You’ve committed your marketing plan to include content marketing, but you do not see any positive changes or significant differences. You may be tempted to assume that content marketing is all bunk and doesn’t work for your business. That your supply chain blog is a waste of time. DON’T DO THIS.
Instead, look at the approach and method you’re using. Most likely, you’re making some major mistakes. Because of this, you’re working harder than you need to, and not seeing the results you want.
If you’re doing one or more of these six things, you’re sabotaging your efforts.
1. Not Focusing on Reusable Content
In the beginning, you focus on creating a piece of content and then moving on to the next piece. This isn’t a smart strategy long term. A quality piece of content requires time and effort to research, craft, review, and disseminate. So you need to maximize your return on all of this investment you put into a single piece.
Let’s say you create a blog post that explains how to go about buying your product or service. You can then repurpose that same information into a video and then an infographic. You’ve already done all of the research and work.
All you need to do is repackage the information into a different medium. This helps you create more content without putting in unnecessary work. It also helps you appeal to a broader audience who didn’t connect with your original text-based blog post.
2. Ignoring User Based Content for Your Supply Chain Blog
Speaking of working smarter and not harder, If you aren’t taking advantage of user-created content, then you’re missing out on a valuable content source. User-generated content is content that your customers or followers create for free.
This content could be anything: pictures, videos, blog posts, reviews, or just a simple text post with a hashtag or check-in. When it comes to trusting the content they see, 70% of consumers will trust peer created content over brand produced.
To take advantage of this content, find out what sparks your audience to create content. Maybe people love showing off their new purchase, such as a boat or motorcycle, Or maybe they like making “how-to” videos where they show others how to install or use your product.
Once you figure out how your customers want to engage, you can encourage this by creating a social media promotion that encourages this behavior. Now you can curate this content and use it on your brand’s profiles.
3. Not Spreading Content Throughout the Sales Funnel
As you should already know, there are several stages that your customer goes through before making a purchase. For a successful marketing strategy, you need to speak to potential customers all along this journey.
Don’t focus solely on producing educational content. This will have you appealing to those in the awareness and research stage. But you won’t nurture them beyond this stage.
As you create your content, check that your content addresses every step of the sales funnel. This way, you have content that speaks to your customers at every step of the process. You can then nurture them through the sales funnel to complete a purchase.
4. Not Promoting Your Content
You put a lot of time, effort, and hard work into your content; don’t waste it by not promoting it. You should spend more time promoting your content than actually making it. So one method is to follow the 80/20 rule.
You spend 20% of your time creating content and the other 80% of your time promoting it. Do this by sharing it through your social media accounts, blog, email, and other channels.
5. No Content Approval System
You need to put out quality content. One of the best ways to do this is to have more than one person involved.
Before anything gets published, a second person should look it over. That way, any mistakes can get caught.
This peer-review process can also foster collaboration. Your content will develop and grow because of it.
Have a system in place so that no content goes out before at least two sets of eyes have seen it. Be careful though, too many people involved will have the opposite effect and slow down productivity. Too many cooks in the kitchen will ruin the final product.
6. Failing to Review Content Performance for Your Supply Chain Blog
This is one of the most tragic mistakes businesses make. They do all of this work to create and share original content. Then they never follow up,
If you don’t track your content’s performance, then you have no idea what works and what doesn’t. You could then fall into the trap of creating content that doesn’t resonate with your customers. This is a waste of time and effort.
By tracking the performance of your content, you’ll know what subject matter and type of content performs the best. Then you can create more of that.
Let’s Get Your Content on Track
If you find that your content marketing strategy isn’t working, I can help. Let’s work together to figure out why your content marketing plan isn’t delivering the results that you want.
I will help you create quality content that you can promote and track.