Do you know that more than 90 percent of the B2B marketers rely on content marketing for customer engagement, lead generation, nurturing and sales opportunities? Well, it’s true. There’s data from the Content Marketing Institute to prove it. If you wonder why, there is a simple explanation – content marketing works. Over the years, it has provided the brands with positive results, and that is what puts them in the top of any marketer’s priority list.
However, running a content marketing campaign is not exactly a piece of cake. Even though the chances of getting positive results are better with content marketing, it does not guarantee success for your brand. In fact, there is only 24 percent of the B2B marketers who have received overwhelming results from content marketing. For the rest, things did not go as planned.
If you are investing in content marketing and want it to drive your business into new heights, you need to acknowledge the common mistakes that brands usually make, and put all your efforts to avoid them at any cost. Here, we have enlisted top 10 mistakes in content marketing that you need to watch out for.
Stealing content from somewhere else
Remember the lesson from our childhood that stealing is bad? Well, copying things from other websites is also a form of stealing. And you may get penalized for it under the Digital Millennium Copyright Act (DMCA). If you look at the blog posts that are published on the most popular websites, you may find similar content from several other sources as well.
If you lift ideas from your rival websites or plagiarize the content, you may get in some serious trouble. Receiving a DMCA notice can earn your brand a bad name in the market. Nobody wants that.
You may have realized the fact that there is no ROI from court hearings and legal battles. So it is wiser to refrain yourself from any kind of copyright infringement. Do your research and prepare the content from scratch. If you are using the data from other sources, don’t forget to acknowledge those sources in the reference section.
Having a bad site formatting
Whenever you visit a website for the first time, is it the content of the website that catches your attention first or the formatting of the website? Well, for the most people it is the later one. Generally, a visitor unwillingly forms an opinion about your website the moment he first sees it, and if your website looks repelling or spammy, the quality of your content won’t be enough for you.
The formatting elements, including text, the images, color scheme, navigation, the placement of the media content – everything plays a crucial role in ensuring a richer user experience. If you are not focusing on such elements of formatting, you are actually hurting your own brand. For instance, suppose I am taking an example of one website that is Allessaywriter.com. This is the site its content structure is good and best UX/UI, if any reason its website features inappropriate graphics; bad content structure, inappropriate UX/UI etc. it may repel the potential customers at their first visit.
If you are running a WordPress website, there are hundreds of WordPress themes to choose from. Some of them even offer customization, which means you can personalize the website as per your will. Explore the gallery and choose a good looking theme that suits your website content. Some themes even come with their own set of widgets.
Using made up facts and figures
“Everything you see on the internet isn’t true” – you must have heard this phrase a thousand times by now. And you know why is it so. The statistics and facts that we see on the internet are not always valid. In fact, a significant amount of content creators made up the statistics to give their content some authenticity.
If you are doing the same thing with your content, you need to put an end to the practice. Whether you realize or not, the users are getting smarter every day, and you can no longer fool them with fake data and statistics. If someone finds out that you are putting up made up facts and figures on your website, your brand can earn a really bad name.
Well, if you are doing it willingly, the change needs to come within yourself. However, if you are taking the data from somewhere else and they are offering made up details, there are several tips that you can use to differentiate fake sources from the genuine ones. Go for the credible sources of information, like the government websites, university researches and surveys done by reputed brands.
Not considering the user intent
Search engine optimization is certainly one of the crucial aspects of content marketing. However, that is not the only thing that matters. There are hundreds of content marketers who still believe that posting SEO-rich content on the internet can get them a massive amount of traffic. Well, unfortunately, that is not how it works.
Whether you realize it or not, the search engines like Google are getting smarter with each passing day and providing the users with a more personalized experience. They are treating the user intent as a significant element to rank the pages on a search engine results page (SERP). If you are ignoring user intent while preparing your content, you may not get the desired results.
If you want your pages to feature among the top results in the search engine results, you need to maintain a balance between SEO and user intent in your content. Whether you realize or not, the real reason the pages are optimized for search engines is to provide the users with richer experience. It will be better if you built the content on the basis of user intent.
