There are many mistakes that marketers make with content marketing. They too often equate clicks and traffic and downloads as buying signals, which they can be. But they can also turn into nothing if you haven't attracted your ideal customer with the right motivations.
In my experience, here are the critical mistakes that content marketers makes:
No Content Marketing Strategy:Content marketing only works if it fulfills actual business goals, whether that’s more customers, a larger email list, or more search engine traffic. What are your business goals for your marketing, and specifically, your content marketing? What’s your strategy to achieve those goals? Is your content marketing following suit?
Not Using an Editorial Calendar:Do you take a few moments to Google how to come up with topics and wonder just how people keep their ideas together? They make an editorial calendar! Once a person as come up with topics, they can implement them into a calendar for the month, half of the year or the whole year. This can help keep a campaign on track, and make sure you are getting some awesome success from your content.
Duplicate Content Issue:Duplicate content is a trap many beginners fall into because it is just so easy! You write up some great content, feel that it is perfect, and wham-bam, you have all you need, right? Unfortunately, no. You cannot have duplicate content if you want to rank on search engine. That is one of the biggest no-no’s, yet one of the easiest traps to fall into. Train your brain to say, “Danger, Will Robinson” when you even consider using duplicate content.
Not Using Keyword Research:Content marketing and search engine optimization complement each other; each technique should inform the other. Don’t get too far ahead in your content planning (or even write a headline) without pulling out your favorite keyword research tool. Confirm that what you want to create is something people actually want.
This is easier than you’d think. There’s a terrific free plugin to make your keyword research a snap: Try the free version of Inbound Writer. It includes a competitiveness measurement, too, so you can make the most of long-tail keywords.
Know about Your Audience:You Don’t Know Who Your Audience is or are Writing for One Type of Person. Another mistake beginners make is not knowing who their audience is or only writing for one specific type of person. You need to do audience research to learn about who your clientele and readers will be. In addition, you need to make sure you write to a broader type of person to get the most reach. You will quickly lose readers if you aren’t writing for everyone as best as possible. Don’t worry, this blog will show a few ways to write for a broader audience!
Not Publishing Enough Content:Another major pitfall for beginners is when it comes to content creation. Sometimes people will create a website and have some decent content, but they don’t publish or create enough. This makes their website stale and can drive people away. On the other side, oversaturation of created content can chase people away just as quickly because it comes across as spam and not genuine. Try to find the perfect middle spot for your business and website.
Not Deliver The Right Mix of Content:This is a massive mistake that many beginners make. Why are multiple content formats important? Because we all will consume content in different ways when we get on a website or social channel. Some people enjoy infographics whereas others prefer in-depth articles. Others prefer memes and many enjoy seeing photos with their social media posts. Videos, podcasts, photos, blogs, and other formats are vital because they will reach different types of people and broaden your reach.
Copy Editing:An area many beginners need help in is editing their content. Some people simply write and post without reading it. However, you might be one who goes over your copy over and over to catch mistakes. This is great, but the chances are very high that you will miss something in your proofreading. This is why having a copy editor is vital to all businesses. They can catch the small typos you look over and they are simply another set of professional eyes that can look over your piece to make sure it is the best it possibly can be.
Website Navigation:Website Navigation is a major part of proper website design and is even important to SEO. However, another major pitfall for the newbie content marketer is not making a website easy to navigate. Create a web page that your clients can easily navigate by following a few simple steps and listening to client feedback. This will help improve the traffic to your site and could be what starts making you some incredible revenue. Know, How to Fix Common Mobile Content and Usability Issues.
Not Using Meta Tags or Writing Them Poorly:Another mistake that can really hurt your content is not using your meta tags by leaving them blank or using them poorly. When you write these tags, it will help improve your ranking and make it a link people want to click on. Use those tags and use them well!
No Call to Action:This is yet another way to make sure you execute your strategy. What do you want people to do after they’ve viewed your content? Buy something? Sign up for something? Share something? Decide what you want them to do, and then make it as easy as possible for them to do it.
Not Measuring Your Analytics with Google Analytics:Analytics are a vital part of content marketing because they can show you want content is successful and what is failing at bringing people in or converting them to leads. A great way to measure your analytics is using Google Analytics, which can help you find out just how well you are ranking. It will also show you the basics that will help you improve your content. Read How To Automate Your Google Analytics Reporting.
Not Using Social Media or Using it Incorrectly:Many businesses can get themselves set up and follow some basic guidelines for SEO and successful content. However, many of them don’t utilize a great way to get their content out there and bring in new people through social media. It is important to all businesses, brands, and individuals because it can act as a form of networking and will help bring in great clicks for your business. Make sure, when you are using social media, that you follow some basic hacks to get the most out of it! Tips to Manage Your Social Media Efforts.
Not Promoting your Content Enough:You can’t just build it and expect them to come… even if you invite them via email and Twitter and Facebook. Aim to spend at least (at the very least) a third as much time and money promoting your content as your spent creating it. Read More About How to promote your blog posts?
Avoid these mistakes and you will be ahead of the game. Read a lot, re-read your older stuff, rewrite, ask why, look for assumptions, question, question, question. Good luck! The world seriously could use some better content marketing.