You want to give the right recipient the feeling that you are the right provider for them. To do this, you need content that is relevant, comes at the right time, triggers emotions, deepens relationships, triggers actions...
Solution: Even if you know your target groups well, that doesn't mean that you are actually translating this into the right content. If you aren't sure whether this applies to your content, take a closer look at the content traffic light.
Here you will find detailed instructions for using the content traffic light with infographic and video.
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Mistake #6: Nobody knows you have something to sell
Do you operate the most comprehensive topic portal on your specific field, with a lot of high-quality content? But there are no clearly visible signs that you also sell relevant advice and/or products?
Then many visitors will probably appreciate the content, but will not easily come up with the idea of asking for paid services themselves.
Admittedly, there is a fine line between too much and too little self-promotion, especially in content marketing. Please also say goodbye to the idea that you can please everyone.
Solution approach: Experiment with different content and forms. To do this, establish a targeted success measurement beforehand. Ask selected target customers for feedback.
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Mistake No. 7: You advertise too much
Admittedly, the line between too little self-promotion (see previous point) and too much is very thin. But very few people want overly aggressive advertising instead of valuable content. If you're really good, you don't need to woo customers or come across as overly blatant and sales-oriented.
Approach to the solution: Finding the right balance requires specialist knowledge and strategy, as is always the case in professional communication. Often, the internal view is not enough to judge the effect on others. Ask outsiders for their external image.
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Mistake No. 8: Customer Journey? None!
Someone has read, heard or viewed one of your pieces of content. Their interest linkedin data has been aroused.
But have you also decided what should happen next? Is there a call to action, a planned follow-up action? And if there is one, are too few people still following the planned path?
Only if you know who comes from where, when and where the journey on your website or in further contact leads, can a potential lead become a customer.
Solution approach: Work on integrating your content marketing better into your overall communication. This also includes planning the customer journey. The content traffic light can also help here; see in particular the seventh criterion: interaction .