No one will dispute the fact that making a content strategy is difficult. You need to account for a lot of different information. Do plenty of research and spend lots of money if you want to be successful. And it can all go to waste rather easily, whether it’s because you made an actual mistake by being too ambitious or simply due to some cruel irony on the part of the internet algorithms that recommend content to people. However, there are five content strategy mistakes that movers make and that are not too difficult to avoid if you just know what to look out for. On the other hand, if you do continue making them, they are practically guaranteed to seriously mess with your expected results. In this article, Movers Development guides you through the details of these mistakes and how best to manage them.
Slipping into tangential content
Now, one of the most common content strategy mistakes for movers is allowing their content to go tangential. ‘Tangential’ content is content that is only vaguely connected to your business. As such, it is not helpful for you in any way. In fact, it can cause dissatisfaction in readers who do click on it and then find out they can get none of the services the content promoted.
The best example of moving companies is all the blog posts and similar that talk about picking out a home. There is absolutely no reason why movers would publish a guide on the best strategies for home buying. Is it kind of related to moving? Admittedly yes. But it is almost guaranteed that it will not generate any new customers. Even if it does, the percentage will be so low there’s no justification for wasting resources on writing and publishing such content.
Having only super focused content
On the other hand, there is such a thing as going too specific with your content. This is often done in an attempt to include keywords for moving companies that target a specific area. A mistake frequently made by local movers. An example would be: “Preparing for a move to Seattle”.
Realistically speaking, is there a difference between preparing for a move to Seattle over-preparing for a move to any other city? Unless you are planning to include specific stores a person can shop at for moving supplies and make that the major sticking point, then no. If there is no actually useful and area-specific content, then the readers will likely feel disappointed and probably exit your site without exploring further. A good example of focused content would instead be “What are the benefits of moving to Seattle?”. This would let you focus on local content.
Not having a solid plan
One of the worst content strategy mistakes is not having a solid plan in place from a start. You cannot really manage content marketing without knowing what you want to focus on and how to approach it. If you just randomly try to pursue the latest trends, then your content will be scattered and ineffective. It may seem like a good idea to try and appeal to everyone. However, there is a good reason why even the largest companies designate target groups for their marketing efforts.
It’s impossible to ensure that your moving services are a good fit for everybody. And wasting time and money on making content for those who will never choose to hire you is a good way to make your moving business unprofitable. Not having a solid plan can also lead to clashing or repeated keywords, as well as a whole host of other SEO issues.
Forgetting to account for the future
From the first day of crafting your content strategy, have your future goals in mind and work towards them. Even if you are just a fledgling business currently focused on a couple of parts of the city you’re located in. That should not stop you from planning to expand. Try and craft content that can attract a slightly wider audience than just those you are currently focused on. Of course, keep it perfectly effective for your current needs, too!
That’ll go a long way towards allowing you to turn those visitors into customers when you expand in the future. If you do not start laying down a foundation early, it can work against you. All the content you’d relied on in the past can start dragging you down in the future. You should also immediately start working on backlinks. The importance of backlinks for movers makes it impossible to ignore them.
Another grievous content strategy mistake that movers make is crafting a strategy based on their own ‘assumptions’. Now, what does this actually mean? In simple terms, it means that you are just assuming that your clients will be interested in something. Rather than backing that up with reliable data collected from your previous customers and website visitors.
For example, you can fall for the assumption that lots of your clients love your packing services. So, you start pushing their promotion in your content. Or, you can assume that most of your clients only want to know about local moves. Rather than moving to a different city or state. Pushing your own idea of what your customers want reflects on your SEO for moving companies, which would naturally result in losing access to a much wider audience that may have also been interested in your services.
Now that you’re aware of the five content strategy mistakes that movers make, you’ll have an easier time circumventing them. There is one piece of advice, however, that can go rather a long way towards making sure you avoid them even if you do not constantly keep them in mind: Think about your clients. After all, every content strategy, marketing scheme – everything you put into attracting more people, goes towards increasing your client base. You need to be able to confidently say that your current clients would find your content interesting. If you can back up that claim with data too, then it is likely fine to rely on it.