Content Marketing: Mistakes that affect customer engagement

[shammis606]

That marketing that forced the consumer to buy without thinking about their needs is dead. Now we live in an interconnected world, in which we have direct contact with the customer's tastes, so it is no longer necessary to bother them by forcing them to see an advertisement with information that is irrelevant to them.

Nowadays, the goal is to enamor users by delivering content based on their preferences, so that we can be sure that they will consume what they really want. This is what Content Marketing is about: “attracting according to the preferences of our audience.” Based on this premise, we will discuss the most common mistakes that affect customer engagement when using the technique inappropriately:

Ignoring your audience
Mistakes that affect customer engagement

It is important to analyze who you are writing for, this is the usages of car owner database fundamental principle to delight clients, once you have clear the relevant points that define your target audience, you will be able to create material that they will love. You can use tools like Google Analytics to support you with the current statistics of what has been developed, but it is also important to investigate directly with users to understand who they are, what they do and what they care about.

Taking away control and freedom from customers


When content is personalized, it is assumed that it has been designed based on the user's preferences, but when capturing such information, care must be taken not to cross the line between the consumer's privacy and their will. It is at this point that levels of control over the customer's privacy must be guaranteed and they must be allowed to fill out eye-catching forms so that they can spontaneously empty data. In this way, the segmentation process is less invasive.

Do not personalize content


As mentioned, creating content that users can identify with is essential in the development of Content Marketing. Therefore, it has to be relevant and based on what they have shared when interacting with the different contact points of the channels you have active to promote your business. For example, you can evaluate what type of content customers are attracted to on your social networks and thus generate all the information that adapts to their reality.

Creating the same content for multiple channels


Each medium behaves differently, as they obey the behavior of their users. Those who are on Twitter are not necessarily on Facebook, so you must make sure to generate different content depending on the channel, remembering that you do not need to be on all social networks , so do not wear yourself out duplicating material that will not be shared, just focus on the style of the audience according to the network.

Creating content and forgetting to plan it


This is a common mistake that affects engagement. To generate relevant material , it is important to design it based on the business objectives and the established strategy. You will achieve customer loyalty through constant work, which must be organized through publication calendars, thus maintaining order and coherence in your messages.

Not having a defined strategy


If you don't create a specific Content Marketing tactic, you won't be able to measure your results and what isn't analyzed isn't controlled, so it will be difficult for you to understand what's working and what isn't, and it will be difficult to achieve engagement without having a clear focus. Some of the activities you can carry out will be to generate and analyze content formats (videos, articles, infographics), monitor target audiences, establish workflows, etc.

Knowing these mistakes allows you to avoid taking actions that distance you from creating commitment with customers, so remember to establish a clear strategy and plan it so that all the content you generate is of quality, focused on the business target and aimed at achieving success according to the consumer preferences that you have previously analyzed.