Content marketing is a lot of work. Creating enough material to ‘feed the beast’ and keep your content channels lively can demand a lot of any marketing team, but like any other aspect of business, simply working harder isn’t always the right answer. Pouring too much effort into the wrong aspects of content marketing can severely hurt your success and waste energy that you could better spend elsewhere. In today’s article, I look at signs that you might be working too hard on your content marketing, and how to better focus your energy to get the results you want.

1) You’re over-thinking your content

As marketers, we have a range of data and information on our customers, our products and our campaigns, and we spend a lot of time and effort to make sure that we incorporate that data into what we produce – and that’s not a bad thing. But that can turn sour when we find ourselves relying only on data and forgetting the passion and drive that we have for the product we are selling. Content marketing goes out to an audience that cares about your products, or that cares about the problems your product solves. They live that experience, meaning they have a genuine connection to what you offer… and they’ll be able to tell if you don’t. If you find that your content is more about numbers and data than it is about a belief in your product, then you’re likely creating content that won’t resonate with your market. Always remember to put the passion you have for what you do into the content you create, and you’ll create content that will resonate with your audience.

2) You’re focusing on the hard-sell

There are a lot of marketing mediums where a hard sell can work, provided that it goes out to the right customer. Content marketing isn’t one of them. While you might be passionate and excited about having a new product and eager to tell your customer every feature that it has (and good for you if you are – see point 1!), no customer comes to content marketing to be sold to. Content marketing is about showing your customers that you understand them and their needs, providing content that is entertaining or helpful, and then introducing a connection between those needs and your products. If your content is falling anywhere outside the 80:20 ratio – 80% content, 20% sales, then you’re focusing too much on the hard sell, and you’re going to lose your audiences’ attention.

3) You’re not using internal resources

No marketer is an island. If you find that you’re struggling to come up with ideas that will connect with your customers, remember that other parts of the business have access to information on what your customers think and feel on a daily basis. Whether you’re a one-person operation or a part of a larger business, consider the information you can take from the customer-facing parts of the business – sales and services. Salespeople know exactly what your customers want and need, because they talk to them every day about those needs, and they know what aspects of your products are most important to those customers. Service staff know the issues that customers encounter with your product and the problems they most often need solutions to. If you are a sole trader, then consider the things your customers tell you and incorporate them into your content marketing. If you’re a part of a larger organisation, then take the time to talk with your customer-facing colleagues and find out what they know about your customers, and you’ll likely come up with dozens of new ideas for content that you can be sure will be relevant to your audience.

4) You’ve lots of content, but none of it is performing well

This can be one of the most insidious issues that you can face in content marketing. In the rush to fill the void, you’ve created page after page of content, but none of it is seeing the type of results you would like. While it’s important to create content on a regular basis to keep your business visible, it’s also important to make sure that content is relevant, and that it is targeted to the right parts of your audience. In many ways, this is the other side of the coin to my first point; don’t ignore the data that you have on your customers either. Make sure that you have built a strategy for your content marketing, and that everything you create is speaking to the customers you want to reach. Always know who you are trying to reach, what you are trying to say to them and why you are using the content platforms you are. Use the right platforms, the right formats, and talk about the right issues to reach your customers, and you’re more likely to create content that will perform the way you want it to.

Want to go further? John Rowbottom Design and Marketing can help you to develop content that will connect with your customers. To get started with your new content strategy, visit jrdm.com.au today.

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