IT marketing is reliant on content just like most other forms of marketing. Nowadays, just about everyone is aware of the importance of online content, yet plenty of people make major mistakes. Let’s take a quick look at the common errors made when scaling a content marketing strategy:
A Reliance on Flawed Processes
Plenty of business owners and managers start out with nuanced processes that ultimately prove challenging to scale as time progresses. Scaling a campaign will be difficult if you rely on a couple of people to serve as marketers, accountants, administrators, etc. Technology is the answer. Once processes are automated, those boring tasks that chew up time will be completed surprisingly quickly. Automation frees up your team to solve complex problems that require human intelligence, as opposed to computer operations.
Insufficient Internal Resources
The average small to medium-sized business does not have infinite resources to tap into. Do not attempt to do everything in-house. Outsource particularly difficult and highly specialized responsibilities to outside personnel. Ally with a content marketing group for immediate access to writers and other content creators. This way, you will not have to pay salaries and benefits to in-house specialists. Your team will be able to square their focus on what they do best if you outsource content creation.
Failing to Maximize the Investment in Your Content
It is a mistake to simply post articles to social media, a blog, homepage, or other online platforms only to immediately move on to the next article. It is imperative you make the most out of each piece of content. As an example, an e-book or another long-form piece will generate significant interest in your offerings. You can get even more mileage out of such a long-form piece by summarizing e-book chapters with blog posts.
The Lack of a Distribution Plan
Creating content is only part of the IT marketing challenge. A solid distribution plan is the second half of the battle. Do not attempt to place your content on all channels. Zero in on the most important channels to start, establish a presence and gradually add even more avenues.
A Lack of Consistency
If your content is not consistent, your brand will suffer. Prospective and current customers are looking for a reliable company with true brand consistency. Even the subtleties, such as the language, used to describe offerings can make a massive difference in the way your business is viewed. So, do not rush to work with an array of partners and teams across numerous marketing channels. Such a haphazard approach will make your brand appear inconsistent. A style guide is the solution. Have everyone contributing content analyze and memorize your unique style guide. This way, all the subtleties of your content will prove uniform across blog posts, social media, homepage content and beyond.
The bottom line is that successful IT marketing requires more than an avalanche of content. The most successful content marketers are highly strategic. A strategic approach combined with a solid work ethic will ultimately prevail in due time.