May 20, 2017

The Four Big Content Marketing Mistakes You Need To Avoid

The key factor to success with content marketing for hotels, holiday villages and wedding venues is building a relationship with your audience. Sounds pretty simple, right? Yet recent research shows that only a third of content marketers would rate their strategy as very effective.

If you’re part of the two thirds that feel that your content marketing is failing but don’t know what you’re doing wrong, then this blog post is for you. Here are four big mistakes you could be making with your content marketing and what you can do to avoid them.

1. It’s Not All About You!

At its core, content marketing is about publishing useful, relevant content that connects with your target audience. You might be fascinated with the latest hospitality industry trends, constantly post about the tiniest little change in wedding fashion or local tourist attractions, but if your audience doesn’t share your interest, you’re not going to see much of a reaction. You may even find that you’re driving your audience away.

Instead, find out what your audience cares about. What do they want to know? What do they need to learn more about? If marquee weddings are the next big thing, how can your venue make it easy to arrange one? The more you can post content that directly relates to your audience, the higher your rate of engagement will be.

Make your content practical and present it as if you’re speaking directly to your audience as a friend. Transform your content into material your audience cares about and you’ll see your engagement improve.

2. Forget About Selling

Yes, I know. Underlying your content marketing strategy is a desire to see your business succeed. You’re increasing your brand visibility to generate leads with the goal of increasing revenue. Otherwise, what would be the point of content marketing?

The problem with letting your desperation for bookings shine through is that customers can see it and react negatively. Nobody wants to feel as though you’re only after their money. Their holiday or wedding matters more to them than your bottom line and they need to know that they’ll have an amazing time when they stay with you.

When your content is nothing more than a thinly veiled sales advert, your audience will disappear in droves. When this happens, your brand becomes associated with caring only about money and modern audiences want to feel that you care about them and their needs.

Get your content marketing right and sales will follow organically. Switch your priorities so that your main aim is to inform and educate and people will soon see you as someone to trust when it comes to parting with their hard-earned money. Content marketing is a long-term strategy that comes out of a careful nurturing of relationships that results in clients that don’t just come to you once. They’ll come back time and again – and tell all their friends to come to you too.

3. Whatever you do, don’t stuff your keywords!

Content marketing can be a great way to improve your ranking with search engines and SEO should form part of your strategy. However, take this too far and not only will it backfire in your rankings, your content will sound unnatural and lose its effectiveness with your audience.

Carefully selected keyword phrases dotted throughout your content are a good way to help your search engine rankings. However, go overboard with your use of keywords and the content becomes stilted and reads as though it was written by a machine. Not only that, search engine algorithms are now programmed to penalise those who think they can get good results simply by stuffing as many keywords as they can into the text.

Another issue can be the overuse of links. A few, high-quality links can be beneficial to establish authority, but if all you’re doing is generating links, you’ll be marked as spam by search engine algorithms and lose the credibility you’re trying so hard to build.

SEO is an art as well as a science and the rules are constantly changing. Make sure that you stay abreast of current SEO best practice, such as good URL structure and using keywords in headers, but don’t let SEO be the focus of your content. Keep it subtle!

4. Less is more

It’s easy to fall into the trap of thinking that the trick to content marketing is to emphasise content and churn out more and more without thinking about quality. If you’ve got more content than your competitors, that’s got to be a good thing, right?

Wrong.

More content doesn’t automatically correlate to more leads if you’re not taking care with the kind of content you create. Indeed, some audiences can find it a big turn off when they’re overwhelmed by mountains of information. You need to determine the right frequency and schedule for your audience and take care not to post too much for your readers.

Overcommitting yourself to content creation also means that there is a good chance you’ll fail to keep up the kind of quality your audience demands. Two amazing blog posts a month with relevant, interesting content is going to be far more effective than 10 mediocre posts.

‘Content fatigue’ is a real issue these days. Pushing yourself to produce more and more content is exhausting and as its effectiveness declines, it’s also demoralising.

Focus on quality over quantity and you won’t go far wrong. Your audience will thank you for it too.

Final thoughts

There’s a definite art to content marketing for wedding venues and hotels and it can take a while to find the perfect formula that resonates with your audience. However, if you can avoid the four mistakes detailed above, you’ll find that it’s much easier to generate good content and will see results sooner.

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