter sharing and content distribution.
A useful plugin to easily create tweetable content and promote sharing on Twitter is Click to Tweet. Use it to highlight snackable parts of your blog posts and make it practical for readers to automatically add the message to their Twitter status box.
2. Use Quality Visual Content
According to findings by Jeff Bullas, adding images to blog posts increases its total number of views and engagement and a blog’s overall number of readers, subscribers, followers, and leads. In essence, visual content serves to break up written content and make it easier for readers to go through the whole post without bouncing. Now, if you are optimizing your blog for Twitter, adding visual elements to your posts should be more strategic with at least one image featured prominently, either as the header of the piece or as one of the first images and adjusted to the right image ratio for sharing on Twitter. The ideal image dimension for Twitter posts is 1024px by 512px.
Launched on October 06, 2010 and named iPhone App of the Year by Apple the following year on December 09, 2011, after 4 short years, Instagram announced in December that it is now a global community of more than 300 million users sharing over 70 million photos and videos each day. From the beginning, as a photo-sharing and video-sharing social service, Instagram has been focused on 2 things: simplicity and inspiring creativity.
As Instagram grows bigger, it remains a fast, beautiful and most importantly a fun-filled way for people to share their lives with friends and followers. For businesses and brands, the large and growing audience on Instagram is a compelling reason to join the service. It’s additionally a beautiful platform for storytelling and to share engaging content.
But what happens if you join the service and after amassing a few dozen followers, your account’s growth rate slows down and eventually stops. If you have, give or take, a total of 100 followers, your images will get maybe a dozen likes at most. It’s not significant enough to gain any traction.
The key to a successful Instagram account then would be to learn absolutely everything there is to know how the social service, in particular things like what causes Instagramers to like images, what makes them become followers and how to increase the visibility and impact of your images. So let’s discuss the science of Instagram and how to get more followers and likes on the service.
1. Connect your Instagram, Facebook and Twitter Accounts
Perhaps the easiest way to grow your Instagram account is to connect it to your Facebook, Twitter and other social accounts so that any content you post on the photo-sharing service also gets posted across the other social platforms. This increases the reach and impact of your brand as friends and followers noticing your captivating imagery and rich visual storytelling will, most probably, start following you on Instagram as well. Note that if you choose to connect your social accounts, there is no rule against posting a status asking your friends and followers to follow you on Instagram as well.
2. Use Popular Tags
The most used hashtags on Instagram are as follows:
Like is the case on Twitter and a few other social networking services, using the right hashtags with your images and videos on Instagram is a great way to find new followers. The key is to be as specific and relevant as possible to help you connect with other like-minded people. After tagging your content, take a moment to look at pictures and videos other people shared using the same tags. You may come across some popular hashtags you hadn’t thought of originally.