Experience Management

What's your content marketing strategy for 2020? Will there be white papers and long-form videos, case studies, and podcasts? Before you get busy, take stock of possible mistakes you may have committed in 2019 and learn to avoid them by 2020. 

Content marketing mistakes may range from something as significant as posting a distasteful ad to something minor such as failing to repurpose content. Either way, you should avoid or stop committing the following common content marketing mistakes:

Have you ever visited a website that created a strong impression and made you want to return again? What is that special formula that makes one site appealing and another boring? A basic website includes some features you'll see over and over again. You can expect a navigation bar, a footer and content. However, you can make a number of simple additions to a business website that enhance the user experience (UX) and help your site stand out from the competition.

Do people land on your website and instantly bounce away? If conversion rates are low, you may be lacking a key ingredient — visitor intent. To meet user needs and stand out from competitors, understand why your audience seeks you out in the first place. People are attracted to websites for a variety of reasons, and it's essential to address them all.

Storytelling is in our genes. It’s how we share experiences with others, as we all have similar yet different stories to tell – common ground for understanding each other and forging meaningful bonds and connections. 

Because of these reasons, storytelling has been a part of branding for decades but started gaining true recognition with the advancement of technology and the internet as well as with inbound marketing taking over. It’s what made design matter even more, helping the business create a unique story, with your customers and your own brand being the main characters.  

Many franchisees heavily rely on existing brand reputation that comes with every established business in order to appeal to their target audience. The support and training that come with running such a business model also help generate the right traction for your branch, which often leads franchisees to a standstill when it comes to delivering new, advanced lead generation methods. It’s commendable that a franchisees along with franchisers work together to maintain brand consistency across the board while they keep appealing to the right audience – but innovation is still needed in order to increase the quality of those leads.