29 October 2012 9 Comments

Content marketing: 4 reasons why you are failing woefully

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


 Content Marketing failures, Why content marketing failsContent is the holy grail of marketing today. Content is not cheap. Content is really hard work and it will bring blood out of the brand custodians, Communicators’ nose. But the good thing is that when victory is gotten, the sweat will worth it. When heavy Weight boxers fight, sometimes we wonder why not quite with a bleeding nose! Yet many of them know the secret is in hanging on, applying right tactics or moves. Contents help visibility, engagement, market and thought leadership, lead conversion and more importantly boost corporate and personal results.

For about seven years, I have been involved in online content publishing and to be honest enough, I have evidence for a hard work. I must acknowledge a recent approach and passion for change is driving the need to push the limit and invest in new opportunities that can enhance my result. Like Oprah Winfrey once said ‘books give me wing to fly and blew my horizon’, we need to inject our small brains with new stuff. I am on a partial holiday and was considering what best way to enjoy the time, I settled for books. One of the latest additions to my library is Content Is Currency by Jon Wuebben.

This book is mind blowing and it has inflated my knowledge. It is not a wasted investment. The knowledge gained may not be entirely new but the change in perspective it will bring may be the icing on the cake. This book comes with a strong recommendation from me to anyone who is serious about making a serious and strong impact in our ever-changing online world. Peradventure you cannot get the book, stay tune to this community in the next one month as I will be sharing insights from the book. Hope Jon will send me a gift for this. This is on the lighter side though as he owes me nothing.

Content is Currency, Jon Wuebben, Content Marketing, Social media success, SEO, Social Media Optimozation, Online Brand Visibility Jon Wuebben defines content marketing as ‘acts or sharing tips, ideas and other value-added information as a means of converting prospects into customers and customers into life-long, repeat buyers. Utilizing the power of opt-in permission (not command and control) to deliver content via e-mail, RSS feeds, social media channels and methods’. A major reason of content marketing is for the publisher to become a valued resource to hundreds and thousands (quality and quantity is important also) of people who want to buy (engage with your cause). More importantly, you should build trusted allies who passionately believe in what you represent-(All bold italics mine).

So have you gotten swollen hands without good results in content publishing, here are four essential knowledge or oversights that may be lacking.

Keyword irrelevance: Many are not aware that success starts from keyword usage. There are long tail and short tail keywords. Beyond this, many are pushing content with irrelevant keyword which do not represent them or may not know what works. This is starting without a vision. You may push content for thirty years that way and have no result. Know and work your keywords.

Thinking social media is for boys: Many got the keywords right but unfortunately still think social media is for the small boys. So they do not utilize social tools to promote and attract relevant audience to the content. How will they know except someone tells them is a strong biblical principle and we  know it works here if applied.

Your website and Google: the joy of owning a website today and wanting to do it by myself has robbed many of the benefits they stand to gain if they invested little money in their websites. Success bar with content marketing may be raised if the website/brand central hub is registered with Google

Staying within your chambers and cocoon: many also carry erroneous believe they are great content curators and people must find them out and relate with them. It does not work that way here. You must break free from your shell, go out there and make solid relationship. Success begins when people like you before they will like your content.

Stay tune, we will continue in the next post. Meanwhile share this on all available social tools, like it and e-mail it to your friends.

9 Responses to “Content marketing: 4 reasons why you are failing woefully”

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