Content marketing is a strategic marketing approach focused on creating and distributing relevant online content for a clearly defined target audience.1 Companies of all sizes across various industries turn to content to foster brand awareness, educate audiences, and generate revenue.
Content marketing revenue reached nearly 66 billion U.S. dollars in 2022, and according to the latest forecasts, the content market industry is set to double revenues by 2026.1 Content marketing is also a great way for companies to increase online traffic and bring in high-quality leads.
Neglecting Industry-Specific Themes
While infrequent or inconsistent publishing can leave your audience feeling confused and out of the loop, the same goes for neglecting to acknowledge events, holidays, or dates related to the hearing industry.
Publishing content for industry-related annual events such as Better Hearing and Speech Month each May or World Hearing Day helps establish you as an industry expert.
Not Focusing On Quantity Over Quality
During a survey carried out in 2021 among marketers from across the globe, improving the quality of the content was named the most effective content marketing tactic. Around 55 percent of respondents said it helped them the most to make their 2021 content strategy more successful.2
Being Overly Promotional
Content shouldn’t be consistently pushing sales or services directly. Constantly bombarding your audience with promotional content is only going to turn them away. Check out our blog post “Facebook Content Ideas For Your Hearing Practice” for some fresh content themes and ideas.
Not Understanding Your Audience
According to a 2015 study by IBM, 63% of customers don’t feel understood by the brands they love. The study further explained the massive gap between what businesses perceive about their consumers and what their customers actually want.4
When creating content for your business, you need to consider who the target audience is, and what needs to be included in your content for them to find it relevant or useful.
Forgetting to Proofread
While “to err is human,” you can help avoid making too many spelling and grammar errors by thoroughly proofreading all content before it’s published. We recommend using spelling and grammar extension programs. There are many available today that can be used to review spelling, grammar, punctuation, clarity, engagement, and even delivery mistakes.
Not Creating Reusable, Multi-Channel Content
60% of marketers reuse content two to five times, but only 29% actually have a strategy for doing so.3
When creating content, consider how pieces can be mixed and matched and used in different ways. For example, a hit Facebook post on summer hearing aid hazards can later be used as a theme for an email campaign or a blog post.
While you shouldn’t spread your resources too thin trying to manage every single marketing tactic on every available channel, it is important to diversify your approach and target at least a handful of different avenues.