not knowing who your target group is
The task that is most often missed is researching the target group. Many organizations immediately start brainstorming about implementation, even though they don't even know who to direct their content to. If you don't focus content on the target group, you run the risk that your audience will lose interest and attention. A waste of all your efforts, isn't it?
So before you start making a content plan, make sure you know who your target group is. By focusing on your target group in your content marketing, you'll discover which channels are most important to your marketing strategy. grownups over 50 years For example, use Facebook more often than TikTok. So you know that's where the focus should be. To increase your organization's discoverability, it's of course useful to stay active on every social media channel — but then you'll at least know which channel deserves the most attention in your content marketing.
use a strategy and plan ahead
New to content marketing? Then make sure you have a plan. Create an achievable content strategy and research, among other things, when your target group is most active on social media, so that you can respond to this.
Use a planning tool to keep track of what you're about to post, when it's posted online, and what has priority. Once you have everything on one platform, you immediately have a good overview. A commonly used tool for this is Notion. It is user-friendly and has multiple templates for good content planning. Also good to know: you can come up with a color coding system here, for example, to organize your files/ideas.
benefits of Notion
- Very user-friendly.
- Affordable pricing. You have a free version for one user, so if you have a sole proprietorship or if you want to organize your personal life. The paid version starts at $10 a month.
- You have multiple templates to choose from, which are also easy to edit.
Planning ahead can be a lot of work. So take the time to come up with content ideas, research what's going on on social media, develop the ideas, and so on. Consistent content publishing is a full-time job, so don't underestimate it.
transferring content
One of the biggest mistakes in content marketing is that organizations sometimes appear too pushy and promotional. This causes your content marketing to become an advertisement and you want to avoid that. Your customers are most likely not waiting for that — although, of course, there are always exceptions.
ensure consistency in planning
When it comes to content marketing, it's important to be consistent in your content planning. Consistent content makes you credible, builds trust, and boosts your reputation. This is in line with planning ahead. Once you plan ahead, it's easier to make sure you stay consistent.
keep track of your performance
Not taking the time to assess performance can be very bad. Without looking at the data, you don't know what works — and what doesn't. If a piece of content performs well, you can find a way to reuse it or focus on that specific tactic. If something doesn't work, you also know right away that you shouldn't use that method anymore.
To track your performance, you can use Google Analytics and SE Ranking. To keep track of Instagram's statistics, the software from Hootsuite the necessary insights.
content goals
By content goals To represent your organization, you know exactly what to work towards. Chances are, producing content without a clear goal won't do much for your brand. That's why it's important to set goals with associated KPIs.
