6 Common Content Mistakes You Don’t Want to Make

March 13, 2017

 

Content marketing is one of the most effective marketing strategies available today. According to a report from Demand Metric, content marketing costs 62% less than outbound marketing and generates more than three times as many leads. However, if it’s not done properly you're bound to make mistakes that will disrupt the relationship-building aspect content marketing affords.

 

Here’s a list of some of the most common content mistakes and what you can do about them:

 

You Don’t Have Clear Goals

Defining specific goals will help you select the right content medium.

 

For instance, if your primary goal is to drive conversions, you need to create content that addresses customers’ pain points and moves them through the sales funnel. But if you simply want to increase brand awareness, creating social media content might be best.

 

What to do:

Create SMART goals and download this HubSpot template to help define your content marketing objectives.

You Don’t Write for Your Target Audience

Content that speaks to your audience will drive traffic to and engagement with your brand.

 

What to do:

To discover what topics resonate best with your audience, review your analytics to see what worked in the past, speak with customers, monitor social media conversations, and try different content types.

 

BuzzSumo tracks social networking sites, ranks content based on the number of shares, and helps you identify the most popular topics in your industry.

BuzzSumo Content Research

 

You Overuse Keywords and Links

SEO is important for your brand’s visibility but shouldn’t overshadow your content. Overusing keywords and links within your content will diminish its quality and repel your audience.

 

What to do:

The key is to follow SEO best practices (e.g., format links and place keywords in headers) but not let it become the main focus. 

 

Check out Moz’s guide to SEO to ensure you are implementing SEO properly.

 

You Prioritize Quantity over Quality

Focusing on quantity usually leads to mediocre content that looks cheap and damages the audience's overall perception of your content and brand. 

 

Quality, not quantity, is the key to engage your audience and excel in content marketing.

 

What to do:

Boost your content’s quality by focusing on providing useful information as well as added value and check out the Content Marketing Institute’s tips for killer content

 

You Write Boring Headlines

Your headline is THE determining factor of the number of social shares your content gets. 59 percent of all links shared on social networks aren’t actually clicked on at all. In other words, most people share content based on its headline without ever reading the actual article.

 

What to do:

Write a unique, ultra-specific, and useful headline that conveys a sense of urgency.

 

Try this simple headline formula:

The Captivating Headline Formula

 

Example: Instead of writing “iPhone 7 Tips and Tricks” you can write “5 Unbelievable iPhone 7 Tips that Will Make You an Apple Ninja.”

 

You can also use headline analyzers like this one from CoSchedule to help you create compelling headlines that drive traffic and social shares. 

 

You Don't Measure Content ROI

The only way to know if your content is working is through metrics and analytics. 

 

Measuring content performance helps you understand which content performs well and which doesn’t.

 

What to do:

Carefully examine your engagement and retention with analytic tools like Google Analytics as well as with social media and email marketing metrics, to help you make smarter, more informed strategy decisions moving forward.

 

Conclusion

By avoiding these mistakes and creating targeted, shareable content, you increase the odds of becoming a credible source in your industry, acquiring more leads, and increasing sales.

 

What are the worst content marketing mistakes you’ve come across? Let us know in the comments below!

 

 

 

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