You may think you’ve got content media marketing covered. After all, you have accounts on all the big social media platforms, and you’re engaging with your customers when they post or ask questions. But if you think that’s all there is to content marketing, you’re missing out. To evaluate whether you need more content marketing, you need to understand the difference between social media and content media. Content media marketing is about creating materials that can provide information and entertainment to your customers to keep them interested in your brand. Social media is about customers communicating and interacting with your brand. Content Media is what they are communicating about.
Your Website Isn’t Getting Enough Traffic
One of the surest ways to tell that you need to focus more on your content marketing is to analyze your website traffic. You may frequently post on social media, but if your content isn’t engaging for your customers, they’re not very likely to follow the links to your site. Your social media platforms help to distribute your content across a broad spectrum of potential customers, but it is the desirable content that will get them to click on links that will take them back to your site where you can lead them to more inbound marketing.
You Don’t Have a Content Media Budget
If you aren’t investing in quality content, you probably don’t have quality content. The content that you present to your audience needs to be professional, interesting, and tailored to catch the attention of your target market. The cost might seem prohibitive but good content can pack a hefty ROI. If your budget is already strapped, consider renting out spare office or storage space on a community sharing site, and then putting that money towards a content media budget. Even a small increase in quality can bring in more potential customers.
You Don’t Understand Your Content Strategy
Having a good content media marketing strategy is critical to a successful campaign. If you can’t state your plans and explain them to an investor, chances are you don’t really have a strategy and you probably need one. You don’t need to be an expert, but you do need to have a basic understanding of what your goals are and how you plan to achieve them. You can leave the details to a marketer, but if asked, you should be able to answer some simple questions about it.
You Don’t Have Anyone Making Content
Quality content doesn’t make itself. If you’re posting on social media, you should be confident that the content you’re providing to your customers and potential leads is valuable, informative, and worth their time to consume. If it is, they’ll share it with others. Creating good content isn’t a 5-minute task that you can do yourself or throw at an intern. If you don’t have someone on staff that can make the quality content you need, you can consider hiring a freelancer to do it for you.
Your Customers Aren’t Viewing Your Content
Even when they’re following your page and buying your products, that doesn’t mean that they are taking the time to read your blog posts or watch your videos. And if they aren’t viewing your content, they’re probably not sharing it either. They key to good social media marketing, is having good content. Your analytics software can help you hone and refine your content based on which pieces garner the most views. Once you learn which bits of content work for your audience, you can better understand what they are likely to view in the future and create more like it.
Your Customers Aren’t Engaging with Your Social Media
If your followers aren’t sharing your posts, it means that you haven’t given them content that they deem valuable and want to pass along to their friends. If your customers aren’t following, sharing, and commenting on your posts, then your content isn’t engaging enough to pique their interest. Good content should elicit conversation and questions. If your posts aren’t stirring up some motivation among your followers and current customers, you’ll need to revise the content that you’re producing to engage them.
You Aren’t Attracting New Customers
A lack of new customers is another sure sign that your content media marketing is lacking. Good content is information that your customers find worthwhile and will share with their friends and followers that will introduce potential new customers to your brand and draw them in. Good content will also help to sell potential customers on your product. It will show them the benefits that they can gain from your product or service and explain why yours is better than your competitors. Use your content to distinguish your brand from the competition.
If you’ve been skating by without investing in quality content, you’re missing out on a significant return on investment. Remember that while social media marketing is important to growing your business, it’s equally important to ensure that you are producing high-quality content to be shared on your social media platforms.
Emma Lewis is a loving mother, a devoted wife and a part of the team supporting Spacer – a company helping you find storage space whenever you need it. Emma is also a staunch supporter of the sharing economy and often mentions its benefits.