There is one big content marketing mistake that many organizations are still making today: it’s not about you. With all the buzz around Content Marketing,
71% of marketers will increase content marketing budgets B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends
we’ll be flood with marketers doing this mistake, only talking about them or their brand, their products and services.
Content can’t be all about YOU!
The biggest mistake is thinking that ‘content’ is just newfangled sales materials. Most content marketing fails on the utility scale. Content that is inherently useful is inherently successful. -Jay Baer via Content Marketing Institute
- You’ve built your content strategy around convincing your target audience that your specific product is the best one on the market.
- You write a “How to Choose” guide that cleverly suggests your product is the best solution.
- You conduct a webinar that focuses on highlighting the attributes of your product or firm.
- You write an application note detailing how to use your product in that context.
Sure your brand need to stand for something but these all get user’s bullshit detector going, lowering the brand experience & trust users have. So how to fix this?
- Stop pitching your products.
- Stop trying to enforce your brand vision as the core content mission.
- Start by gathering all the data you can on user’s needs (hello SEO!) :
- what are they searching for and what was their mindset/intent
- what are they talking about, how do they express their pain points
- Start by answering user’s pain points and filling-in the gap between their needs and what’s out there.
This is just the beginning but getting this ironed out early on is essential to conduct effective content marketing.
It’s not just about the customer, it’s ONLY about the customer.