Good content marketing is hard. Marketers must stay current in an ever-changing environment online. You can make things easier by avoiding these content marketing mistakes...
Guest post by Lorenzo Gutierrez
Content Marketing Mistakes Examples And How To Overcome Them
Marketing has undergone several transformations in recent history and now we find ourselves in the digital era where marketing has taken a more refined approach than ever before. Now, marketing is more content driven addressing common questions or providing solutions rather than promoting a company.
What is content marketing?
Online there are many articles on how to develop a good content marketing strategy. Here in this article we discuss what not to do -- i.e ten content marketing mistakes to avoid so you can meet your content goals.
1. Lack Of CTA (Call To Action)
The lack of a proper call to action will weaken a good marketing campaign. A proper call to action must include imperative terms such as:
- Call now
- Visit our store today
- Learn more
To invoke the curiosity of the audience towards a product or service. In turn, providing the necessary channels through which one can reach out to the respective product or service team.
2. Failing To Understand The Audience Pulse
Without ascertaining the likes and dislikes of the audience one cannot plan and develop a successful content marketing campaign. Content marketers must know their audience and develop and market the content in accordance with this criteria.
This requires proper research and execution of findings. The ultimate goal is to develop crowd pleasing content that will boost traffic and generate more leads for the product or service.
Content Marketing Mistakes Tip: One must note that each content creation is a custom process and requires different techniques and strategies to achieve the desired results.
3. Ignoring The Importance Of SEO
Search Engine Optimization, or SEO, plays a key role in ranking the content favorably in search results. Search engines like to be told what the page is about and this is done with proper search engine optimization including:
- URL structure
- Correct keyword density
- Including your keyword in the title
And other SEO techniques.
Content Marketing Mistakes Tip: According to an article in Junto about SEO stats, the average first-page result on Google consists of 1,890 words. This means that search engines like Google are favoring long form descriptive content.
4. Not Prioritizing Evergreen Content
The content will be most successful when it is relatable to the audience over a sustained period of time. The audience must be able to relate with the content both during the present as well as into the future.
Evergreen content will help drive substantial traffic to:
- Products
- Service pages
- Your website
And help in ranking the content on search engines for prolonged time periods. Here is a case study by Moz that explains more.
5. Inefficient Content Promotion Strategies
The channel that a marketer utilizes to promote his content plays a vital role in its reach and success. This is an important aspect of content marketing.
Understanding which channel holds a large portion of your target audience and designing the content in a simple and engaging manner will cost effectively help you to achieve your desired results.
6. Not Publishing Multiple Forms Of Content
The digital era has opened new horizons for content marketers to reach a wide range of audience. Following only one form of content marketing like blogging, webinars or videos will restrict the reach of the content and cater to a smaller and repetitive audience.
Content Marketing Mistakes Tip: Planning and developing unique content for various channels will help rake in more leads and favorable atmosphere among the audience.
7. No Internal Linkage
The overall search engine optimization value of a website is strengthened by internal linking. Internal linking helps connect one page of a website to a different page on the same website.
Content Marketing Mistakes Tip: Utilizing internal linking will allow you to be more aggressive with the types of keywords you use in your anchor text.
8. Miscalculating Your Limitations
Many times, in order to create hype, content marketers tend to develop and exhibit content which push the boundaries of social and cultural acceptance too far. The drive for innovative content forces marketers to think beyond normal trends. This can lead to numerous problems.
A content marketer must know his or her limitations and work accordingly to avoid friction with the audience or authorities. This includes avoiding contents bearing controversial campaigns commenting or referring to social, economical, religious and cultural sentiments.
9. Not Knowing The Statistics
What can cripple an entire marketing campaign? Not checking your analytics!
You can monitor metrics such as:
- Click-through rate
- Bounce rate
- Average time spent by the audience on your content
Google Analytics. This tool can help you discover any improvements you may need to make to drive more traffic to your website.
10. Trying To Be An All-Rounder
Have you heard of the phrase, "Trying to be all things to everyone?"
This is a common mistake in trying appeal to a large number of audiences as an all-rounder. It’s better to be an expert in your field by creating informative content that positions you in a specific way. Try creating guides, how to’s and case studies about your niche.
Conclusion
Content marketing is becoming more and more difficult. In this era you cannot publish a generic piece of content and expect it to gain any search engine visibility or social engagement.
This is a sign of growing trend where businesses and individuals have begun to understand the use of content as a tool to drive in leads for their business activities.
By avoiding these content marketing mistakes you can create better content to serve your audience for years to come.
