Content marketing in Nigeria: issues associated with content marketing

Without a doubt, there are a lot of issues entangled with content marketing in Nigeria, but there are also solutions that will help you overcome these issues.

Be you a blogger, marketer, or content developer, you will be able to create epic content if you must follow some of the solutions that I have proffered in this article.

Whether you are blogging about your small business or any sector at all, someone else has already been blogging about it for a long time. To make matters worse, there has never been such intense competition for your audience’s attention.

Sometimes, as a content blogger or bloggers, we get so focused on creating our content that we forget that our audience development strategy should come first.

I have seen quite an array of specific problems that hamper content marketing efforts. Sometimes, these often boil down to the same old problems most of which I will outline below so you can avoid them.

I have also tried as much as possible to proffer some solutions that will help you develop your content marketing strategy right.

Avoid the old style of SEO and focus on quality

Search Engine Optimization (SEO) has been an indispensable part of content marketing. Through the Search Engine Optimization (SEO) skills, your website will be able to be identified by search engines like Yahoo, Google etc.

But you would be astonished at the number of people who still think content marketing should be heavily keyword-based and focused on links which is not true.

On the contrary, do not get me wrong I am not knocking Search Engine Optimization (SEO) for content discovery, but it is clear that a good content strategy has to include content to help people find you and keep them there.

Nevertheless, Search Engine Optimization (SEO) is very good for you as a blogger or content developer but I advise you never to underestimate the value of creating thoughtful leadership articles and long form, interactive content to highlight your value to your target audience.

More so, another issue associated with content marketing is that bloggers are just curious about the time to do their posting without actually considering the quality of their posts. Everywhere you look, people are trying to figure out when they should post their content.

Sure, it’s good to make sure you hit the major time zones your audience is in, but that’s not the most important aspect of content marketing. But, timing does not matter as much as quality. If you create good content regularly and bring it to the attention of those who are likely to reshape, that’s a good start.

Just stay focused at all times

Some organisations or bloggers are developing their content marketing without effective application of strategy. Using content marketing without a strategy is like trying to drive a car without a steering wheel.

If the wheels are not there then you wouldn’t get to your destination at the appropriate time. This is what happens to content marketing when the strategy is not there.

The customers are the main set of people whom you are trying to reach but you definitely need identify them. That means if you’re not sure who you’re creating content for and what they need to get from it, then you are definitely suffering from this content marketing that lacks strategy.

In a bid to salvage this predicament, you have to identify who your main customers are. You also need to identify their goals when they read your content. When developing your content, you must ensure that it tries as much as possible to address certain issues.

According to CMI’s own content strategy framework, audience consideration should come immediately after content planning. Note: If you are creating content and don’t have an audience yet, please stop creating content.

In line with that, ensure that your content positions your brand, company and services in the marketplace in an effective way. It is advisable to figure this out and you will know what your message is and where to best publish content for improved awareness, leads and sales.

When you do this, it will pay in the long run; this is because you have gotten the strategy and have a focus.

Another thing which you have failed to get right is that you are trying to be everywhere; I have already told you that you must be focused and strategic. You have to ensure that you are not parading yourself in all angles. Be known for one thing and be good at it.

If you trying to create something new for every channel, every day, every couple of hours. That’s a one-way ticket to a nervous breakdown. It is impossible as a blogger or content developer to market effectively with content if you’re trying to be everywhere.

I advise you that it is far better to invest in creating some excellent pieces of content, then repurpose them into other formats. Extracting quotes to make quote graphics, sharing key points via social media, and creating presentations, podcasts, and ebooks are all easy ways to make your content work twice as hard.

In a bid to be focused, you should also be consistent. A lot of customers like to see brands having absurd conversations on Facebook, Twitter etc; occasionally they even attempt to join in while their website simply puts across a stiff corporate behaviour.

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