Maximizing the ROI of Your Content
Black Enterprise contributor Jeff Shuford details five critical content outreach mistakes that many businesses, organizations, and associations are making right now. Among the worst mistakes content marketers make is not getting the most out of the data at their disposal. Not understanding the target audience's motivations is another common shortcoming. Failure to understand that member/customer retention is an ongoing process also ranks high. “Not optimizing your content for long-term discovery” is a fourth big no-no, Shuford writes. Finally, he warns that if an organization is not sharing its content on social media and then engaging with its audience/membership afterward, some golden sales and engagement opportunities are being missed. Shuford's syndicated monthly column appears in over 40 regional newspapers.
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