By now you’ve heard about and experimented enough with content marketing on your own to know that it’s an effective way to build an audience, generate traffic and establish yourself as a thought leader in your niche.
The trick is knowing how to avoid getting so swept up in the flurry of generating content that you avoid this common content marketing mistake:
Don’t Become a Content Factory
In the spirit of getting as much bang for their buck, all too many organizations get swept away when it comes to churning out content.
Once you’ve got your social media and content teams and policies in place, it’s tempting to think that you can same simply flip the switch and let your content engine start churning out assembly made blog posts that will keep you site fresh and your audience is engaged.
The problem with this line of thinking is that your audience is in a very different position from position than you. From where they’re sitting, they’re already being bombarded with low to average quality content generated by a hundred other organizations thinking exactly the same thing you are.
In order to find high quality content that they’ll actually enjoy and find useful, they have to learn how to cut out all the noise and find sources that they can depend on to provide them with material that they can actually use. And they’re getting better at doing this every single day.
Make It Eye Catching and Interesting
While it’s true that silent profiles lose audiences, content factories do so just as quickly, if not faster. Unless you have a dedicated content marketing team with the talent and resources to generate epic content morning, noon and night, take it out of fifth gear and ask yourself a few questions:
Is what we’re writing about eye catching and interesting?
Is our content meaningful, useful and memorable?
Would our readers thank us for creating this stuff?
If the answer to these questions is no, then it’s likely that you’re focusing on churning out content for content’s sake at the expense of your actual marketing campaign.
You don’t have to be talking nonstop in order to get and maintain the attention of the people who matter most to your brand. Slow down, empathize with your readers and think about whether you’ve really got something to say and focus on making creating content that actually matters.
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