After much struggle, after having read hundreds of posts on the Internet and having bought a book plan, you have managed to strengthen your international marketing with a Content Marketing strategy in your company. You have a blog or a current affairs area. You have convinced your team to send you frequent information and you have an update schedule that you follow more or less to the letter. But something is happening. And not what you were promised. International visits are not taking off and leads are not coming in. What is happening?
Well, I hate to be the one to tell you this, but are you sure your content is good enough? Don’t take it personally. It’s not. We assume your content is well-written, coherently crafted in the correct language and corrected by a native speaker (that should always be the starting point, don’t forget). So what else could have gone wrong?
If it’s any consolation, a lot of things. When it comes to content, there are quite a few aspects that are often overlooked and that can cause a company with a good product and a good predisposition when it comes to producing content to be unable to get its strategy off the ground. That’s why we wanted to list the ten most common mistakes here, so that you know how to identify them and can plan a content strategy that avoids them.
Do you have the right team? You don’t have to do everything in-house
You don’t have to outsource everything either. The key is balance. You know your sector and your clients. But a team of digital journalists like ours, who are used to writing in the language of your new market, can help you tell your story through different media. Don’t be afraid to ask, to seek help. Invest all the time you need to put together the pieces that your content strategy needs.
Is there anyone who can answer for the content? : Teams work better when someone is in charge of getting them to work. There are calendars to prepare, KPIs to measure, reports to write. Someone has to take charge, be the leader and get everyone rowing in the same direction.
Do you know your sector well? When it comes to international content marketing, it’s not just about writing more and more lines of text. It’s about telling stories. And you won’t be able to provide relevant information if you don’t know the market you’re targeting and the specifics of how your sector operates in it. If you’re not up to date with the latest developments and customer needs, you’re blind. Information is the soul of content, the currency with which you buy attention.
Is your information reliable? : Something closely related to the above. Your content must be backed by data. And that data must be verified. It cosmetic photo editing must come from reliable sources. If there is one thing that can quickly ruin your content strategy, it is if your readers see inconsistencies in the information you are providing them.
Have you identified your customer’s needs? We cannot stress this enough
You are not important. Your products are not important. Your customer is important. Their needs, their doubts, their thoughts. Understand what they need and you will then be in a position to provide them with a solution they want to buy. Anticipate aolists their doubts through your content.
Are you giving too much importance to one channel? It is true that there are channels that are more important than others for the strategy, but why focus solely and exclusively on one of them? Each channel offers advantages, helps us reach a alb director type of audience and allows us to breathe new life into our content. It is good not to lose focus but also to use all the means at our disposal to give our content the greatest visibility. And even more so if we are talking about reaching new markets.
Is your content varied? In line with the previous point, using different channels means having different variants of content that suit the needs of the medium. A blog post works well on some networks, while an infographic will be more effective on others. In addition, each market has certain peculiarities when it comes to consuming information, so it is important to have different versions of our content in order to
What is the call to action? We should never lose sight of the fact that content is a means and not an end in itself. The goal is beyond that, we want our customers to go to our website, download our e-books, sign up for our newsletter and become part of our community. And they won’t do this if we don’t give them the opportunity to do so. Every piece we put out there on the web must include a call to action that will lead them to take the next step.