What are the most common problems encountered when promoting content in Content Strategy?

Once you know what you wish to offer, to whom to offer, when you need to offer, it will be easier to exercise right efforts to make it popular. Every content is not meant to drive conversions. Some of it is purely informational, or an announcement about an important event, or a public disclosure circulated in public interest, technical documentation to match the development efforts, with technologies in demand, and client's expectations. Sometimes a piece of content is meant to build loyalty, measure success, or acts as a key performance indicator (KPI) that sums up an organization's key stakeholders and their efforts. Having a clear idea of what you wish to achieve helps align overall content strategy with business goals.

Begin by outlining the purpose of the content: whether it's to increase brand awareness, drive website traffic, boost engagement, or generate leads. Identify the target audience and their needs to tailor content accordingly. Set measurable key performance indicators (KPIs) such as website visits, conversion rates, or social media engagement to track success. Ensure alignment with broader business objectives, ensuring each content piece serves a clear purpose. Regularly review and refine these objectives based on analytics and evolving audience preferences to maintain relevance and effectiveness.

How to set clear goals for your content creation strategy: ? Define Purpose: Clarify why you're creating content—be it education, entertainment, or engagement. ? Know Your Audience: Tailor content to match audience preferences and demographics. ? Set Clear Metrics: Establish achievable, measurable goals for tracking content success. ? Realistic Targets: Align goals with resources and set achievable targets within a timeframe. ? Use a Calendar: Plan content creation and distribution for consistency and relevance. ? Prioritize Quality: Focus on creating high-quality, valuable content that resonates with your audience.

One reason for unclear content objectives is when there isn't a north star (the business goals). Often, the team forgets or neglects to consider business goals when setting communication objectives. Hone in on the business goals, and work backwards to identify the communication objectives. Often, this is the stage where there would be a myriad of outcomes that the team wants to achieve. And it is also at this stage that prioritisation becomes a key activity. In short: 1. Bring up the business goals in a content/communication objective-setting meeting 2. Idea dump all the various objectives to help achieve the business goals 3. Align the objectives to the respective goals 4. Eliminate and prioritise the objectives

For your content objectives, please look beyond the silos. Content is not only for marketing; it also has a huge impact on employer branding, and customer care also uses the content on a daily basis. And let's not forget about the content needed by corporate comms and PR. Content is the 'new social'. Remember the days that we didn't know what to do with social as that touches upon all silos? Same for content. Don't hide it in Marketing. The objective of content in the end it to contribute to the business, that is supported by marketing, sales, customer care, corporate and HR.

Otro de los problemas asociados a la investigación de la audiencia es el desconocimiento de las dinámicas propias de redes sociales en perfiles técnicos. Muchos líderes se niegan a escribir en lenguaje simple y claro por miedo de que se los considere menos expertos en su área. Es importante tener en cuenta a las audiencias y a la economía de la atención cuando producimos contenido, ya que estamos compitiendo por una atención que es cada vez más cara y escasa. Si un contenido no resulta atractivo, no lo verá nadie.

Knowing your audience is essential for effective content strategy. Spend time doing surveys and research on new content trends across the various age ranges. Speak to people and conduct observations by experiencing for yourself the content that already exists on the various platforms. For example, the audiences on a platform like TikTok might vary very differently from a platform like YouTube where TikTok users would typically have shorter attention spans as compared to YouTube audiences who are there for long-form video content. Knowing what your audience wants and expects, and making use of the right platforms to provide them with a seamless content experience is key to any successful content strategy.

Without doing audience research you also can't speak their language. This means you won't create content with keywords that they will search.

Visibility can be a big challenge in content strategy. How do you make sure that people see what you have put out? Optimization. Start by creating content that matches the search intent of your audience and optimize with long and short-tail keywords to improve organic ranking. For social media, jump on trends and include relevant hashtags for higher reach. Keep testing until you find something that is connecting with your audience.

Optimizing content is critical because it allows businesses to maximize their online visibility and reach their target audience effectively. When content is optimized, it is more likely to rank higher in search engine results, making it easier for potential customers to find. By incorporating relevant keywords, creating high-quality and engaging content, and ensuring technical aspects such as page load speed and mobile responsiveness are optimized, businesses can significantly improve their organic visibility.

Having a limited content promotion budget can really impact a marketing campaign's success. It's crucial to focus on one specific area of promotion rather than spreading the budget too thin. By concentrating resources in a single strategy, like social media ads or influencer partnerships, businesses can make a bigger impact and gather valuable insights for future campaigns. This focused approach allows for more efficient use of resources and can help small budgets go a long way in reaching the target audience effectively.

Content promotion is often used to inflate vanity metrics because there's a yearly target that must be hit. But the problem is vanity metrics often reflect content that is popular with peers instead of customers. So you can't be purely data-driven here. You need leadership balancing the needs of peers versus customers.

Adding to this, please make a difference between management KPIs and daily management metrics. Reach, clicks, and engagement are more of a vanity metric. How overall content efforts and investments contribute to the business in the longer term is more a managerial KPI. Rule of thumb for content KPIs, the more you have to zoom out to track progress the more it's a key performance indicator, e.g. your SEO ranking. The more you can measure on daily or weekly basis, the more it is a metric and not a KPI.