20 reasons for bad content marketing

I've been extremely interested in content marketing recently; when done right, it really sets a company apart in its industry. While looking for examples of bad content marketing, I came across a fantastic list that describes bad practices in content marketing. Anyone who is seeing poor results from content marketing ought to consider this list and ask themselves if they are participating in any of these practices.

The list, as originally posted:

1. It’s all about you. Your customers don’t care about you, they care about themselves.  We often forget that point when we describe how wonderful our widget is (that no one cares about).
2. You are afraid to fail. Taking chances with your content and experimenting a bit reveals the possibilities for your content marketing and uncovers new customer stories.
3. You are setting the bar too low. Your content marketing should be the very best in your industry…better than all your competition and better than the media and publishers in your space.  How can you be the trusted expert in your industry if it is not?
4. It’s focused on tools not goals. First identify your return on objectives and coordinate the success measures (key performance indicators) for each content team.
5. Not sourcing correctly. The majority of brands outsource some portion of the content marketing process. Don’t be afraid to find internal content champions and outside journalists, writers and content agencies to help you tell your story.
6. Silos. Are you telling different stories in PR, corporate communications, social media, email marketing, etc.? (see #12)
7. You don’t seek out discomfort. Seth Godin states in his book Linchpin that if we don’t consistently step out of our comfort area we are doomed to the status quo. Each quarter, do something completely unexpected with your content.
8. No call to action. Every piece of content should have a call to action.  If it doesn’t, at least recognize it as such and the real purpose behind why you developed the content.
9. Too focused on one particular channel. Stop thinking email newsletter or Facebook.  Think about the problem you are solving for your customer. Then look to tell that story in different ways everywhere your customers are at (check out this social media publishing model for more).
10. You create a backup plan. There is try and reiterate…forget the backup plan. A backup plan (i.e., pay-per-click or sponsorship) is admitting to fail before you begin.
11. Not thinking like a publisher.
12. No content owner. Hire or develop a chief content officer.
13. No C-level buy in. Organizations without C-Level buy-in are 300% more likely to fail at content marketing (source).
14. Not immersed in your industry. Everywhere your customers are at, you need to be there (online, in print and in person).
15. Not niche enough. You need to be the leading expert in the world in your niche.  Pick something that is both meaningful to your business and attainable.
16. Setting up the wrong measures for the right people.
17. Too slow. As much as I hate to say it, speed beats perfection in most cases. Figure out a streamlined process for your storytelling.
18. Inconsistent or campaign driven. Your content marketing is a promise to your customers.  Think about the morning paper (if you receive it)…when it doesn’t come on time, how upset are you?  You need to have the same mindset with your content marketing.  Distribute content consistently and ON TIME. Develop your content marketing editorial calendar.
19. Not thinking with search in mind. Most of your website traffic probably comes from search engines.  If we tell pieces of our content with search in mind we stay focused on the problem and how customers communicate that problem. We also get found!

But first, let me take a #selfie

As an extremely avid lover of electronic music, I thought I would take the opportunity to discuss a unique marketing campaign currently happening in the industry/scene. Recently, one of my favorite artists, The Chainsmokers, released a single called "#selfie". The song features a voiceover that plays over a beat, which progresses into a drop. If you haven't heard it yet, here it is:

I've been a fan of The Chainsmokers for several months -- before this song was ever conceived. Their other releases gained traction, and when this came out, I expected similar growth. I didn't expect it to blow up the way it did, but after looking at all of the combined elements, it makes complete sense.

Online content is rarely viral. Virality can occur for several different reasons -- one of the major reasons being relevance. All of the elements of this song, even down to the title, address relevant societal trends. It does not take a stance on selfies - i.e., it does not position itself as a mockery or a supporter, so listeners on both ends of the spectrum can appreciate it.

The song advertises itself. It's relateable. It's fun. And it sticks with you. At this point, I've seen some variation of the line, "but first, let me take a selfie" in many places that are out of context of the song and even the electronic music scene. The song is integrating itself into popular culture along with what it addresses.

The result of such a carefully crafted song? The Chainsmokers went from topping niche market charts to topping iTunes charts. It's on the radio. It's dropped by DJs internationally. The boys are smart and talented, and I look forward to seeing what they do with their next release. Reception of the next song will be a good indicator of whether viral content actually creates brand devotion, even on a subconscious level.

Examining the Social Media of The Red Dress Boutique

For this week's blog post, I'm going to examine the specific social media marketing tactics of my favorite local business, The Red Dress Boutique. Founded 10 years ago, the boutique, which has both a downtown and online presence, now boasts millions in annual revenue. What is this business doing differently from other boutiques?