Author Bio
Lorenzo Gutierrez has over a decade of experience in digital marketing and search engine optimization. With a MBA in Strategy in Management he focuses on digital strategy at his San Francisco digital marketing agency for mid to large size businesses. Connect with him on LinkedIn and follow him on Instagram.
28 Replies
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Hi, Oh! Nice article. it increase our knowledge.
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David, Glad you like this article about content marketing and content marketing mistakes. Happy you gained new insight for your marketing projects. Thank you for your kind words, ~Keri
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Today I came across your blog and landed on this page. I found a good article with great information. When it comes to SEO then the content is king so we should not ignore the quality of content. I like your strategies and will use them to improve my writing skills.
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Souvik, Glad you found your way to my blog and like this article about content marketing mistakes. Also happy to know you found some helpful insights here about content and content strategies. Website and blog content quality is an important contributor toward positive SEO, as you say. Thank you for sharing your thoughts, ~Keri
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I love this blog post. I learn so much about content marketing, and the tips are really helpful!
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Fred, Happy you like the tips and find this article helpful. Thank you for your kind words, ~Keri
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This article is very helpful to learn about Digital Marketing concepts.
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Hi there, Happy you feel this article is resourceful. We frequently update the blog with digital marketing and similar insights for business owners, marketing managers and mobile entrepreneurs, so I hope you’ll visit again. Thank you for your comment, ~Keri
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“Keeping up evergreen substance takes extra time and a more significant level of exertion than a standard blog entry… ” Yeah… solid counsel. Try to give what you’re composing commitment, love and a feeling of truly profiting your peruses. A debt of gratitude is in order for the exhortation.
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Hi there, Yes, bloggers should aim to offer evergreen content and be thorough in their approach to material covered. Writers are obligated to respect their readers in that regard. Thank you for your kind words, ~Keri
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Thanks for sharing this informative article. It will enhance my knowledge about marketing.
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Amanda, We are happy to share insights that help business owners, marketing managers and mobile entrepreneurs with their content marketing pursuits. Glad you feel this article is helpful. Thank you for your comment, ~Keri
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very Informative article also very well explained.
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Hi there, Glad you feel this article is helpful in a way entrepreneurs and marketing managers can relate with. Thank you for your comment, ~Keri
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Very informative article. Thanks for sharing these amazing tips with us.
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Hi there, Glad you liked this article and feel it offered helpful tips for content marketing. Thanks for sharing your thoughts, ~Keri
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The needs in publishing content has been updating its algorithms constantly and to a continuing process to its movement with the latest tides. The business can stay visible to reach the target customers regardless of whether to updates its algorithms or not. To feed the customers prospect with new and fresh information is also crucial when it comes to search engine.
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Hi there, It looks like you are from Cleveland … Ohio, perhaps? If so, hello from the southwest side of the state! 🙂 I think what you’re trying to say is that as long as you are updating your web pages and continuing to post relevant content to your blog that actually helps your target market, this will help any organization navigate search engine algorithms with some success. Thank you for sharing your thoughts, ~Keri
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Hello Keri! Thank you for sharing information about Content marketing mistakes! It will help me during creating fresh content. I really enjoy your writing and tips about content marketing.Again Thanks!
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Steffy, Happy to know you liked this article and found it helpful. Thank you for your kind words, ~Keri
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In more common words, the internet has become a playground for an online marketing agency. Digital marketers are exceptional professionals who work simultaneously in the real world and the digital world every day.
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Hi there, Online marketing can be a lot of fun with many advantages, as you imply. There are many wonderful digital marketers, as you suggest. Thank you for your comment, ~Keri
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Helpfull information. Thanks for sharing.
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Hi there, Glad you feel this article is helpful. Best wishes with your content marketing projects! Thanks for your comment, ~Keri
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Hi Keri Jaehnig, I have learned huge knowledge from here. I am waiting for your updates.
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Akhi, Happy to know you have learned useful things at this blog and you have tips to impact your progress. We update the blog often with similar insights for business owners, entrepreneurs and marketing managers, so I hope you will visit again. Thanks for sharing your thoughts, ~Keri
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Great tips you have here, Keri! You have shared relevant and useful insights about content marketing that most people failed to see, particularly, the failure to understand what the audience really wants and disregarding the importance of SEO. It’s truly important that content writers have a deep understanding of who their audiences are and provide information to their queries. Some try to cover as many topics as they could while forgetting that they no longer providing relevant information. Reading this article of yours is a breath of fresh air. Thank you and keep posting! Cheers!
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Dasho, Thank you for your kind words. Happy to know you feel this post will be helpful to others. Knowledge of audience is key, and knowing how to make sure your content reaches your audience is very important. Thanks for sharing your thoughts, ~Keri
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