“Quality content is far more important than just producing content for the sake of producing content.”
If you’re a business with an online presence, content marketing is critical to growing your business and building relationships with customers, which can have a direct impact your bottom line. In fact, creating quality content that is both relevant and useful to your audience can be the difference between being seen as a trusted leader in your field and being ignored.
Too many organizations make the mistake, however, of not creating a sound content strategy, which inevitably leads them to making costly mistakes that confuse – and lose – potential clients.
My guest on today’s episode of the Grow My Revenue Business Cast is content creation expert Ahava Leibtag. Ahava helps businesses develop strong, coherent content strategies that allow businesses to showcase their expertise online and be seen as leaders in their industries.
Today, we cover the common mistakes businesses make when developing their content strategies, why it’s important to have a designated person leading the charge, and the number one thing to consider when creating content for your organization. I know you’re going to love this talk, and you’re going to learn a ton on today’s edition of Grow My Revenue!
Listen to this episode and discover:
- What common mistakes companies make when creating content strategies.
- Why having a content strategy – and someone to lead the effort – is so important.
- What the number one thing to consider is when creating content.
- The five questions companies should answer when creating content strategies.
- When and where to draw the line between content creation and self promotion.
- How asking (the right) probing questions will help companies understand their customers’ issues better, which leads to better content creation.
- And so much more!
Before we get into the five questions companies must answer to create effective content strategy plans, Ahava and I uncover the biggest mistakes businesses make regarding content marketing. Although Ahava says she sees a lot of missteps, we talk about three in particular.
1. Companies don’t have a clearly-defined audience.
“It’s a problem I see over and over again,” Ahava says. “[Companies] really need to get down into the specifics of what people are looking for, why people are coming to them, and what they want to learn about [their company’s] products and services.” Once companies have a clear understanding of what customers want, they can determine how they can answer those questions the fastest way possible.
2. There is no designated point-person or executive in charge of content strategy.
“It’s one of the things that gets completely overlooked within an organization,” Ahava says. That is, until one day nobody knows what they’re doing, and all of the sudden they realize no one is responsible. “It’s too amorphous,” she says. Worse, content belongs to too many groups, which leads to confusing and inconsistent content creation. “Inconsistent content creates mistrust.”
3. Content is not about the company, it’s about the customer.
Too often, companies believe they are the hero, when really, the hero is the customer. Companies need to create content that focuses on customers’ issues, not just on their solutions. “Nobody care about you,” Ahava says. “Nobody cares about your brand. Nobody cares about your product until it matters to them… then they start paying attention like you wouldn’t believe.”
After discussing the biggest mistakes in content marketing, we discuss the top five things that companies should ask themselves when creating content strategy. Before diving into strategy, Ahava always asks companies these five questions:
1. Who is your audience?
2. What is your brand?
3. How do you want to talk to them?
4. How do you want to sound?
5. Where and when do you want to say this?
“One of the clients we worked with had a 28 percent increase in social media traffic after we answered those questions, and they also had far less confusion among their content teams about how to write content,” Ahava said.
Also on today’s show, Ahava and I talk about how a company can effectively identify their audience, and the number one question an organization should be asking with regard to content creation. Tune in for all of that and more on today’s Grow My Revenue with Ahava Leibtag.
Also Sponsored By:
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If you enjoyed this session with Ahava Leibtag let her know by clicking on the link below to send her a quick message on LinkedIn or Twitter:
What’s On Your Mind
As always, this episode provides inspiration, entertainment, and especially an actionable message that can drive remarkable results – and if you have any questions for a future episode, contact me.