Content marketing mistakes

Content Marketing Mistakes You’re Making (And How To Avoid Them)


The Content Marketing Institute found that 92% of marketers say their companies view content as a business asset. So, it’s important to maximise the Return On Investment (ROI).

But, it’s a crowded market and your content needs to stand out with no mistakes or it will be missed. In March 2019, over 4.4 million blog posts were published every day. You can even see the number of blogs published each day go up live on the website.

We have taken a look at some of the biggest content marketing mistakes that are being made, and how you can avoid making them yourself.

Not using user-generated content

User-generated content is any content that’s been created by users, rather than brands. This can include blog posts, images, videos and reviews. Consumers are 2.4 times more likely to feel user-generated content is authentic compared to content created by brands. By not creating user-generated content, marketers are missing out on building consumer trust and credibility. Also, by using user-generated content, brands are able to save time and money.

Marketers should look at what inspires their audience to create content and engage with their business. Using social media channels like Facebook and Instagram are a great way of executing a user-generated content campaign.

Not creating reusable content

A quality piece of content takes up a lot of time – so why would you only use it once? To maximise Return On Investment, marketers should look at creating content that can be repurposed in different forms and posted on different channels. For example, can a piece of content be changed into an infographic and split into shorter videos for social media? The time and research has been undertaken to create the first piece of content so why not make the most of it?

Not approving content

As mentioned earlier, it’s important that your content has no mistakes and a way to avoid having any is by having it checked by someone. By having a process in place can allow content to be checked and published on time. Using email and spreadsheets to manage content approvals can take up time and there is a chance that you can lose track of approvals. A content management platform can support marketers to prepare, approve and publish content on time and without mistakes. They also allow marketers to track revisions and changes in one place.

Not creating enough content throughout the sales funnel

There are a lot of stages of the sales funnel and it’s important that marketers create enough content that addresses each stage. If you focus on creating content such as educational content that only addresses the awareness stage, you will be missing out on potential customers who are further down the funnel.

Not reviewing your content marketing performance

As with all marketing, how do you know how well you are doing if you do not review. Without sitting down and analysing your content marketing, there’s no way of knowing what has worked and what hasn’t. Also, how do you know which content is performing well and should then be reused? You should aim to sit down with your team and review at least quarterly to see what has worked well and what hasn’t. Engagement metrics such as page views, social media shares and the time spent on the page can all help with measuring how successful a campaign has been.

Not promoting content

You have done the hard work researching and writing a fantastic piece of content. But, all that is wasted if no one knows that it is there. Marketers should also look at promoting the content to ensure the maximum reach. Marketers should spend more time promoting the content than creating it. A rule that most follow is the 80/20 rule. Spend 80% of your time promoting the content, and 20% creating.

By planning your content marketing campaigns and reviewing them, you can avoid making mistakes that have been mentioned. As discussed, there are many things to consider when creating an effective campaign, and if done well, marketers can reap the rewards.

Written by: Thomas Coughlan
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