Content marketing is one of the most efficient strategies offered today to grow the online businesses. Does content marketing mean to write a few thousands of words articles at several times a week and curate into the different form of content? I guess “NO.” At a time of creating and promoting content marketers makes mistakes and in a result, they do not achieve their goals.
In this article, I am going to explain those top 11 mistakes that every marketer makes while creating and promoting content.
11 Content Marketing Mistakes
Mistake #1. Sticking To Just One Medium
You may hear that it is best just to stick to the one type of content, like blog posts and do that one thing extremely well. It is good, but you shouldn’t get stuck in one forever. There are literally over a dozen of content types that you can include for your online content. Below is the list of that medium that you can include in your content:
- Downloadable PDFs
- Slide Decks
- Online courses
- Short Rants
- How to Guides
- Social Media Posts
- Case Studies
- Live Streaming Presentations
All these mediums have their appeal. So, go beyond a blog post and utilize on multiple different mediums to repurpose your blog content and appeal to different types of readers or learners or audience.
Mistake #2. Have Plan But Not A Single Action To Implement It (or vice versa)
Having a master plan for content marketing is one of the effective strategies for content marketing efforts. Like to know what your targeted audience wants via community forums, gaining insight, and find how you can customize your communications to meet your audience needs. But making the only master plan won’t help you. You should start working on your strategy to achieve your plan.
To achieve your plan, it is important that you first set your goal, which should be smart that means specific, measurable, assignable, realistic and time-based. Once you established that goal, you can start working ahead to achieve your strategy.
Mistake #3. Not Fully Grasp What Your Audience Want From You
IBM reported in 2015 that there are 63% of customers who don’t feel understood by the brands they love. Then the research has done that explains the significant difference between what companies or business want to talk about and what the audience want to hear from them.
To not knowing what your audience wants from you, it can destroy all your content marketing efforts. Doesn’t matter how much time and effort you have spent building your landing page if you have come up with something that your audience don’t want.
So avoid creating content which is irrelevant to your customer and try to know your customers’ mind and find what kind of content, how and when they like to see or read. So concentrate on creating and promoting your content that attracts the right audience. But make sure that your content should be all about your customer.
Mistake #4. Myth of Content Publishing is Content Marketing
The quickest way to destroy your content marketing is to do nothing after you publish your content. There are some of the marketers who think that content marketing is just publishing the content, that’s it. But that just a myth not right way of content marketing.
Publishing content is only the part of content marketing. The other half part is to promote your content. If publishing content is a first principal component of content marketing then promoting content is the second main component of it. So content promotion is as important as content publishing.
There are few traditional ways to promoting content:
- Social media channels
- Other marketing channels
Mistake #5. Solely Hypothetical Buyer Personas
Most of you have known the importance of creating a buyer persona, but before that you must know what your customers’ motivations are and what they actually want from you, then you can create a thorough buyer persona. To create it three ways can help you:
- First start surveying your customer’s goals, their journey that brought them to you, their hesitations before purchasing, their concerns about your product or your industry, any preconceived notions. At least prepare 10-12 list questions of this survey.
- Instead of emailing, try to make a phone call or execute in-person interviews to gain additional insight of their goals.
- You can also use survey pop-ups that ask your customers about their experience of purchasing your product. There are certain tools available that help you in such surveys like Qualaroo or Survival.
Mistake #6. Expectation of Quick Results
There are many marketers out there who expect an immediate result and expect to see an increased ROI quickly. But content marketing requires efforts, and it takes time.
So don’t expect result in a matter of a few weeks or even a few months. Just give your content time to gain tractions and deliver organic results. Because content marketing is a marathon, it isn’t a sprint. So keep creating good quality content and wait to see results.
Mistake #7. Trying To Put Lots Efforts To Publish Content
There is a myth that publishing content on a different platform like LinkedIn, Twitter, Facebook, YouTube, podcasts, webinars and many other platforms will benefit them. Yes, each platform is beneficial in their ways. But trying to input lots of efforts to publish content on all these channels could be very costly. So instead of hitting all the channels pick a couple of channels to start with, and once you win an audience base, you can jump over to the rest of it.
Mistake #8. Low-Quality Content
Many of the content marketers who create content only for the purpose of SEO and also some you might be creating that kind of content as well. But do you ever think building a content which has a high search ranking but that is no benefit to anyone, then what good is the content that you create?
A good and quality content should contain one of these three things:
- It should inform readers of the new situation developing
- Through the content, teach your readers something that they didn’t know before
- Provide your readers an opinion of a particular situation or product.
- If the content does not contain any one of these three things, your readers will see it as a crappy content and will lose the interest to read further content on your platform. So if
- you have quality content, it will affect how your readers are likely to stay on your website or blog.
Mistake #9. Targeting Only on SEO
Don’t get me wrong; SEO is of course very important. In fact, the search is the one that helps you to drive traffic to your website or blog.
But a problem arises, when your primary goal is only creating content that achieves high search ranking. When this happens, content can quickly become all about targeting keywords, instead focusing on what your audience or readers want. At its worst, SEO can even mess up your overall content marketing strategy.
So instead of focusing primary keyword optimization, you should write in-depth content that covers every angle of your subject. For that, you need to figure out which board themes your audience wants to know about. Then find out related topics and keywords on which you can build entire content or add into your content.
Mistake #10. Playing Slavish To Best Practice
Many of the marketers think that there is a schedule for in digital marketing world like tweet, someone, sending emails, posting content and for some other things. Just because the successful marketers follow this schedule, and this is the best practice for them and yes it is safe too. But doesn’t it seem really odd to you that to do what everyone else is doing?
But remember that playing safe you can’t invent something new. So to get a great result, try to take some risks.
Mistake #11. Trying Too Hard To Sell
One of the biggest mistakes that marketers make is hard selling off their content. Just because they want to see the fast result and think that utilizing content is the best way to get short term ROI. But that’s totally wrong.
To get high ROI, you should first help your audience instead of selling your content. So create content with providing valuable information, to the point where your company becomes valued, trusted and identified with being useful. So when it times to make a purchase, your business is the obvious choice.
If you have been making these mistakes, even if it’s been for years, don’t worry! Because content marketing is a long-term strategy, and of you have still time to comprise them.
Have any content mistakes to add to this list? Share it in the comments.