Three Mistakes to Avoid in Content Strategy and Relationship Marketing

An essential part of growing your business is to have a solid content strategy that revolves around your relationship with customers. It’s a bit of a rocky ride, but avoiding these three pitfalls below can help you drive smoothly towards a long-term, profitable return-of-investment.

Mistake #1: Not focusing enough on your content.

An effective content strategy needs to be in harmony with your customer’s interests and needs. It should be able to strike up engagement, build trust, and fortify your brand’s credibility. Identify your objectives and audiences. Rather than mere quantity, you should focus more on creating meaningful content that will invite your customers to engage with your business, accessible through many different platforms.

Mistake #2: Not targeting content to your customers.

Increased relevance is increased response. Rather than simple clicks to your content, it is more profitable for your business’ brand recall to encourage consumers to talk about you. Rather than promoting your business to a wide range of people who are not investing in what you offer, it is better to target a group of people who actually do.

Mistake #3: Limiting your content’s omnichannel scope.

Omnichannel is about making sure that a customer receives a smooth, seamless experience across every channel. No matter what time they talk to you, through whatever platform for whatever reason, they should feel the cohesiveness in their experience. This means that the satisfaction should not only be present in their shopping experience, but also in receiving your emails, reading your blogs, or dropping by with a product review. Every interaction that your customer has with you should be one complete experience.

Overall, it all boils down to the eternal goal of one-on-one marketing: sending the right messages to the right people through the right channels.