Gone are the days when marketers used aggressive selling techniques to push their products on customers. Today’s customers know they need more than that. After all, not everyone on the internet wants or is ready to purchase something. Most of us just want to engage with brands we love.
That’s where content marketing fits into the picture. Every savvy business understands they should leave no stone unturned when it comes to creating content their audiences love. It makes sense now why more than 82 percent of marketers are actively using content marketing—regardless of their size and the industry they belong to, from blockchain game companies to medical providers.
Content is the backbone of your overall marketing campaign. Your website needs content, your social media profiles need content, and even your sales email needs content.
That all said, creating content can be hard, and it’s even harder to create content that resonates with your target audience.
To make things a bit easier, I’ve put together a list of some often-overlooked content marketing mistakes. By avoiding these pitfalls, you can set your business up for success.
Mistake #1. Creating low-quality or unoriginal content
Creating content for the sake of doing it is a recipe for disaster. Your target audience is smart enough to spot low-quality or unoriginal content from a mile away. If you simply paraphrase what others have already said or regurgitate the same information over and over, you’re not going to get very far.
Not to mention that those copy-and-paste types of content can actually hurt your ranking on Google.
To avoid this content marketing mistake, make sure to take the time to create high-quality, original content that will resonate with your target audience.
Instead, focus on creating content that is high-quality and original. Of course, this might sound backbreaking and time-consuming, but the quality should always be more important than the quantity.
Creating content can be a time-consuming process, but it’s worth it if you want to succeed in content marketing.
Mistake #2. Failing to determine the target audience
When you create content for everyone, you create it for no one.
One of the most common content marketing mistakes is failing to target your audience. It is important to remember that not all content will appeal to everyone.
When creating content, always keep your target customer in mind and create material that will be interesting and relevant to them. Ask yourself these questions:
- Who is my target audience?
- What are their interests?
- What type of content will they find useful or interesting?
Answering these questions will help you create content that is targeted and relevant to your audience, which is more likely to lead to conversions.
Mistake #3. Too promotional
Your audiences are constantly bombarded with those marketing messages every single day and they are getting better and better at ignoring them. No one wants to be provided with sales pitches all the time.
By all means, if your content is too promotional, you risk turning off your readers and losing their attention. Instead of shoving your product down their throats, focus on creating valuable content that will help them in some way.
One way to do this is to create evergreen content, which is content that is relevant and useful regardless of the time or season. This type of content is more likely to be shared and generate leads for your business.
Mistake #4. Not including calls to action (CTAs)
Your content may be high-quality and relevant to your target audience, but if none of them take action, then what’s the point? A call-to-action is a prompt that tells the reader what to do next, such as signing up for your email list or visiting your website.
Without a CTA, your readers may enjoy your content but never take that next step to become paying customers. Make sure to include a CTA at the end of every piece of content you create. By doing so, you increase the chances of turning leads into customers.
Mistake #5. Not measuring the results
Content marketing strategies are so much more than creating a price of content and making it live on your website or other digital platforms. You also need to take the time to track the results of your efforts and analyze what’s working and what’s not.
This is the only way you’ll be able to determine whether or not your content marketing strategy is successful. Without measuring the results, you have no idea what kind of content your audiences actually like and which ones they least respond to.
There are a number of metrics you can track, such as website traffic, leads generated, conversion rate, and social media engagement. By measuring the results of your content marketing campaigns, you can make the necessary changes and improve your strategy moving forward.
Mistake #6. Hoping for an overnight success
One of the biggest content marketing mistakes is expecting overnight success. Unfortunately, it doesn’t work that way. Just like any other thing in this world, success takes time, effort, and patience. Even when you use paid promotion, it can never guarantee you an immediate return on your investment.
It’s important to be realistic with your expectations and understand that it will take some time to see results. Rome wasn’t built in a day and neither is a successful content marketing strategy.
Consistency is the key when it comes to content strategies. You need to be producing high-quality content on a regular basis if you want to see results in the long term.
You also need to make sure that your content is high-quality, relevant, and engaging if you want it to be successful. By avoiding those common traps mentioned above, it would be much easier for you to set your business up for success and create a solid content marketing foundation that will serve you well into the future.