Content marketing for beginners: The ten most important hurdles
Editorial
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January 12, 2017
Blog posts, infographics, surveys or video contributions - the possibilities of creating appealing content for the target group and thus drawing their attention to one's own brand or a specific product are very diverse. At the same time, the importance of content marketing is increasing more and more, as the first contact with the customer is no longer made through advertising materials, but through content with an emotional appeal. In order to make the most of the content marketing potential, it is important to consider some important steps from the very beginning and to avoid possible stumbling blocks. The Online marketing agency Löwenstark presents these with the help of a 10-point plan:Hurdle 1: Clearly define goalsBefore a content marketing campaign can begin, the objective must first be clearly defined. "Generating reach, for example, is a short-term goal, while a longer-term content marketing strategy should be planned to support search engine optimization as well as customer retention and lead generation," explains Marian Wurm, Managing Director and content marketing expert at Löwenstark. Depending on the target definition, the strategy must be structured accordingly.Hurdle 2: Always keep an eye on the target group The second step in finding a strategy is the target group analysis, because only those who approach the right target group with the right approach can successfully market their products or services. For this purpose, it should be clarified, for example, who would buy one's own product and what reasons entice them to buy it. "The target group must always be kept in mind when planning and creating content. The best content will not be effective if it does not appeal to the target group," explains Wurm.Hurdle 3: Focus on added value for the customerHowever, anyone who wants to be successful with content marketing must not only think in terms of target groups, but also offer content with added value. "The content must be useful and exciting - only then will it attract enough attention from the target group. Website operators can inspire and inform their target groups by commenting on trends, providing helpful advice tips, or providing eye-catching visuals. It's particularly effective if you use original content to encourage customers to interact," says Wurm.Hurdle 4: Calculate time management and costs correctlyEspecially at the beginning of a content marketing campaign, website operators often underestimate the effort and costs behind it. "The creation of high-quality content is very time-consuming and should never be done 'on the side'. In addition, at the beginning many calculate the costs too low depending on the type of content - surveys, infographics, video contributions. Beginners in particular often make a fatal mistake here and cut costs at the expense of quality," explains the content marketing expert from Löwenstark.Hurdle 5: Working across departmentsContent marketing is not a "one-man show". Within a company, it is important to break down "silo thinking" and work across departments. Although the content marketer must be a specialist, he should nevertheless coordinate and cooperate with the other departments. Marian Wurm knows: "Integrative work together as a team is the key to success here and enriches strategic planning."Hurdle 6: Visualize the planning processAnyone starting out with content marketing can quickly lose track of campaigns and content. Therefore, it is advisable to visualize the planning process with the help of checklists and editorial plans. "The flow should also include a schedule for creating and going live with each campaign to make it easier to stick to the intended execution," Wurm recommends.Hurdle 7: Give quality priorityClass instead of mass. Content marketing in particular focuses on addressing customers in a targeted manner. Website operators should therefore take sufficient time for their campaigns and pay attention to high-quality content. "It's no use showering customers with content if it's not good. It is much more promising to provide the target group not constantly, but with really suitable and informative content," says Wurm.Hurdle 8: Analyze successOnce the first content marketing campaign has been launched, the website operator can start the first analysis - e.g., a reach assessment via Google Analytics. If the first content works, it should be expanded further. "It is important to always monitor the success through the content. If certain content does not achieve the desired result, it is then possible to react and revise the content strategy," recommends the Löwenstark expert.Hurdle 9: Integrate social mediaShare and retweet once, please! The use of social networks is widespread. Therefore, their integration into content marketing is highly recommended. Wurm says: "Good content spreads almost by itself in social media. The reach generated via Facebook, Twitter and Co. is sometimes very high. More and more new customers are being acquired via social media these days."Hurdle 10: Use email marketing in a supportive wayWebsite operators can use e-mail marketing to distribute their own content. "In order for the content to be distributed via e-mail, a distribution list must first be built up. Once this has been done, the high-quality content can be distributed in a newsletter or in a proper e-mail campaign to ensure a broad readership," explains Wurm.
