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Jonathan Wickham

3 Warning Signs Your Content Strategy is Misguided

Jonathan Wickham
3 Warning Signs Your Content Strategy is Misguided

“Content is king!”

We’ve heard it so many times, and we are all sick to death of it.

So why do they keep screaming about content being king? Because most businesses in possession of this knowledge still do it wrong.

Content isn’t king unless it’s remarkable content; it engages people, gets passed around the internet and takes on a life of its own. That’s about as royal as content can get.

What’s it take to have that kind of content? It starts with a plan. A strategy. Here are three signals your plan is headed for less than kingly status.

3 Warning Signs

Warning Sign #1: You Don’t Know Your Audience

A content marketing strategy is incomplete without knowing who you want to talk to. Your strategy should be guided by your buyer personas so your content will hit the mark. Speak directly to the people who count.

Maybe you spent considerable time and money researching the target market for your latest product line. That same care should go into your content strategy.

Think of your content as another product. Craft it for the people who will be the most interested. Put it where the right people will see it. Do your research to make sure the return will exceed the investment. Find out:

·      Consumer interests, concerns, desires;

·      Where your target market hangs out online; and

·      What consumers do with their free time and how they spend their money.

You can’t attract the people who will result in sales unless you know where to find them and give them something relevant.

Warning Sign #2: You Don’t Pay Attention to the Buying Cycle When Planning Content

A maximized content strategy pays attention to the conversion process of its readers.

A post providing education about some aspect of your product or service is aimed at a buyer persona who is in the awareness stage. Direct the whole post at someone who wants to know more info before even considering your offering as a solution.

Craft a call to action that matches the tone of the post. A “buy now” CTA at this point would be like asking a kid who loves tigers to beg for one for his next birthday. Soft sales pitches suit best here.

On the other hand, a post about the benefits of one product over another is for consumers who are not just looking for solutions, but looking for the best solutions. They are ready to fill out the form to be contacted.

Plan your strategy with this in mind. Rotate between your buyer personas at different levels of conversion and take in a wider audience.

Warning Sign #3: You Don’t Have an Editorial Calendar

Editorial calendars help you see exactly what needs to be done and when it needs to be done. They help you produce and distribute your content when and where it counts.

Plot out your strategy over the next several months and follow through on it and content magic will happen before your eyes.

Content that is posted regularly and is backed up by social and other elements of your plan is not only effective for capturing readers, but is good for your SEO.


You’ll have a more effective strategy when you:

·      Address the right audience;

·      Talk to people in different stages of the buying cycle; and

·      Plan to carry out your content in a timely way.

Get ready to coronate your content, because you can create content that is king.

Image credit: Canva and Pixabay

Jonathan Wickham has been in the online marketing industry for over 7 years. He is the current CEO of Digital Flavor Enterprises. DF was called one of the top 3 fastest growing inbound marketing agencies at the Portland IMA Conference in 2014. You can read this page for more about the Digital Flavor’s marketing philosophy. His last article for SEMrush was "How My Startup Became a Contender in the First 6 Months."

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