It’s clear there are numerous benefits to a well-oiled content marketing system working for your organization. But many companies are still unaware of the risks associated with badly-planned or ill-thought out strategies for content marketing processes. When completed effectively, content marketing can be a continual source of new leads for the company. When the wrong approach is taken, companies can actively hurt their brand’s online reputation. In this blog, we’ll focus on three risks associated with poor content marketing.
1. Inconsistent Messaging Breeds Confusion
A brand’s online messaging processes are its mechanism for working with and appealing to potential customers. When a company doesn’t plan it content marketing effectively, it could send out mixed messages to both current and potential customers. This may lead to a poor return on marketing campaign investment and the loss of current customers, who will turn to brands that are consistent and thoughtful in their messaging.
2. Creating Irrelevant Content Can Impact Sales
The marketing industry data continually shows that campaigns must be relevant to create engagement and be impactful. Content audiences require content that is relevant to them in their buying process. Content that is not directed toward a specific type of buyer during a precise time within a marketing campaign could reduce sales figures. In addition, relevancy is important for SEO performance and so irrelevant content could move the company off-track in meeting both their sales and marketing targets.
3. Lack of Focus Reduces Actionable Data
Content marketing is not simply a way of interacting with a brand audience; it can also yield the data that provides a foundation to future campaigns. Without a proper focus to branding campaigns, companies lose value in the data derived from their content. This means that, although they may add a lead or two through their content, they may not be able to move forward with future strategies.
Content should have a direction and a purpose. It should be designed to appeal to a specific audience. Without a well-honed strategy, companies will likely suffer the long-term effects on their branding and on their future marketing campaigns. Begin content marketing work with a laser-like focus and a long-term strategy in mind to ensure online branding targets are met. Speak with one of our marketing experts today about how to hone your brand’s content marketing strategy.