So you’re jumping onto that digital marketing train and going full throttle with it. No more dipping that toe in … you’re going head first, diving right in as you throw out a few tweets and weekly blogs onto your website. You’re a force to be reckoned with; you’re a content marketing guru.
In today’s digital marketing world, everyone has the two words “content marketing” scribbled in their agendas. But what exactly is content marketing? The Content Marketing Institute defines content marketing as such:
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.
As the term continues to gain quick momentum, advisors’ hasty approach to content marketing often misses the mark. Believing it as a way towards gaining traffic and clients fast, advisors take for granted the crucial elements that are needed as prerequisites for a successful content marketing strategy.
So, as much as I hate bursting anyone’s bubble, sending a few tweets here and there or blogging once a week does not make you a content marketing guru. But don’t be discouraged! These five signs will help you hone in on what you’re doing wrong and help you in giving your content marketing strategy a much needed boost:
1. You’re no different than the competitors next door.
A common theme seen throughout many content marketing strategies is the need to come out with blogs and whitepapers. Although “sticking to what you believe in leads to success” is always a good rule of thumb, if producing content in the form of blogs and whitepapers isn’t really cutting it for you, don’t be afraid to ditch what everyone else is doing.
Whitepapers and blogs are not the be-all and end-all of content marketing. Instead, they are only one component of it. Explore the many facets of content marketing such as eBooks or newsletters for instance. No matter what your tactic is, always focus on what works for your niche and what can help you carve out a path to success.
2. It’s always just text.
Here’s a question: Would you rather visit a website that is saturated in text-based content or contains a good balance of graphics and videos? If you picked the latter, your selection represents the majority.
The point is that no one likes a boring website (or boring anything). So, don’t be boring. Change things around, shake things up and diversify your content.
There are many content forms beyond the written word. For instance, consider illustrating your services and difficult concepts through graphs, infographics or videos. Not only will your website be more visually appealing; it will enable higher click-throughs and call to actions (CTAs). By doing this, your website will foster better engagement with its users and that’s always a plus.