Creating valuable content is quite a challenge. Being involved in content marketing, you surely know how hard it is to present interesting information that will attract new users. Both the form and style of writing, and even the amount of material, can make a potential customer ultimately choose a competitor. Wondering what’s the reason you’re not seeing satisfactory results, even though you’re creating a lot of content? See the most common mistakes and learn why automation will help you with content marketing.
What makes the content you post unattractive to your audience?
Content that doesn’t fit your brand image
You certainly can’t build trust with your audience if on the one hand you publish content about what activities have a positive impact on the environment, and then produce goods with lots of plastic. Your content must be credible and in line with your brand voice. It’s also not worth writing scientific articles and posting hours-long videos if you’re targeting teenagers. Analyze whether the content you’re creating is definitely relevant to your audience and doesn’t clash with your brand image.
Lack of personalization
Few marketers realize when creating content that they are giving up on arousing the interest of some customers at the start. Without the use of personalized messages and writing messages specifically to a single person, the power of the message is much weaker, and thus some of the audience is not interested in the topic at all. The same is true for informing users when new content is inserted. Lack of personalization may result in the message not being read or being moved to spam.
The continuity of publication shaken
Of course, writing a dozen texts a day when you have a broken leg or are lying in bed with a fever is not the best idea, but neglecting your audience is quite risky. You can always plan content in advance or ask someone at work to substitute. A single lack of content shouldn’t reflect negatively on your business, but it will be difficult to win back and encourage customers to return to your site if no new content has appeared for the past few months. For the user, it’s also a signal that the brand may be doing worse and doesn’t care about content marketing.
Only one type of content and too little variety in topics
Of course, it’s not always the amount of content that counts, but if your content revolves around one topic and in addition you don’t have any videos, e-books or social media posts, you will start to bore customers after a while. Imagine inserting daily blog articles about why you should drink water and use your modern filter pitchers. The first texts are read by many recipients, a lot of people click on the links and take advantage of the offers. After three days, some readers begin to wonder if surely these filter pitchers are that innovative, since you can’t really stand out too much from the competition and continue to write articles about the same thing. Customers expect at least additional videos, where they would learn about the use of all the products in practice. Admittedly, you also have sports bidons or a special collection for children, but after all, you have already created content, so you think that since this topic attracted the audience in the beginning, it must now too. In content marketing, you have to be flexible – if even customers are happy to browse information on just one topic, it’s unlikely that in a few months there will still be the same interest. You need to adjust topics on an ongoing basis and diversify your content.
How will MA improve your content?
Personalize your content
It’s much easier to communicate with your audience if Marketing Automation fills in the name or surname field every time, pulling data from the system. In addition, everything happens automatically, so you can create one newsletter, for example, and everyone will receive a personalized message. What’s more, marketing automation allows you to insert dynamically changing content, so you can recommend to customer X his favorite rug, and user Y will see a suggestion to buy elegant curtains. This is equally useful if you want to notify users that there is new content waiting for them on the site. You can send such information only to those who have shown interest in similar topics in the past.
Use of recommendation frames
Do you have your own blog with many articles, but some topics are not read at all? Recommendation frames from iPresso come in handy not only to showcase your offerings, but also the content you have on your blog, for example. By collecting user data and using MA, your customers can be shown links to articles that match individuals’ interests, and you can highlight those topics that you currently want to promote. What’s more, if you have a lot of different content, you can include links to your e-book page, webinars or articles in the recommendation box. This is a much more inviting way to get people to read your content, so it’s worth taking advantage of.
Gathering feedback on what kind of content your audience wants
Don’t know how to create content that is relevant to your customers? You need to ask them! Create a form where your audience can give feedback on your site and determine what topics they are most interested in. This way you’ll save time and money spent on content marketing that hasn’t yielded any results so far. You can also send out NPS surveys, where you’ll find out more detailed information about what needs to be improved and why. Don’t break down if you find that your content isn’t inviting to users – it’s a signal that you have a chance to fix it and figure out together how to improve interest.
Automatically send lead magnets after filling out the form
Already have valuable content and are looking for a way to increase its popularity, as well as encourage customers to take a specific action? You can use Marketing Automation to automatically message content to all those who have registered for a webinar or signed up for a newsletter. For example, after filling out a form, a user will receive an email with a free e-book to download. Lead magnets are designed to grab the attention of interested people and get them to take a specific action, such as registering for a webinar. Without marketing automation, it would be very difficult to send an almost instant message to everyone who has met a certain condition.
Summary
There are quite a few mistakes you can make with content marketing. MA can certainly help you create and promote interesting content that will encourage users to take advantage of your offer. Whether you’re just learning about content marketing, or you’re looking for tools to make a lot of your content stand out from the competition, marketing automation is for you!
Want to implement Marketing Automation in your business? Click here and get free trial access to iPresso today!
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