The Top 6 Content Marketing Mistakes

If you have a website or a blog, you engage in content marketing every time you publish a page or post – whether you realize it or not.6 Top Content Marketing Mistakes

As the business world continues to evolve with the Internet age, content blogging has become a booming market. However, many small businesses are making a lot of avoidable mistakes or simply missing out on an opportunity to get the most out of their expensive content.

If you own a site or blog, you know how expensive and time-intensive getting quality content published can be.

So get the most out of your content and avoid these costly mistakes.

 #1. No Plan

The first and most obvious content marketing problem is the complete lack of a plan. Most firms have a short term plan at best – they might know what the next few blog posts will be or what pages on their site need to be added.

But what about the big picture? How is your content adding value? Does your content coach a potential customer into and through the sales funnel? Are you tracking responses to your content so you can improve as you go?

These are just a few questions to get you started. The point is to get a plan on paper that goes beyond the next few weeks’ worth of content.

#2. Wrong Purpose

Content writers can fall into many traps that steal them away from the actual goal of content. Content writing is not about the writer, a random topic, or a selling point. All of these types of writing will frustrate and alienate your readers. The goal of content writing is to spread valid professional advice about a topic that relates to your business. Think about your audience. Who do you want to read your content? Then ask this audience what topics they wish to read about. Your readers might then become customers if you establish yourself as an expert in your business field.

The purpose is not to make a quick sell. Content comes in many forms, but the goal is to create value. This can look like a FAQ section on your site, how-to guides for troubleshooting, or general industry information. Avoid salesy content at all cost.

#3. Unprofessional

Businesses sometimes forget to make sure their content writing is professional. Content writing does need to be grammatically correct, clear, and valid. Your content should be interesting, engaging, and meaningful to your readers. Hiring an ad agency or PR firm is not always a good way to solve this problem unless they have specific training in content writing. Invest in a service or writer who will be worth your time and money.

 #4. Social Media

Publishers will have one of two problems with social media. Either they will never use it and lose all the potential marketing benefits or they will rely too heavily on it to do all the marketing for them. Content needs to be consistently spread through social media outlets, but it must be valuable to your readers and be professionally written.

Encourage readers to share your content using social media buttons on your site by using Twitter and other social media techniques to share your news. But you must understand, they will only share high-value content.

#5. Search Engine Optimization

One of the many reasons to engage in content marketing is to improve your search engine rankings – a process called search engine optimization (SEO). But a common problem with a content marketing campaign is that it does not properly incorporate the latest SEO techniques.

This is an industry in and of itself. Very few inexperienced staff will be able to fully take advantage of up-to-date SEO information. At a minimum, you’ll want to engage an SEO professional to get you some policy in place regarding how to publish your content and best-practices for any social media content you publish. Ideally, you can have an SEO expert involved from start to finish so they can monitor progress and adapt your campaign on the fly.

#6. Untapped Resources

Another common content marketing mistake is failing to use your company’s resources. Get creative with your content and find ways to incorporate your business’s specific strengths and expertise. Have your employees come up with ideas and even write articles for you. The more you set your company apart, the more likely your customers and readers will get behind your content and eventually your company.

Guest Author: Tara Hornor has a degree in English and has found her niche writing about marketing, advertising and branding,  She writes for PrintPlace.com, an online printing company. Connect with @TaraHornor on Twitter.

Learn how to market your blog with social media

My book – “Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media” shows you how.

It is now available to download. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog.

I also reveal the tactics I used to grow my Twitter followers to over 170,000.

Read more about it here where you can download and read it .

More Reading

Image by BigStock Photos

 

Comments

  • http://www.pookyshares.com/ Pooky Hesmondhalgh

    Great advice. I particularly like the call to action re using the expertise of others. On my to do list! What advice would you give for turning content experts into bloggers – or should I ask them for specific content and craft the posts myself?

    (loving the book so far. Held way through. Review to follow)

  • Erica

    These are all great tips Tara. I also think content marketing should be about engagement. Someone’s efforts are pointless if they aren’t encouraging others to think and get active within the site/social media channel/etc.
    One mistake is also not blogging consistently. Here’s an article I found that relates:
    http://www.business.com/guides/blogging-for-the-non-blogger-6793/

  • sambredl

    Great Stuff!! My dad and I are both reading your book on blogging now! Keep it up 😉

    • http://jeffbullas.com Jeff Bullas

      Thanks Sam for buying my book. I hope you and your Dad are enjoying it and finding it helpful. If you have the time it would be great if you could leave a review on Amazon :)

  • http://twitter.com/StevenJosephR Steven Ratnik

    Great article! It’s surprising how many business don’t follow these common-sense rules in marketing. They’re simple to apply but they’re too often ignored

  • http://twitter.com/StevenJosephR Steven Ratnik

    Great article. It’s surprising how often businesses don’t follow these basic rulkes of marketing. They’re very simple to apply but they’re often ignored

  • http://stanleyrao.org/ Stanley Rao

    great and a very good post

  • click to open link

    Will you please elaborate your six point in detail ?

  • http://www.gauraw.com/ Kumar Gauraw

    Tara,

    Very well written & powerful post. I liked the way you started out saying, “If you have a website or a blog, you engage in content marketing every time you publish a page or post – whether you realize it or not.”
    I totally agree with you. Having a sense of purpose, putting a plan in place and then marketing the right way – is the key. Really enjoyed this article. Thank you.

  • isabellagarcia

    If you have right set of audience with proper execution plan, then you will become successful for sure.