These 7 Mistakes Are Killing Your Content Marketing

Even the most marketing-minded people can struggle with content marketing. With regular changes and updates from Google and with the ever-shifting digital landscape, it can feel like a lot to keep up with. You want to make the most of your marketing budget and the time you’re pouring into your content marketing, but how can you know if it’s going well or not? Aside from tracking KPIs and staying on top of how your content is performing, you should ensure you’re avoiding top content marketing mistakes. These top seven are the most common mistakes that businesses make that can absolutely destroy your content marketing strategy.

Inconsistent Posting

This is the number one content marketing killer. If you’re not posting consistently, a slew of issues arise. First, your customers deem you as inconsistent and possibly even untrustworthy. Some may even assume you’re no longer in business or no longer relevant within your industry due to a lack of consistency. Second, search engines won’t crawl your website as often and won’t see you as an authoritative source in your field. Google wants and almost requires regular content updates in order to keep pinging your site as important, and if you’re inconsistent in posting, they’ll catch on and respond accordingly. 

Doing Too Much at Once

Especially when a business is starting out with a new content marketing strategy, marketers tend to get a little overzealous. If you’re just starting with creating content, don’t try to do too much at once. You’re more likely to get overwhelmed and stretched too thin, and then, instead of just paring back a little, you’ll just drop off entirely from all forms of content creation. Instead, start slow and small. Post one blog a week, and create one social post on one platform to share that blog. Once you’ve mastered that and gotten that process to be almost immediate, then you can add more weekly posts or another social media platform. 

Not Knowing Your Audience

Most marketers are pretty good about knowing their target market, but it helps to clearly define and write down who your target market is. Give them an entire persona if you can–their age, gender, job, hobbies, and so on. You may have a few different audiences, in which case you can create different personas and ensure you are targeting content toward one different persona each time you write and post. Another aspect of knowing your audience is knowing what they want from you. You may have an idea, but it’s even better if you can directly ask your current audience what they actually want from you. You may have already been on target, but now you can confirm what they are looking for when you’re creating your content.

Not Having an Actual Content Plan

Before you begin creating content, you need to have a content marketing strategy in place. This should include keywords to target, current metrics, KPIs to track, and more. You need to know what your idea of success is in order to know if you’re achieving it with your content marketing. If you can’t do this on your own or don’t know how to do it, it is well worth your time and investment to work alongside a content marketing strategist. A professional can put together an entire content marketing strategy for you so that you can stay on the right track.

Prioritizing Quality Over Quantity

Yes–you read that right. Your mistake is focusing on quality. This isn’t to say that your posts should be of poor quality, but in the world of content marketing, more posts that are mediocre are better than one post that is absolutely perfect. Take it back to the problem of inconsistency–you have to have more posts to show search engines and readers that you are relevant. So, don’t sit around for weeks focusing on crafting the perfect post. Instead, put a handful of decent posts together and just get them live. But there’s a tipping point here–if you post too much, you’ll become annoying to your readers, and they’ll start ignoring what you’re saying. Find a good balance for your industry and embrace it.

Being Too Promotional 

Obviously, you want to promote your business–you wouldn’t be worried about content marketing if you didn’t. But if you are constantly promoting your business and writing only sales-related content, no one is going to want to follow along. Generally, promotional material should be one-fourth to one-third of your content. You should be offering other content that falls within the 3 Es–educational, entertaining, and encouraging. Offer value to your readers rather than just try to sell them on what you can for them. Teach them something, encourage them, and make them laugh–these all help them trust you. Then, when they actually do need something that you offer, they will trust you enough to invest their money with you. 

Not Reusing Successful Content

The name of the game here is to work smarter, not harder. No one said you have to create a 100% unique and original piece of content every day of the year. In fact, you should be repurposing content that does well. If you have a post that gets more engagement than any others you’ve shared, create another post on the same topic and link them together on your website. At the same time, don’t feel like you need to reinvent the wheel each week. Start your week with one blog post. Then, create smaller social posts throughout the week to support that blog, continuously sending your readers back to your website to engage with the blog, sign up for your email list, or get in touch with you. Repurpose what you’ve already created and what people are already engaging with. Additionally, if you notice that certain types of posts, such as reels or carousels, do particularly well with your audience, embrace that and create more of those. 

Customized Content Marketing Strategy from Lampstand Blogging

No matter what industry you’re in and what your current web presence is like, content marketing is here to stay. It’s a huge part of marketing as a whole, and if a company chooses to ignore or undervalue it, they’re going to lose out on a great deal of business. 

If you’re ready to implement a customized content marketing strategy, get in touch with Lampstand Blogging today. With our decade of experience in the industry, we’re ready to help you make the most of your online presence and take your content marketing to the next level! 

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