The world of content marketing is snowballing. But with all the noise and hustle, it’s tough to stay on top of trends and keep up with recent developments in the space.
To help you stay ahead in your industry and make better content decisions, we’ve compiled this list from a digital marketing agency, outlining the common pitfalls that content marketers fall into—and how to avoid them.
The Most Common Content Strategy Mistakes
Content strategies can be as varied as the people who write them. But there are a few mistakes many marketers make repeatedly. Here’s our list of the most common content strategy mistakes.
1. Not Documenting Your Strategy
Most content marketers are so busy with their day-to-day responsibilities that they don’t have time to document their strategies. But without a simple plan, it can be difficult for your team to execute all of their projects effectively.
To ensure that everyone is working toward the same goals and sharing the same vision, it’s essential to create a documented strategy that outlines how you want your content to look—and why.
2. Working Without Personas
A persona is a fictional character representing your ideal customer, and it’s the most important thing you can have in a content strategy. If you don’t know who your target audience is, how can you possibly create relevant, compelling content for them?
You may think that personas are only helpful for B2B companies—and they certainly can be. But if you sell to consumers, having a few personas on hand will help ensure that every piece of content resonates with your target audience.
3. Forgetting to Get Approval before Publishing Content
The best way to ensure that your content is engaging and relevant is to get feedback from your target audience before publishing it. That means asking for approval from real people—not just other marketers.
If you can’t get approval from real people before publishing, then at least ensure that the content team has seen it first (and ideally, so has someone outside of a marketing agency).
4. Thinking Too Big or Too Small
If you’re new to content marketing, starting with a huge blog post or video series that covers everything under the sun can be tempting. But this is often too much information for people unfamiliar with your brand and its unique selling proposition.
Instead, focus on one or two topics most relevant to your audience and write about them, with many supporting examples and case studies.
5. Making Scattershot Content
If you’re unsure what to write about, start by creating a list of topics that apply to your business. Then narrow them down based on how much time you can commit and how frequently you want to publish new content (ideally at least once weekly).
If your content is all over the place, people will get confused about what makes your brand different from others—which will hurt rather than help sales.
6. Not Measuring or Not Measuring Effectively
One of the most critical parts of content marketing is measuring your results. Without tracking and analytics, you’ll never know what impact your content has on key metrics like leads, sales, and traffic.
If you don’t have tools to measure these impactful metrics before publishing new content, start by tracking how many people click through each piece of content on social media or landing pages.
7. Ignoring Your Channels
Every content marketer needs to understand their target audience and where they spend time online. Whether it’s on social media, reading blogs, or consuming news articles—these are all places you can find your potential customers and connect with them.
If you only focus on one channel (like blogging), you’re missing out on an enormous opportunity to reach new audiences who aren’t reading blogs but might browse Facebook, for example.
8. Not Optimizing for SEO
SEO has changed a lot in the last couple of years, and if you’re not optimizing your content for search engines, it’s challenging to find it online.
When new people search for information about your topic or industry, they want answers—not another article about nothing but itself. If you don’t have original content optimized for search engines, you’re missing out on a huge opportunity for traffic and engagement.
9. A Weak Production Pipeline
If you want to produce more content, then you need to have a strong production pipeline that allows you to do so. This means having a process for creating content, including tools like templates and tools for writing fast.
A production pipeline also helps you schedule posts so you can have a steady stream of new content on your website.
10. Content Isn’t Tied to a Goal
Content marketing is a powerful tool for increasing traffic, leads, and sales. However, if you don’t have any goals when creating content, it will be hard to measure its success.
This means that your content strategy needs to be tied to specific goals so that you can measure whether your efforts are effective.
11. Not A/B Testing
You might have heard about A/B testing and wondered what it is exactly. A/B testing allows you to compare different versions of something (in this case, your content) against one another to see which version performs better.
This process helps you decide what content types will work best for your audience.
12. Not Mapping the Journey
When you create content, it’s essential to think about the whole experience. This includes mapping customers’ journeys as they interact with your brand and its products or services.
By improving upon each step in this process, you can better understand how people interact with your business and what kind of content they need at each stage.
Content marketing is one of the best ways to promote your business. It allows you to create valuable, engaging content that builds trust with your audience and ultimately drives sales. If you want to improve your content marketing strategy, start by using these 12 tips.