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Content marketing is the key to driving brand awareness and engagement for most businesses, but there is a wrong way of generating content for your business. Finding the right strategy is a critical step forward in generating content, but there are plenty of ineffective approaches that will hurt your marketing efforts. Below, we have four ineffective approaches to avoid while building your content strategy.

4 Ineffective Approaches to Your Content Strategy


  1. Writing Blog Posts Without SEO

Without SEO, you will never be able to leverage the power of the blogs you are writing fully. Blogs are meant to inform and educate your audience on emerging trends in your industry, driving engagement with your target audience. Implementing a robust SEO strategy increases the chances that your blogs will be read, as well as increasing the opportunity for more web traffic. 

  1. Not Using Customer Personas

Without a customer persona to write for, your content will likely not be targeted toward the audience that you are trying to reach. Customer personas are revealing portraits of your target audience that allow you to customize your content towards what your audience is looking for.

  1. Ignoring Video

Content marketing is all about engagement, and there are few things more engaging than video. When your content marketing strategy ignores video, your brand will miss out on a well of opportunities to reach your audience. Video is a great tool to show your audience how your product works, how to fix a problem, and breakdown the complexities of your industry. Additionally, video is great for establishing thought leadership for your brand, showing that your expertise and knowledge can provide value for your audience.  

  1. Disregarding the Customer Journey

Content is not a direct sales channel. For your content to be truly effective, your team needs to understand the steps and processes of the customer journey. Content is intended to nurture the relationship between your business and the customer by establishing a sense of trust. Driving engagement is crucial for your content to be successful, but it’s essential to understand that these things can take time.

How Marketing Eye Can Help

Marketing Eye is an outsourced marketing agency that works to support and elevate the marketing activities of small to medium-sized businesses. Our team of creative marketers develops a strategy that is designed to meet your specific and dynamic needs. Contact Marketing Eye today to learn how we can help you.

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Marketing Eye

The Marketing Eye Atlanta team has a combined 35+ years experience in marketing and communications. Marketing Eye Atlanta is well-known for high performance, technology-driven marketing campaigns that deliver results. The team members are experts in all facets of the marketing mix including strategy development, content marketing, branding, website development, public relations, social media, digital marketing, SEO, lead generation, direct marketing, etc.

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