Digital Insights

Content Marketing 3 Do’s and Don’ts


Published: May 21, 2013

It’s no secret that content marketing is a vital component of any digital marketing plan. But despite the importance of content in search engine optimization and search engine marketing, the various factors, deadlines and information surrounding content marketing can be overwhelming for even the most seasoned business owner.

Don’t: Rush the Process

The process of content marketing is time-consuming and rushing can often have a negative affect on the results. From beginning to end, taking the time to complete the proper research, develop a plan and coordinate implementation can yield successful results that managers, business owners and marketers alike can be proud of.

Do: Make a Plan

Creating a realistic plan from day one can help offer managers and business owners a clear understanding of expectations and what can be achieved throughout the process. In addition to highlighting realistic results, a clear plan can also establish a timeline that prevents misunderstandings regarding when a project will be streamlined and completed.

Don’t: Puff or Exaggerate Expectations Just to Please

Establishing clear expectations can prevent confusion later on by creating realistic ideas and goals. Exaggerating a plan or idea before it is completely realized can spell trouble for marketers by ruining credibility and creating unnecessary stress. Conveying ideas and the time that is necessary to fully complete such ideas will be appreciated by owners and managers more so in the long run than simply agreeing to an unrealistic timeline for the sake of time.

Do: Adequate Research

Creating a plan is useless without quality research and data to back it up. No matter how creative or imaginative an idea is, testing ideas and content on target audience members is vital to the success of any strategy. While a creative plan may be brilliant, backing up an idea with facts, data and research can help convince decision makers about the value and potential success of a plan.

Don’t: Lose Sight of the Foundations of Content Marketing

Creativity is important to keeping content fresh and exciting and drawing new audience members and interactions. Although creative ideas are one important aspect of content, staying focused on the foundational factors is equally valuable. Specific keywords, valuable information and establishment of authority are all vital factors associated with content marketing that can become lost in the jumble of wayward ideas.

Do: Track Results

Just as research is important to establishing a content marketing plan, tracking results can help marketers make tweaks and adjustments to a plan in order to seek the best possible results. Unforeseen results and reactions can be uncovered by looking closely as consumer reactions, interactions and feedback and making adjustments to the original marketing plan. In addition, tracking results can help future campaigns by giving marketers and business owners something to compare future efforts to as a method of measuring problems or successes