Fixing Common Content Marketing Mistakes





Blog Date

May 27, 2024


UK, Manchester

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Fixing Common Content Marketing Mistakes

Fixing Common Content Marketing Mistakes

If you’re an ambitious business owner or marketer, chances are you’ve dipped your toes into the world of content marketing. And why wouldn’t you? It’s one of the most effective ways to reach and engage your target audience in this digital age.

However, the content marketing landscape is a minefield of potential mistakes. I’ve worked with countless businesses, and let me tell you – I’ve seen it all. From the overly salesy approach to the complete lack of data-driven strategy, these blunders can quickly derail your content efforts and cost you dearly.

But fear not, my friends. Today, I’m going to share the most common content marketing mistakes I’ve encountered, and more importantly, how you can avoid them. By the end of this article, you’ll be armed with the knowledge to create a content strategy that captivates your audience and delivers a stellar return on investment.

Mistake #1: Relying on Gut Instinct Instead of Data

Many companies fall into the trap of “brainstorming” blog topics based on what they think their customers might want to read. This “see what sticks” method is the content marketing equivalent of throwing spaghetti at the wall. Sure, some of those ideas might resonate, but the majority will fall flat.

At Intergrowth, we take a different approach. Our content strategies start with data. We analyze our clients’ competitors to see which blog articles are driving the most ROI. Then, we identify the weakest links and figure out how we can do a better job on those topics.

But we don’t stop there. We also scour social communities like Quora and Reddit to uncover the most popular topics that our clients’ customers are discussing. This gives us a treasure trove of ideas that we know will resonate with our target audience.

Mistake #2: Forgetting to Define Your Target Reader

It’s easy to get caught up in the writing process and forget about who you’re actually writing for. But trust me, this is a crucial step that can make or break your content.

Each blog article should start with a clear definition of your target market. Ask yourself questions like: Who would benefit the most from this topic? What level of detail do they need? How can I position the article to provide the most value to this reader?

At Casual Astronaut, we often write for marketing specialists – the people who are creating content, optimizing websites, and more every day. Why? If we can produce quality content that helps them grow as marketers, they’re more likely to see us as an authority in the field. These readers become regular readers, share our articles, and help boost our visibility.

Mistake #3: Ignoring the Customer Journey

Another common mistake I see is a failure to consider where the reader is in their customer journey. Unless you’re selling something with a tiny price tag, most of your customers won’t be ready to buy the first time they encounter your content.

As HubSpot eloquently puts it, customers go through a process before making a purchase. Your content should be tailored to the specific stage they’re in, whether that’s awareness, consideration, or decision.

For example, someone reading your article on backlinks might not be ready to hire your agency right away. But they might go on to read more of your content and eventually reach out when they’re ready to scale their business.

Mistake #4: Failing to Optimize for Search

Search engines are the lifeblood of content marketing. According to a study, search engines drive 10 times more traffic to websites than any other marketing channel. So if you’re not optimizing your content for SEO, you’re leaving a ton of potential leads on the table.

The basics of SEO-friendly content include:
– Conducting keyword research to identify the terms your target audience is searching for
– Incorporating those keywords naturally throughout the article
– Ensuring your content is easily scannable with clear headings and subheadings
– Building backlinks to your content from authoritative external sources

At MCR SEO, we live and breathe this stuff. We work closely with our clients to create content that not only engages their audience but also ranks high in search results, driving a steady stream of qualified leads to their doorstep.

Mistake #5: Neglecting to Measure Performance

I get it, content marketing can feel like a nebulous, ever-changing beast. But that’s no excuse for failing to track the performance of your efforts. After all, how else are you going to know what’s working and what’s not?

According to the same study, 57% of B2B marketers say that SEO generates more leads than any other marketing initiative. Can your business afford to miss out on this powerful sales tool while you figure out content marketing?

At a minimum, I recommend reviewing your content marketing performance every three months with your team. Ask questions like:
– Which articles are driving the most traffic and engagement?
– How are our conversion rates on content-related landing pages?
– Where are we seeing the best ROI on our content investments?

Continuous optimization based on these insights is the key to transforming your content marketing from a money pit to a valuable, lead-generating machine.

Wrapping Up

Content marketing is a powerful tool, but it’s not without its fair share of pitfalls. By avoiding these common mistakes and embracing a data-driven, audience-centric approach, you’ll be well on your way to content marketing success.

Remember, content marketing is a long game. It takes time, effort, and a willingness to learn and adapt. But if you put in the work, the rewards can be truly transformative for your business.

So what are you waiting for? Get out there, start creating, and watch your brand’s reach and influence grow. And if you need a little help along the way, you know where to find us.

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