"When developing your content strategy, there is a lot to consider to ensure that you are getting a high ROI on your efforts."
Though there is no one-size-fits-all content strategy, there are common pitfalls that can counter all of your efforts and make your content strategy ineffective.
1. Starting without a strategy
The most common pitfall is to just begin creating content without specific goals and a strategy to reach them. Before doing any work, make sure to sit down with your team and layout everything you want to achieve with your content. Then put together a plan of action to meet those goals.
2. Failing to track your efforts
Using analytics to track your efforts can help streamline your processes and ensure that you are making smart decisions. There are a lot of ways that using analytics can help you make smart decisions. Without measuring your progress, you will not have the best content management strategy.
3. Not aligning content with your sales funnel
Beyond all the other benefits, the primary purpose of content is to convert traffic into sales. So it is essential that your content is designed to target every stage of your sales funnel. Tenfold has a great guide for creating a multichannel approach to developing your content management strategy to help you better understand how to align your content with your sales cycle (Tenfold).
4. Creating poor quality content
Many marketers and websites focus on content as a method to execute their SEO strategy. So they churn out a lot of keyword-optimised, low-quality content, instead of fewer pieces of higher-quality content that attracts dedicated readership. Furthermore, focusing solely on content as a means to increase your SERP leads you to miss out on other opportunities for customer engagement, brand development, and conversions.
If you are just starting out or if you find that your content is not performing, rather than continuing to plug away, you should seek the advice of an expert. A content management expert will audit your content strategy and provide objective insight to how you can make improvements. ALHAUS can help. Our content management experts can make sure you are avoiding all the pitfalls and help you determine the best strategies for reaching your goals. Contact us today to learn more!