Content marketing is one of the hottest strategies businesses use today to gain leverage. That’s because, in today’s digital economy, advertisements alone won’t suffice. In fact, research shows that 80 percent of people now prefer a series of articles rather than an advertisement.
It’s true that content marketing benefits businesses in several ways. Entrepreneur cites a few reasons why content marketing is important: it increases website traffic from your targeted audience; it strengthens your overall marketing strategy and; it requires little to no upfront costs.
Risks of Content Marketing
Despite it being such an effective method, content marketing also comes with risks. The strategy focuses on providing insightful information with a subtle intent to promote a business or brand. Since it involves information sharing, businesses should be wary of the content they publish.
1. Brand messaging inconsistency. Many content marketers make the mistake of publishing content that doesn’t deliver the core messages in the right way. If the messaging of your content is not aligned with your brand, it may confuse potential customers.
2. Irrelevant content. Sharing irrelevant content at the wrong time has a tendency to divert the attention of the buyer away from a sale. Therefore, it’s imperative for marketers to familiarize themselves with each stage of the buyer cycle in order to produce content that is relevant.
3. Failing to adhere to a consistent schedule. Businesses that publish content on a regular basis generate more leads. If your business is not ready to commit to a strict content schedule, don’t expect results from your content marketing. Regular content gradually builds your audience’s trust, in the same manner, that inconsistent schedules turn customers away.
4. Lack of resources. If the content you churn out is half-baked, chances are you won’t get much positive feedback in return. In today’s world where the average customer’s attention span is so short, being able to produce fresh, engaging content is crucial. Some of the challenges marketers may face in this regard would be unreliable content sources, unorganized content, and lack of promotion.
5. Falling behind on trends. In a constantly changing digital landscape, simply sharing useful content is not enough. Trends like paid promotions on social media serve as a challenge for businesses that rely on organic promotions. On the bright side, if you have the budget, you can utilize paid promotions to strengthen awareness, since their algorithms place a great emphasis on showing your content to your preferred audience.
Liability for Published Content
The tricky part of content marketing is that everyone in the business is held liable for whatever content it publishes. To cite a similar situation which occurred a few months ago, Fortune reported on how European countries have pressured social media platforms to tackle illegal and violent content hosted on their sites. They called for tech companies to strengthen their flagging capabilities and faster response times in removing these types of content.
While it may be an extreme example, the core of the problem remains the same. Companies that employ content marketing often use their own websites as platforms. If any of the mentioned risks are not addressed, it could hurt the rest of a company’s marketing campaign, as well as the image of its brand.
Add the uncertainty of copyright infringement when it comes to something as simple as sharing links. Policy attorney Krista Cox points out that there’s a real possibility to get sued for copyright infringement due to shared links, given the positions of some rights holders. If they had their way, these entities could potentially destroy how people interact online.
How to Produce Great Content
In order to minimize liability risks, your content should be of high quality. The secret to successful content marketing is having a solid and clear strategy. Study the current trends in the digital world and identify the opportunities hidden within them. It also helps to understand what type of content the audience is looking for, as well as what format it should take (video, article, illustration, etc.).
Fortunately for any company that is new to content marketing, there are a lot of free online courses on the subject. All concerned personnel can learn tips on how to develop an effective digital strategy centered on content. Furthermore, digital agency Ayima states that these courses provide useful insights for marketers which may be crucial in future planning sessions. If you wish to avoid future legal battles regarding content, it’s in your best interest to take advantage of such opportunities.
Before even starting on your digital marketing plans, ensure that your business is free of online hazards. For added security, Zensurance previously discussed how to keep a business safe in the digital world. You can also check other topics on Zensurance’s blog section for more business tips.
Robert Hendricks is an online marketer who has been in the digital marketing business for 5 years. He does freelance writing on the side, and often covers the latest digital trends.
Zensurance is Canada’s leading online commercial insurance broker. We offer a full range of insurance products to small businesses, with a particular focus on digitizing businesses and technology startups. We understand what it is to work with new technology, and know the most common risks of which you should be aware. Based on that (and a lot of analytics), we recommend the ideal insurance coverage for your business in a matter of minutes.