While we all hope to avoid them as much as possible, mistakes can actually fuel growth. Here are some of the most easily preventable content marketing errors, which could be stunting your company's growth.
Publishing lackluster material. If your content simply regurgitates well-known facts, you aren't likely to strike a chord with your audience. Make sure you are publishing informative content that is up to date with modern trends. If you don't have anything new to say, at least come at the topic from a unique angle.
You sell when you should teach. If you want to build an audience and create sharable material, focus on teaching instead of selling. Modern consumers have a keen eye for content that's shilling a product or service. Make sure your content is informative and useful, or you will have trouble generating engagement.
Your content isn't authoritative. In addition to cultivating an audience, your content should also paint you as an authority in your field. Make sure you know what you are talking about, and consider citing reputable sources as much as possible. If you are an expert on a particular topic, leverage this asset. If not, consider outsourcing, instead of attempting to just “wing it” yourself.
Your content isn't evergreen. It's always a good idea to publish timely content based on industry news and recent trends. At the same time, you also want a good mix of evergreen content that will never go out of style. When content is based on static issues and information, it tends to offer enduring promotional power.
Your content is too broad. Many marketers believe that they can capture a wider audience by casting a bigger net. In reality, you will have a much easier time making traction with your content by focusing on niche markets. Make sure to narrow your focus, so you can connect in a more personal way.
Your content isn't optimized. Years ago, marketers could get their content to the top of Google's SERPs by stuffing it full of keywords. These days, Google's algorithms have advanced to the point where informative, relevant content trumps all. With that said, you still need to make sure your content is optimized for keyword phrases that are relevant to the topic and your industry. You also need to make sure you aren't overdoing it, or Google is likely to penalize your content, no matter how good it is.
You don't measure performance. If you aren't using analytics to gauge the effectiveness of your content, you are basically playing "roulette." It's critical that you know which topics drive the greatest engagement, so you can focus your efforts on related material. You should also be able to assess visitor behavior to see where people stop reading and/or start clicking.
When performed properly, content marketing is the most effective - and the most cost-effective - way to sell your products, services and brand. Just make sure to watch out for common mistakes that could hamstring your campaign. You should also do your best to keep up with evolving trends, so you can refine your content marketing strategy as needed.