Major mistakes in content marketing and how to fix them

March 16, 2014

Major mistakes in content marketing and how to fix them

The creation of content required for your business and SEO can be a daunting and expensive task. It is just important to make smart decisions and use time efficiently.

In case of certain planning, you can easily avoid the most common mistakes in content marketing. If you learn to follow these rules, you can create content that will attract new customers and convert them into customers.


1. You write for the wrong audience

Creating effective texts should begin with the question: “For whom am I writing this”? Knowing your audience will help you choose the topics, formulate arguments, find convincing data to support your point of view, while maintaining the appropriate tone. Without a clear understanding of the audience you will be floating in a sea of content at random, without a compass.

If you don’t understand your audience, you are likely to create content which is irrelevant or unhelpful. Therefore, it is very important to carry out some research to get conversant with the people you are targeting. What is their age? Where do they live? What are their likes and dislikes? What questions are they asking? Having this information will help you create content which is beneficial to your audience.

Ryan Lum

This will shortly lead to mistakes in content marketing. We read blogs, subscribe to accounts in social networks, leaf through magazines on topics that interest us. Difficulties come when we realize that a large part of what we read is aimed at other professionals of the industry. This content contains too many technical details, it is focused on business too much and is highly specialized to be of interest to a potential buyer.

2. You are targeting on wrong metrics

Content-Marketing (1)At the beginning of a content campaign many people focus on metrics that reflect performance output rather than outcomes. This is logical, since the development and adherence to content marketing strategy can be a daunting task. Tracking the number of written words, collected comments and published articles is a great way to ensure that you are acting properly in order to achieve the goals.

Problems arise when metrics do not change with your business and do not grow with your content strategy. Over time, the importance of tracking other indicators of what you get out increases. Creating a large amount of content – even very good content without a specific purpose in the long run can negatively affect the overall performance.

3. You are not paying enough attention to branding

The term “evergreen content” refers to content that does not have durability. Because such content refers to key issues that concern most of the audience and do not change with time, it can become one of the main ways to attract visitors to your site. Such content helps to enhance the credibility among users and push them towards more commercial content. But this raises an important question: Does your content boost brand development?

The direction of your company development can include three elements. You can make an effort to ensure that your company is considered to be a leader in its field. You can focus on building the reputation of any product or service as a proven solution in the market. In addition, your activity can be focused on the development of your personal brand and positioning it as a thought leader in your industry. Each of these goals is important and feasible, depending on how they are related to your business objectives, as well as your personal development plans.

Branded content is not the same thing as hype. Your main goal is to educate, inform, entertain and inspire readers. However, a small but distinct deviation towards branding can help raise awareness of your company and its credibility among users.

4. You promote content only through your own channels without using guest posts in blog

guest-blogMuch has been said about the importance of content strategy for website promotion. In general, content may be divided into three parts:

• content on your own site;
• your content in social media;
• content generated by you for other channels.

Many site owners make the same mistake: they only create content for their website.

As a result of Google Panda update many site owners have realized the importance of quality and output frequency of the content they write and publish on their website. Regular writing of quality content not only helps your site rise in search results, but also gives your readers a good reason to return to your site again and again.

But building content on your own site does not hinder the creation of content for other sites as well. Although some consider writing guest posts unnecessary, they can be a great way to attract links and reach a wider audience.

The principle of guest posts is simple: you need to find sites thematically similar to yours and write articles for them. You will have to look for opportunities to analyze sites, negotiate with their owners. This is an effective way of link building and getting a new audience.



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