Not having a proper goal
As a marketer, you must have noticed the fact that the field of content marketing is quite dynamic in nature. The trends keep on changing in this field. To stay relevant to the market requirements every brand needs to set some goals and strategize necessary measures to achieve them. Just posting blogs on your page without any particular target in mind won’t lead you anywhere.
If you are practicing content marketing without having any goal in mind, it is probably because you are working alone. An organization usually sets the goals first and then prepares their strategies. You can also follow the same path. Create a few practical goals for your website and then create the content marketing strategy accordingly.
Sticking to just one form of content
Stressing on one format of content can be rewarding in the beginning, but when you are operating in a dynamic environment, it is not wise to rely on only one particular form of content. If you are focusing only on the blog posts and other textual content, you may not be able to generate new leads beyond your particular circle of audience.
Explore the other forms of content that suit your brand. Videos, especially the live ones are gaining a massive response from the audience. Apart from the videos, there are interesting content formats like podcasts, infographics, and social media posts, which not only boost your reach but also help you generate new leads in the market.
Not updating old posts
Do you post something on your website and then leave it the way it is? If yes, you need to change that habit immediately. You may be aware of the fact that the search engines like Google update their algorithm almost every year to improve the user experience. Quite obviously, when the changes occur, it also affects the SEO requirements at large.
Since the posts are usually created on the basis of latest SEO requirements, they serve accordingly. But if you don’t update the content in compliance with the changing SEO requirements, they will start to lose their SEO ranking, causing you to lose traffic for those specific posts.
Check the top-performing posts in your website every now and then. Also, watch out for the latest trends in the market. It is important to refresh the top-performing posts as per the latest SEO guidelines to ensure they keep fetching better traffic for your website. If it is possible, make the necessary changes on less popular posts as well. In some occasions, a small change in the content can allow it to gain better ranks in the SERPs.
Not measuring the statistics
One of the basic mistakes that small businesses usually make in their initial stages is not measuring the statistics of their content marketing campaign. There are a significant number of elements, which you can measure just by monitoring the metrics of your website.
The latest SEO ranking of a page, the organic reach of your posts, the bounce rate and many other elements can be measured using the help of a proper monitoring system. If you are skipping on that one, you are actually losing the opportunity to improve your content marketing strategy.
There are a significant number of platforms where you can check and analyze website statistics, and learn what changes can be made to your content marketing strategy for better results. Alexa, SimilarWeb, SiteWorthTraffic, etc. are some of the common options where you can monitor the performance of your website and subsequent pages.
Lacking effective content promotion methods
If you think putting the content on the internet is enough to get your desired results, then you are absolutely wrong. The big brands are spending millions of dollars on their content marketing campaigns only to make sure it reaches the audience across the globe.
If you are running a small business, and think content promotion is not relevant for your venture, then you need to make some radical changes in your content marketing strategy. If you are putting no efforts on promoting the content, you won’t be able to achieve your goals.
Complement your content marketing strategy with other forms of marketing. Utilize the social media marketing tools to spread the content across various platforms. Since social media has a better reach these days, this move can help your content get better engagement. Also, there’s email marketing which helps disseminate the content quite brilliantly. And not to forget influencer marketing is also there which can increase the audience engagement if it is used properly.
Not optimizing the content for mobiles
Standing in 2018, if you are not optimizing your website for mobile users, you are actually causing yourself a massive amount of damage. Whether you realize or not, around 50 percent of the internet users access internet on their mobile phones. So, if you are not optimizing your pages for mobiles, you are missing out on a massive number of audience.
There are quite a few of things that you need to perform in order to make your website mobile-friendly. Firstly, you need to optimize large images. They can slow down your website by several seconds. Also, minify the codes and reduce redirects. And finally, leverage browser caching to load the pages faster on mobile. If you are not comfortable with the coding business, you should hire a proficient web designer and assign him/her to make the necessary changes.
Well, the list of mistakes does not end here. However, these are the most common mistakes that affect the content marketing campaigns the most. Now that you are familiar with these mistakes and the ways to avoid them, utilize this information to grow your business, leveraging the content marketing strategies.
Sienna Brown is one of the bloggers and also professional essay editor associated with Allessaywriter. She has done her post-graduation from the University of Melbourne and also holds Ph.D. from Oxford University.
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