Branding is to business as oxygen is to life: one cannot exist without the other. A company that fails to create an established brand will fail to be competitive. Some try content marketing services with the hope of boosting their online presence, but instead hurt their online brand. Some of the common mistakes include:
- One off writing concentrated effort: Many businesses do not think about content marketing as a long-term task, but rather as a quick spin to get some leads. Effective content marketing will take years to build an online reputation. This is only possible if you are spreading your message across various platforms in different forms instead of relying on a one page sales letter or article to do so.
- Lack of focus: Generic, poor quality content is often used to for linkbuilding purposes. This approach is WRONG. High quality content should be used for on-site and off-site search engine optimization. Smart freelance content writers know that generic content that does not answer a specific need will fail to reach potential clients and convince them to buy your products.
- Single road approach: Google is the most popular search engines and most people often forget that Yahoo! and Bing also exist. As a result, all their SEO content writing is done with Google in mind. However, the Yahoo! Bing Network has more than 153 million searchers. Put simply, you fail to reach 153 million potential clients when you concentrate your efforts solely on one search engine.
Content marketing should be done to preserve the reputation of your brand and ensure that the needs of your clients are being met. It should not be done blindly with the sole aim of getting backlinks and improving page rank. A client- centric approach is never wrong.