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Blog posts, infographics, surveys or video contributions - the possibilities of creating appealing content for the target group and thus drawing their attention to one's own brand or a specific product are very diverse. At the same time, the importance of content marketing is increasing more and more, as the first contact with the customer is no longer made through advertising materials, but through content with an emotional appeal. In order to make the most of the content marketing potential, it is important to consider some important steps from the very beginning and to avoid possible stumbling blocks. The Online marketing agency Löwenstark presents these with the help of a 10-point plan:Hurdle 1: Clearly define goalsBefore a content marketing campaign can begin, the objective must first be clearly defined. "Generating reach, for example, is a short-term goal, while a longer-term content marketing strategy should be planned to support search engine optimization as well as customer retention and lead generation," explains Marian Wurm, Managing Director and content marketing expert at Löwenstark. Depending on the target definition, the strategy must be structured accordingly.Hurdle 2: Always keep an eye on the target group The second step in finding a strategy is the target group analysis, because only those who approach the right target group with the right approach can successfully market their products or services. For this purpose, it should be clarified, for example, who would buy one's own product and what reasons entice them to buy it. "The target group must always be kept in mind when planning and creating content. The best content will not be effective if it does not appeal to the target group," explains Wurm.Hurdle 3: Focus on added value for the customerHowever, anyone who wants to be successful with content marketing must not only think in terms of target groups, but also offer content with added value. "The content must be useful and exciting - only then will it attract enough attention from the target group. Website operators can inspire and inform their target groups by commenting on trends, providing helpful advice tips, or providing eye-catching visuals. It's particularly effective if you use original content to encourage customers to interact," says Wurm.Hurdle 4: Calculate time management and costs correctlyEspecially at the beginning of a content marketing campaign, website operators often underestimate the effort and costs behind it. "The creation of high-quality content is very time-consuming and should never be done 'on the side'. In addition, at the beginning many calculate the costs too low depending on the type of content - surveys, infographics, video contributions. Beginners in particular often make a fatal mistake here and cut costs at the expense of quality," explains the content marketing expert from Löwenstark.Hurdle 5: Working across departmentsContent marketing is not a "one-man show". Within a company, it is important to break down "silo thinking" and work across departments. Although the content marketer must be a specialist, he should nevertheless coordinate and cooperate with the other departments. Marian Wurm knows: "Integrative work together as a team is the key to success here and enriches strategic planning."Hurdle 6: Visualize the planning processAnyone starting out with content marketing can quickly lose track of campaigns and content. Therefore, it is advisable to visualize the planning process with the help of checklists and editorial plans. "The flow should also include a schedule for creating and going live with each campaign to make it easier to stick to the intended execution," Wurm recommends.Hurdle 7: Give quality priorityClass instead of mass. Content marketing in particular focuses on addressing customers in a targeted manner. Website operators should therefore take sufficient time for their campaigns and pay attention to high-quality content. "It's no use showering customers with content if it's not good. It is much more promising to provide the target group not constantly, but with really suitable and informative content," says Wurm.Hurdle 8: Analyze successOnce the first content marketing campaign has been launched, the website operator can start the first analysis - e.g., a reach assessment via Google Analytics. If the first content works, it should be expanded further. "It is important to always monitor the success through the content. If certain content does not achieve the desired result, it is then possible to react and revise the content strategy," recommends the Löwenstark expert.Hurdle 9: Integrate social mediaShare and retweet once, please! The use of social networks is widespread. Therefore, their integration into content marketing is highly recommended. Wurm says: "Good content spreads almost by itself in social media. The reach generated via Facebook, Twitter and Co. is sometimes very high. More and more new customers are being acquired via social media these days."Hurdle 10: Use email marketing in a supportive wayWebsite operators can use e-mail marketing to distribute their own content. "In order for the content to be distributed via e-mail, a distribution list must first be built up. Once this has been done, the high-quality content can be distributed in a newsletter or in a proper e-mail campaign to ensure a broad readership," explains Wurm.
