The Dark Side of Content: How Can You Turn a Perfect Campaign into a Disaster?
Photograph via AMC Theatres
Done the right way, a content campaign can be incredibly effective. Today’s content-hungry audiences seek out, consume and share the content they think is valuable. If your content is legitimate, it engages your audience on a deeper level than traditional advertising and adds real value to their experience.
Done the wrong way, bad content marketing can leap over to the dark side.
What do we mean by “the dark side?” Not all content is created equal. There are bad content marketing techniques that can harm your business.
3 Content Campaign Techniques to Avoid
- Confusing Link Building and Content Marketing
Link building and content marketing is not synonymous. A content campaign should not only address the topics that go viral in the hope of winning over readers and attracting loads of links. While this certainly spreads brand awareness, if you’re using bad content marketing techniques, all you’re doing is attracting more eyeballs. But you won’t have a clue what to do with them once they are there.
To avoid content marketing gone bad, you need to know where link building fits into your campaign’s landscape.
- A Lack of Goal Alignment and Tracking
Let’s look at two scenarios here. Firstly, many businesses churn out content and label it “content marketing.” There aren’t any real goals mapped out. We see this often with business’s blogs. The business feels it needs to have a blog, so it starts putting out content it thinks is valuable. This is done without having any real measurables in place to determine if the blog is turning leads into customers.
The second scenario is those businesses who only track their short-term goals. This happens often among companies that confuse link building and content marketing. They fail to monitor important metrics like mentions, social shares and links. These companies make good content marketing go bad by failing to align their content initiatives to the appropriate goals.
To fix this, you need an understanding of the different kinds of metrics and goals for tracking.
- Failing to Do the Research Needed to Come Up with a Strategy
There’s a difference between a content strategy and content marketing. The latter is an umbrella term that describes marketing function, including content.
A content strategy is merely one of the threads that weaves your marketing techniques together and ushers them toward a shared end goal.
You need a strategy to run a successful marketing program. If you don’t have a strategy, you land up with a load of inconsistent blogs or other content that isn’t working together towards that end goal.
Content Marketing Gone Bad
Other than these bad content marketing techniques, inconsistency is the kiss of death for any content campaign. Without consistency, you lose your consumer’s trust. And no one is going to hand over their hard-earned cash to a brand they don’t trust.
The trick is to develop a strategy that has the best chance of success. How can you come up with a content strategy that takes important forecasting, risk and quality into account? It begins with thorough research and an understanding of your audience.
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Let Iris Content do the groundwork for you. We’ll gain an understanding of your audience, do the research and create a content campaign that is measurable.
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