Content marketing can be a great marketing strategy when it’s used correctly. According to the Content Marketing Institute, only 88 percent of B2B marketers use content marketing, and only 30 percent of them say it’s effective for their business. Unfortunately, that means that nearly 70 percent of marketers who invest in content marketing get virtually no payoff.
In this article, we will be exploring some basic content marketing mistakes that many businesses make and how you can avoid them. This way, you can full advantage of this effective marketing technique.
1. Not Creating a Plan for Distribution and Promotion
Writing your content is just the first step of the content marketing process. You need to formulate a plan for distributing and promoting your content. After all, it does not matter how good your content is if nobody reads it. Without readers, you will not increase your leads or sales, which is the whole purpose of content marketing.
In addition to planning out your content, be sure to include a plan for exactly where, how, and when you will publish and promote each piece of content. By thoroughly preparing in advance, you can ensure that your business will get the most out of your content and it will create its maximum impact.
2. Placing Too Much Emphasis on SEO
Let us be clear, SEO is an incredibly important part of content marketing. It can help you to rise through the search rankings, expose your business to a new audience, and get your more customers. However, SEO should not be the centerpiece of your content marketing strategy.
When the goal of your content is to rank higher, the actual content begins to suffer. You may begin focusing only on keywords instead of creating content that provides value to your customers. Doing this too much can make your content entirely illegible.
Instead of placing all of your energy on SEO, focus more on writing good content. Then, once you have your content written, review it and find the most relevant keywords to add in. Don’t build your content around keywords; sprinkle them in where you can.
3. Not Creating Enough Engaging Content
Many businesses get caught up in the idea that they need to always be producing content. While it is good to release new content on a steady basis, it is more important to focus on what is in that content. Your content must be engaging to your readers and provide them with actual value. Don’t simply create content for the sake of creating content.
When you are deciding which subjects to focus on, take a moment to think about what your customers actually want to read and learn about. One way you can find this out is by referring to your analytics (mistake number 4). You should also check out your emails and social media accounts. See which questions people are asking you and what aspects of your business they are struggling with the most. Then, use your authority and industry knowledge to produce content that is genuinely helpful to them. You can also just buy prewritten content here at BetterContent if you don’t want to waste your time. This way, you can be sure you will have content that people would love to read and share.
4. Failing to Learn From Analytics
No content marketing plan is complete without running analytics. Unfortunately, many businesses either do not know what to look for in their analysis or they do not run analytics at all. Both are terrible mistakes that can cost a business dearly. Proper analytics should offer information that can be used to make all of your content marketing decisions. Here are the four main marketing metrics that you should pay close attention to:
- Lead generation
If your business is not paying close attention to all of these, your business may suffer the consequences and even lose potential customers.
Rectifying this mistake is very simple: make your analytics the centerpiece of all of your content marketing decisions. Refer back to your analysis when doing everything from picking out topics to deciding where and when to publish to promoting that content.
5. Not Using Your Content to Its Full Extent
Making new content takes a lot of time and even more money. Many businesses do not realize that they can make their old content work for them. There are tons of ways that you can incorporate older content into your marketing strategy. Update and re-use already-published content to save your business time and money.
Here are a few ways of how you can revamp your content:
- Revisit your SEO work to make the content appear higher in rankings
- Update any data, statistics, and research studies to offer newer information
- Add supplementary information like videos, maps, pictures, and other tools
- Optimize your content for mobile devices
6. Only Publishing One Type of Content
As far as content goes, people like to see variety. If you only share blog posts, you may lose some viewers to boredom. Keep it interesting and post all sorts of different types of content. This may include blog posts, images, infographics, how to articles, and more.
Content variety may play a role in SEO as well. Not too long ago Google made the decision to devalue guest posting links. Many companies based their content strategy around guest posting were hurt because of this shift. By sharing different sorts of content, you can prevent something like this from happening to you.
Take a look at your content marketing strategy and determine if you are making any of these fatal mistakes. If so, update your strategy so you can get the most out of your marketing efforts.