These days, content marketing is one of, if not the most important part of building your brand. With a solid strategy, the content you put out can boost your online presence, increase site traffic and improve relationships with your customers.
With that said, so many companies make easily avoidable mistakes that simply waste their time and effort and the attention of their customers. Often times, they don’t even know that what they’re doing is harmful.
We’ve put together five of the most common content marketing mistakes we see people make, and why you should avoid them.
1. Using a single content delivery method
Mastering a specific kind of content is great, so long as you don’t limit yourself too much.
You’re awesome at crafting top-notch blog posts?
Now, work on creating killer videos, infographics that pull people in, emails that are impossible to ignore and audio so addicting listeners can’t get enough of.
Sometimes it’s good to stick with what you know best, but not bothering to branch out can do a lot of harm. Not everyone takes in information the same way. By putting out content through a single medium, you’re ignoring large chunks of potential consumers.
2. Not promoting your content
Too often, marketers have the mindset that once their content has been published, it’s time to forget about it and move on to the next thing.
This makes as much sense as buying a new car and never filling it up; it looks great, but it won’t get you anywhere.
Even the most eye-catching content is made worthless if it’s not actively being marketed.
Using social media, cross-posts and guest blogging are just a few ways to get your work seen and, ultimately, get people coming back for more.
3. Focusing too much on yourself
This may sound obvious, but people like hearing about themselves.
I’m not saying the content you produce should never mention your business. But when it focuses on ways to improve the lives of those who are reading or listening, they’re bound to stay interested.
By keeping topics specific to the audience, you’re sure to produce more effective content that truly resonates with people.
4. Overusing SEO
Search Engine Optimisation is an incredibly useful tool, don’t get me wrong. But if you put all your energy into bombarding content with buzzwords, and lack things people will actually find beneficial, you’re only shooting yourself in the foot.
What a lot of marketers fail to realise is that Google’s algorithms actually favour quality content over content that’s overflowing with keywords.
Take pogo-sticking, a term coined by Google. Pogo-sticking is when someone clicks on a search result and quickly clicks back to the Search page as a result of the content being irrelevant. The simple explanation is that keyword-focused SEO has caused Google to rank this page higher but once a trend of pogo-sticking is recognised, Google will penalise this heavily.
It’s always more effective to strike a balance between content production quality and SEO outcomes, and that balance should always lean towards quality content.
5. Creating boring, forced content
We’ve all been there.
You’re having trouble coming up with a killer idea, but time’s running out and you have to get something out there for people to see.
So, you throw together whatever scraps of ideas you have floating around in your brain and set it loose, hoping for the best. At least it’s content, right?
While it’s important to publish on a regular basis, putting out garbage is just going to damage the trust your customers have built with you over time.
Quality is always better than quantity. If, however, you’re having a hard time thinking of something to publish, there are tons of tips out there for overcoming writer’s block that can really help get the juices flowing.
These tips aren’t anything groundbreaking.
There’s no one-size-fits-all method for content marketing, but if you do your best to avoid these common mistakes, you’ll set yourself up for a smoother transition into success.
Keep these in mind during your next brainstorming process and you’ll be sure to have quality content that actually gets seen.
Talk to Spike today about our content solutions: