Content Marketing Missteps: Align Strategy, Quality, and Promotion | E12
Ruta Sudmantaite
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We've all heard it before: “We just need more content.” It’s the marketing equivalent of “We just need more coffee” – a phrase that's thrown around without much thought, yet it often leads to more confusion than caffeine-fueled clarity. On our latest episode of Blame it on Marketing, Emily and Ettie, two seasoned content writers from the B2C and B2B realms, unpack why this mantra might be doing more harm than good.
What Exactly Is Content Marketing?
First things first, what are we even talking about when we say “content marketing”? According to Emily, it's a broad spectrum. “Content marketer means so much to so many different people,” she says. It can range from being a straightforward writer to a full-fledged strategist and stakeholder manager.
Ettie chimes in, highlighting the diversity: “Content marketing just comes under this umbrella and it’s such a huge [...] there’s such a vast range of what people expect.” This diversity can be both a blessing and a curse. While it allows for flexibility, it also leads to varied expectations that can derail your content efforts.
The Real Purpose of Content Marketing
So, why are we even investing time and resources into content marketing? Emily puts it succinctly: “It is huge in B2B content is the primary way of acquiring leads.” But it's not just about leads; it’s also about brand awareness and sales activation. The key takeaway? Content should have a clear purpose aligned with your business goals.
Ettie reinforces this by saying, “Making sure there is a purpose [...] that’s how to tie into your marketing is such a bad way to Market.” Simply mimicking what competitors are doing without understanding your own objectives is a recipe for disaster.
Common Misconceptions and Mistakes
1. Content Without Strategy
One of the biggest pitfalls is creating content without a strategic foundation. Ettie explains, “Content is two things: content production and content promotion. If you don’t do the other half, [...] it's almost no point.” Without a strategy, your content is like a ship without a compass – aimlessly drifting without direction.
2. Quality Over Quantity
The age-old debate of quality vs. quantity often sways marketers into chasing metrics rather than meaningful engagement. Emily notes, “Clients want 50 blog posts around this is our keyword grouping [...] They could have made a high-quality short funnel instead.” Flooding your channels with low-quality content not only dilutes your brand but also wastes resources.
3. Misalignment with Sales
Content often gets “divorced from sales,” making it ineffective in driving conversions. Ettie points out, “Sales is never just gonna pick up some bit of content [...] you have to literally write them the sales email templates.” Bridging the gap between content creation and sales execution is crucial for maximizing impact.
4. Underpricing Content Services
Another common mistake is undervaluing content creation. Emily shares, “People think they can string a sentence together [...] They pay as little as 1-3 pence a word.” This not only disrespects the craft but also leads to a cycle of poor quality content that fails to deliver results.
Best Practices for Effective Content Marketing
1. Invest in Strategy
Without a solid strategy, your content efforts are scattered and ineffective. Ettie emphasizes, “Without the strategy, the content won't pay off [...] it's just a gamble.” A well-defined strategy ensures that every piece of content serves a purpose aligned with your business objectives.
2. Focus on Quality
Quality should trump quantity in your content marketing endeavors. Emily advises, “Investing in the right places, making sure your budget works hard for you.” High-quality content not only engages your audience but also builds trust and authority in your niche.
3. Align with Sales and Business Goals
Your content should seamlessly integrate with your sales strategy. Ettie shares a success story, “When sales realized they could [...] see their eyes light up when they realized that marketing was designed to serve the same goals.” Alignment between marketing and sales ensures that your content drives tangible business results.
4. Promote Your Content Effectively
Creating great content is only half the battle; promoting it is equally important. Ettie highlights, “Content promotion side of things [...] if you can do that, you’re probably going to be getting value back out of your content.” Use multiple channels – social media, email marketing, SEO – to ensure your content reaches its intended audience.
5. Value and Respect Content Creators
Respect the craft and compensate your content creators appropriately. Emily points out, “The value of content has to be seen [...] Otherwise, you’re going to get stuck in the same cycle of poor quality content.” Fair compensation attracts talented writers and ensures that your content maintains high standards.
Conclusion: Making Content Work for Your Business
Content marketing is more than just churning out articles or social media posts. It’s about creating meaningful, strategic content that aligns with your business goals and drives real results. By avoiding common misconceptions and focusing on strategy, quality, and promotion, you can turn your content from a vague concept into a powerful tool for growth.
So next time you find yourself saying, “We just need more content,” take a step back. Ask yourself: What’s the purpose? How does it align with our goals? And most importantly, how are we going to make it work?
