6 Common Content Marketing Mistakes to Avoid
Excellent content marketing is a field that takes commitment, blood, sweat, and a bit of know-how.
The first three will come from you. But that last bit, giving you the knowledge on how to avoid the most common mistakes?
That’s our job.
So, sit back, relax, and let us take you through the six most common content marketing mistakes businesses make (and how to avoid them).
Content Marketing Mistake #1: The Audience Has Left the Building
Are you attracting the people who actually want to buy what you’re selling? If you are too focused on being hip and cool and marketing to a large audience, you may be missing the mark.
Do you have a Facebook page? Who is following you? Look at their profiles. How do they describe themselves?
You need to look at who your biggest fans are and characterize your content to capture more of those kinds of people.
Find out when your audience is most active. If you have a Facebook page, Facebook’s Insights app can help you gather the data you need on when your followers are active, but the actual gathering of the data is rather complicated.
You will need Excel, and once you download the post data, you will need to delete all columns except D, H, I, J, and K.
If you want to find out about your Twitter followers, use Tweriod. It automatically finds when your tweets will get the most exposure.
Content Marketing Mistake #2: Forgetting to Blog
Consistency is key to most anything in life. But, it is especially important when driving content.
Think of the best content marketers in the world today.
Companies like TED or IBM are at the forefront of everybody’s minds these days. Why is this?
One is a company who’s primary purpose is to create content, so their consistency in content creation is logical.
But, IBM is a tech company. Can you name their most recent successful campaign?
If I’m the only one, then perhaps it’s because I read loads of tech articles. But, IBM’s Watson comes to mind.
I see a new article every other day on Watson and its incredible capabilities. Is Watson the most advanced machine learning algorithm in the world? Maybe, maybe not. But it’s the only one that readily came to my mind at a moment’s notice.
And that is thanks to IBM’s consistent and persistent content creation strategy.
Content Marketing Mistake #3: Neglecting Promotion
You might have the most engaging content on the planet. But if nobody reads it, that’s all it is.
If you can get people to link to your site, you will have a chance at better SEO rankings.
If you can get people to subscribe to your newsletters, you will eventually have a broader audience.
If you can get people to follow you on social media, then you will have more connections.
You may already be on social media. But make sure you aren’t seen as a spammer. Keep your social media content to one-fifth promotional.
If you have a Facebook page, pin a post at the top of your page. Make sure the post has your brand and a link to your newer content.
Content Marketing Mistake #4: Wrong SEO Strategy
SEO certainly plays a great role in driving traffic to your website. We even have a free SEO tool on our website for you to use just to know how to optimize your website.
But SEO should not be the end all and be all of your web content. It’s really the difference between a boring grocery list and a short story.
If you only optimize for SEO and forget about your audience, you will have bland content.
Try picking twenty or so SEO optimized keywords and then writing content for your audience around those particular words.
Content Marketing Mistake #5: Ignoring Quality
As we talked about earlier, consistency and persistence are key. But not at the cost of quality.
You might be posting something every day on your website, but if your content is just a paragraph that tells no story and is absolutely useless to your audience, you have completely missed the point.
Storytelling is extremely important in marketing. And personal storytelling has an even greater impact.
A survey conducted by the Nielson Group found that consumers connect better to a product or business when the recommendations and reviews are personal. People crave that connection that impersonal TV and print media sources can’t give them.
If you are producing content devoid of story, devoid of substance, will people read your content? Will people share your content?
Either tell a story or give your readers excellent free tools they can use. If it appeals to their emotions or fills their need, they are more likely to come back to you for more.
Content Marketing Mistake #6: Doing Nothing New
The Great King Solomon once said, “There is nothing new under the sun.” But in content creation, this can never be true.
The drive for novelty is literally hardwired into our brains and makes us feel better. If we humans don’t get that gratification, they go somewhere else for that stimulation.
This is why you need to make sure you are mixing it up with your content.
If we were to write about content strategy every single post for weeks on end, those who follow our blog would probably go and read something else.
A great way to keep the content fresh is to invite guest bloggers. Not only will guest bloggers post links to your website in their social media, they will most likely link back to you in their own blogs.
Conclusion: You’re On the Right Path
Now that you know what not to do and how to avoid doing it, you are on the right path again to create the best content for marketing for your specific audience.
How have you avoided marketing disasters in the past? Chime in down below in the comments and don’t forget to subscribe up top for more from us.