Content marketing: 5 common rookie mistakes—and how to avoid them

by | Oct 16, 2019 | Analysis, Public Relations

Content marketing has become one of the best methods to advertise and promote content, services, and everything a business has to offer. However, anyone who has even the slightest experience can agree on one thing—it can be quite challenging.

Since this marketing type differs a lot from other types, it is easy to make mistakes at the beginning that might cost a lot to fix in the future. That is why we are going to focus on the few most common mistakes content marketing beginners make. Together, we will find a way around these challenges.

A brief history of content marketing

The first-ever appearance content marketing had in the world of media and advertising was in the late 19th century, when The Furrow Magazinepublished advice and information on how farmers can improve their business. In just a few years, the number of readers skyrocketed from thousands to four million.

The next business to follow this revolutionary marketing type was the French tire company Michelin,which published a 400-page guide offering advice to drivers on traveling and auto-maintenance. After this, it wasn’t long before other large brands started catching up with the trend, and content marketing was born.

Now, with the rise of the internet, the popularity of this marketing method grew even further and took the entire media industry online. In effect, this made content marketing the number one advertising and promotion method for social media.

What makes content marketing #1

More than 80 percent of businesses in 2019 have revealed that they already invest or have plans to invest in content marketing. But if we take a closer look at the statistics, we can see just what makes content marketing the best method for advertising on the internet.

The reason is that content marketing offers something other marketing methods don’t—engagement with readers. Engaging with people who read, watch, or listen to that content is key to creating even more content that’s appealing to people.

What’s more, it shows astronomical results.

Most common content marketing rookie mistakes

Now that we’ve quickly run through the basics of content marketing, we are going to focus on the few common mistakes new marketers make, and how to avoid them when you are looking to grow your own business or brand.

  • Lack of human resources

If you are interested in content marketing but are starting from scratch, the first and most important thing to keep an eye out for is a lack of human resources. Back in 2017, only 18 percent of marketers revealed that their organization had the right tools and technology to manage their content marketing efforts. Another 45 percent said that they had the right technological tools, but they weren’t able to use them to the full potential.

Finding the right people and having a clearly defined goal is something that every marketer must have before diving into the waters of content marketing.

  • Off-schedule content distribution

The key to building an engaging audience that will regularly keep track of your content is to schedule your posts. This means that you should post content at a specifically chosen time during the day, several times a day, as many posts as you can. In other words, the more regular content, the better off you are.

  • Focusing on promotion instead of education

Most people prefer content that is entertaining, fun, easy to absorb, and educational. We tend to turn away from content focused on promotion of a specific product or service. This is a big lesson to keep in mind when creating your own content, as you should focus more on content that is inspiring, easy to connect with and, most important of all, content that gives the audience something they can learn.

  • Undefined audience

This is one of the biggest mistakes rookie marketers tend to make. The content you create should be intended for one or several groups of people. But since you can’t create content for everyone, marketers use a method called “target audiences.” They create their content based on the reviews, engagement, and appeal to a specific group of people—not everyone—and then build a connection with this target group.

  • Not following trends

Sometimes a good, sometimes a bad thing to do, a large number of marketers who choose to not follow trends get stranded in a dead-end. In the world of content marketing, keeping an eye on the latest most notable trends and incorporating them in your marketing strategy is crucial for getting the attention of the viewers and raising their interest in what you have to offer. So, some friendly advice: Always stay up to date with the latest trends.

Content marketing is a method that has been growing and developing for decades. Who knows what we can expect in the future? Check out the infographic below for more insights:

Content marketing: 5 common rookie mistakes—and how to avoid them

Maja Talevska
Maja Talevska is a content curator and contributor for several different publications, including Review42.com. As one of her biggest passions, writing is more than just a profession, which is why she always delivers top-notch content.


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