Working with inexperienced marketers can save you a few hundred dollars, but it also greatly affects the outcome of your content marketing expenditure—and with it your revenues. Regardless of the scale or size of your business, you need to work with a digital agency that understands your industry and your specific business niche and has the experience and resources to pull off a superb content marketing campaign for your brand.
That said, it can be tough for a small business with budget limitations to find a good agency that’s also affordable. Because of the common misconception that full-service agencies are way too expensive, local businesses often end up hiring inexperienced or newbie marketing professionals (or agencies) that don’t have the know-how and expertise to handle complex digital campaigns.
While it may be a good idea for you to have a small in-house team to handle your brand’s social media and corporate communications, the big stuff is best left to the experts.
To give you a heads up, here are three common content marketing mistakes brands make when they try to do too much on their own.
Not having a strategy with clearly defined goals
Not taking the time to plan a content marketing strategy is a common mistake made by inexperienced marketers, which leads to unorganized and haphazard production of content that can’t be trusted for being truly in line with your business goals.
While most marketing professionals realize the importance of planning in creative content management, few stick to a step-by-step approach, which results in marketing that lacks a clear direction and purpose and therefore fails to serve your needs.
Irrelevant and inconsistent content production
Content marketing is a specialized field of work that requires dedicated and ongoing work by your agency. A very common problem with small-business digital marketing is the lack of quality content that targets a specific audience and entertains or informs the reader without sounding like a sales pitch.
Aside from being share-worthy, everything that your marketing team creates, from blog posts to videos to infographics, needs to adhere to a consistent production plan to keep your audience hooked. Unfortunately, this does not happen with small-time agencies owing to lack of a solid strategy.
Hiring a professional, reliable and well-regarded digital agency, such as the blogging outreach service OutreachMonks, ensures that your brand is in safe hands and you get your money’s worth.
Poor promotion followed by lack of analysis
Even the best content needs to be marketed to be seen by your prospective readers. And a good content management company will ensure that the content they create for you is promoted on right platforms suited for that type of content.
Content is useless if it’s not shared, but someone who produces great content may not be equally well-equipped to take it to the right audience. And if they can’t do that, they won’t be keen to track the campaign’s progress, draw insights and share them with you, the client.
Jason Brown is a passionate content writer working with Submitcore. He is also an expert in inbound marketing and lead generation.