12 common content marketing mistakes
Here’s what not to do with your content marketing
Content marketing is everywhere. Nowadays, every business regularly publishes content online and on social media.
Content marketing, it’s creating content to help you sell stuff, right? How complicated can it be? Well… it’s actually much more complicated than it seems. And even professionals still get it wrong sometimes.
Here are 12 common mistakes many marketers and companies make when working on their content marketing.
1. Publish content as you go
You have a blog and a newsletter, a strong presence on social media, maybe you also post videos on your YouTube channel and you regularly host webinars… Creating and publishing different forms of content is great, but to succeed, you need a plan and teams working together. The last thing you want is a lack of consistency between your communication channels.
2. Target the wrong audience
Before you start creating a podcast – because your manager thinks they’re trendy, or create an account on every possible social media – including TikTok, you need to ask yourself if that’s the best way to reach your target audience. Don’t fall into the trap of creating content just to please your company’s directors or impress other professionals in your industry.
3. Content for the sake of content
Every time you’re planning to create some marketing content, you need to know what your goals are. What do you want to achieve with this piece of content? Sell more? Increase traffic, conversions, brand awareness? Publishing content for the sake of it is useless. Each blog article, newsletter, post on social media should serve a purpose.
4. Make it about you, your company, your products
We’ve said it before and we’ll say it again: unless your brand has a very interesting origin story people can relate to, no one wants to hear about you. In your content, you should avoid talking too much about yourself or use jargon, specific to your company, that your customers might not understand.
5. Focus too much on sales and promotions
Yes, we get it, you want to sell your products or services. This is marketing after all. But the risk is to alienate your potential customers. People come to your blog, social media or other channels to find information and interesting content. If they simply wanted to buy, they’d go directly to your e-commerce website.
6. Ignore SEO or become obsessed with it
Finding the right balance is crucial. SEO is extremely important when it comes to online content. You need to pick the right keywords, match your users’ search intent, optimise your web pages… But you shouldn’t become obsessed with SEO either. Never forget that you’re creating content for people – readers, viewers, listeners – and not just for Google’s web crawlers.
7. Apply the same rules to all markets
If you’re trading in different markets and creating or localising content for different countries, you can’t assume that what works for one market is also going to work for another. It’s not just a question of language. You need to adapt your content marketing strategy for each market if you want to be successful.
8. Stick to outdated and lazy practices
In the field of content marketing, things are in constant evolution, whether it’s SEO best practices, social media’s algorithms or data analysis. You and your team need to keep yourselves updated to stay at the top of your game. “We’ve always done it that way” is a terrible excuse for bad content marketing.
9. Go for the cheapest options
For marketing content like for everything else in life, you get what you pay for. If you’re looking for the cheapest agency or you only work with junior writers because of their low rates, don’t be surprised if your content lacks quality and if the performance doesn’t match your expectations.
10. Value personal opinion over data
Great marketing content requires a good amount of creativity. But being creative doesn’t mean following your gut feelings or giving feedback based mostly on your personal opinion. Trust the experts (designers, copywriters, translators) and base your decisions on facts and data you’ve gathered. When in doubt, remember that testing is a good way to know if something works or not.
11. Don’t track the results, nor review the performance
Once you’ve published a blog post, sent an email or posted on social media, the work is far from being done. How can you know if your strategy is working if you don’t track your results? You should regularly review the performance of your content so you can change your approach if needed. Share the results with your team so everyone involved can work on improving the performance.
12. Forget the call to action
You want to provide useful information, create entertaining, relevant and interesting content, that’s great! But don’t forget the goal of content marketing, and don’t forget the call to action! You need to add clear CTAs – ideally, more than one – in order to convert your readers, followers or viewers into customers.
At Cam’s Writing, we love content marketing. That’s why we’re specialised in copywriting, localisation and content optimisation. Our goal is to provide reliable and accessible content solutions to help you reach your target audience in France, in the UK – or both.
If you have any questions or need any help with your content marketing, give us a call.