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If you take a closer look, you will see that content marketing is an important ingredient of every marketing activity. Every website, online or offline campaign, blog post, whitepaper, social media post and email requires a copywriting X-factor in order to stand out from the competition. Content underlines every inbound marketing activity and shapes the image of your brand.
So, you might wonder, how is it possible that something that is so obviously important is also often neglected or poorly executed? More than one factor contributes to this issue and this is something you need to be aware of if you want to make content marketing work for you.
Problem: ROI of content marketing is something that most companies struggle to calculate. Especially if you are just starting out, spending money on content may not seem so profitable. This problem stems from two things. First of all, there is the fact that many content marketing tactics fail to deliver due to a poorly devised strategy. The second reason is that even when the strategy is on point, business owners usually attribute ROI directly, which means they look at things from a short-sighted point of view and are only interested in how much money (or leads) a specific piece of content brought to them.
Solution: Start with a clear strategy. From the first blog post you publish, to the elaborate e-book you create. Everything needs to serve a purpose. That purpose should be: SEO and customer education/amusement. Not every piece of content can bring the X amount of money in sales, but as a part of a bigger strategy it will play its role and result in a sales increase. Take the long-term approach and create a content marketing strategy that will last. Don’t switch between quick-fix tactics in search of a shortcut.
Problem: SEO takes time. SEO also takes effort. Content is just one part of the equation. Advice like: “Just write excellent content and you will succeed” is very misleading. Yes, you need killer content marketing to be able to rank high in Google search, but that isn’t the only thing you’ll need.
Solution: Double down on your SEO efforts. Don’t let quality content go unnoticed just because your website doesn’t live up to the on-page SEO standards. Do everything there is on your end that will set up your content for success.
Problem: What is a good piece of content? This question is the tricky part. Writing content is a nuanced profession and things that set apart a good content writer from an average one are difficult to pinpoint. Moreover, writing isn’t the only thing that goes into the whole content marketing process. There is also promotion. So, how to decide what to do?
Solution: Hire a professional. Many startup founders think that they should play the role of content creators because there’s no one that knows their product better than themselves. While this is true, it doesn’t necessarily mean that they are skilled storytellers. That’s why you shouldn’t be shy to outsource this job. This doesn’t mean that you shouldn’t be involved in the process, just let someone else find the right words.
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