Their strongest player: Facebook
In a new era of lower organic reach and lessened sharing/interacting, this company's Facebook page boasts heavy interaction on most of its daily posts. Several unique elements comprise their Facebook strategy:

• Focus on interactive posts. Almost every post is relevant to fans. Some posts ask questions (one popular type shows photos of 3-4 outfits and asks users which is their favorite), some posts excitedly remind users of new arrivals, and some simply ask such questions as what types of items users would like to see added. 
• Imagery consistent with branding. The company was founded on the idea that a woman's outfit can provide her with confidence and happiness. Photos of inventory reinforce this concept. Rather than taking a simple photo of a model wearing an outfit against a plain background, the photographer captures seemingly candid moments of the models in bright, confident poses. Consider these images as examples:


• Emphasis on daily new arrivals. Daily new arrivals, in and of themselves, are one of the strongest aspects of this company. The Facebook posts center around them, reminding users when they are available for purchase (10:15AM weekdays, 9:15 PM weekends). In between these times, posted content includes sneak previews of upcoming new arrivals, new ways to style recent arrivals, and reminders to set alarms. (From a marketing standpoint, as an added stroke of brilliance, they add a sense of urgency and favoritism to almost all new arrivals, in order to encourage customers to purchase as soon as possible so as to not risk the item selling out on them.)
• VIP Program. The owner, Diana, prioritizes her presence in the boutique's daily operations. One method of connecting with customers is her VIP program - a separate Facebook profile that she personally runs. Through the page, she offers discounts, exclusive behind-the-scenes peeks, and other members-only perks. The page is limited to 5,000 friends.
• Excited, confident, authentic voice. In accordance with its goal of providing women with clothes that make them feel excited and confident, the voice of the posts contains an authentic zeal. This enthusiasm inspires a similar excitement among customers.
• Dedication to responses. Last, but not least, the company prides itself on its timely response to user inquiries and comments on the page. Whether it is someone asking for outfit styling tips, voicing issues with an order, or simply sharing excitement over a new outfit, the boutique responds quickly and in a friendly, professional, engaging manner. If I recall correctly, I believe I read that they specifically have a Facebook/social media team.

The results? See for yourself:

2,300 NEW weekly likes... at their lowest point of recent activity.

Their silent-but-deadly player: Instagram
Instagram is a unique platform in that it is almost purely image-based, and that organic reach is 100%. Companies whose sales are driven by image rely on Instagram, and rightly so. Red Dress Boutique is no different. Its general approach is similar to that of Facebook, but several differences make it unique.

• Bright, colorful images: Instagram images are considerably brighter in color than potential neighboring images. Giveaways and discounts are emphasized in this manner. This image, for example, is unmistakable in any fan's feed:
  
• Inspirational quotes: One way RDB solidifies its branding is by uploading inspirational and motivational quotes and photos. Fans are encouraged to be hardworking, ambitious, and confident. I once reposted one of these images, tagging the store's account in my description. Within several hours, I received a comment from the account, offering additional encouragement -- the specific quote read: "Love it! Good luck with everything, we're rooting on you!" Now THAT'S interaction.
  

Other marketing tactics

• Buy for the Boutique: The company runs a program in which the owner posts photos of outfits and pieces she finds at market and asks users to vote whether they would or would not like for the company to sell them. It allows customers to not only tap into their inner stylists and voice their opinions, but also to have the opportunity to customize the boutique to their preferences.
• Unique advertising: With 7% of revenue coming from its physical location, the company has begun to creatively advertise in a way that drives traffic towards it. A recent method was to have the store "take over" the Instagram. Throughout the day, models wore various outfits sold by the store and took photos at landmarks in Athens. Not only did this provide styling tips and show outfits in "real time," it solidified the company's pride in its Athens presence.

There are honestly so many more points that can be made about RDB's social media strategy, but these are the main focuses. The lesson here is that the company focuses on branding and consistency. All posts, no matter how different or unique, always follow the same principles, solidifying the positioning of the company's brand in customers' and fans' minds.

On Effective Content Marketing

This week's blog post features a discussion about an article originally posted on Inc.com, entitled "3 Rules for Content Marketing Promotion". The article discusses three of the biggest things to keep in mind when developing a content marketing strategy so that the company fully utilizes the opportunity. This is an area in which many companies fail, so let's take a look at what can be done to improve the quality of their content.

The first suggestion is "Promotion starts with audience and media research." I've never understood why someone wouldn't start with this. Knowing your audience and knowing what they want to read or see is the first step towards developing relevant content. Details are important: what is the target demographic? What are they interested in?  Understanding these details and answering such questions help provide a stepping stone to choosing the best content.

The second suggestion is "Focus on creating utility." This is the logical second step. Once you have developed an understanding of the audience and market, it's time to create a content strategy. This is the stage in which it's most important to consider what is useful to the audience. Ask yourself: What resources and knowledge do we have that our audience would find interesting? Recall that your focus should be on solving the user's problems, not just posting content that's related to your product or service.

The final suggestion is "Promote your content as a contribution." This is extremely important in maintaining a strong readership. Too many companies make the mistake of using content marketing to drive sales. While it is a tool ultimately used to drive them, the immediate focus is on how it can benefit the user as a resource. If every channel is used to sell sell sell, it's going to cause the user to become disinterested.

There are many other important factors to keep in mind when approaching a successful content marketing strategy, but these are the overarching goals that should be kept in mind throughout the process. Content marketing, when used correctly, can be a huge contributor towards stronger brand loyalty -- but in order to achieve this, it must be done right.