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8 Mistakes Brands Make With Content Marketing That Will Produce Bad Content

Biggest content marketing mistakes

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The growing popularity of content marketing has seen more brands and companies taking on new marketing initiatives than ever before. But with risk comes failure. Minimise your downside by learning from these mistakes so your content can truly make a difference!

Not Enough Communication

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Producing content is not an easy task. It requires a team of talented individuals, and just like any team, communication is the core ingredient to its success. You’ll need to spend time guiding creators through the process and prepare detailed and appropriate briefs.

You might feel like you’re doing most of the work while preparing lengthy briefs, but it’s an infinitely safer option than spending money on content that isn’t the way you want it to be because of miscommunications. The briefs also help you minimise changes which will drastically improve your relationship with content creators. Your content will also more likely be produced on schedule as a result. It’s a win-win situation!

Not Knowing What You Want

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Sure, producing content sounds like a great idea, but you’ll also have to understand the intricacies of content creation and management. Understanding what content works for your audience, how to properly utilize keywords, and how to schedule content effectively are only some parts of the process.

If these topics sound out of your wheelhouse, you either need a strategist or to spend a lot of time researching and reading content marketing blogs. Your content can only be maximised with a solid strategy behind it, and you’ll need the proper expertise.

Under Valuing Content Producers

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Every purchaser’s dream is to get something good and cheap. Unfortunately, those two things rarely come in a pair. The same thing goes for content producers. Looking strictly at cost could be a devastating mistake.

Writing requires research and time. If you want a quality product, you’re going to have to pay for it.

Focusing Too Much on SEO

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The slow and unpredictable results of content marketing can be a turnoff for many companies. It’s really tempting when that happens to focus on something that seems more tangible and achievable.

Compared to content marketing, SEO could almost be considered a science. Keywords, meta tags, and so on make you feel like you’re completely in control of a piece of content’s success.

While SEO certainly plays an important part, don’t get carried away by it. The focus should always be about producing better content, not how to appear first on Google. Because even if that happens and your content is lacking, you’ll lose any chance for conversions.

Valuing Quantity Over Quality

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Sure, it’s great to follow a schedule every week, but you’ll also want to make sure you’re not biting off more than you can chew. Talk to your producers to figure out a pace they’ll be comfortable with. Coming up with content at a breakneck pace will just burn out your team and jeopardise the quality of content.

Overly Branded Content

Tossing in a call to action and mentioning your brand a couple of times isn’t such a big deal, but I wouldn’t go beyond that. The whole point of content is to add value to your audiences, customer or not. Bombarding readers with your products and brand is likely to do the inverse of what you want it to do and turn audiences away from your brand. No one likes the feeling of being sold to.

Measuring The Wrong Metrics

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Creating and promoting content is only part of the battle, measuring your results are important too. But the variety of ways to measure engagement can be perplexing. Should you judge the success of your campaign by the number of likes? Click through rates or shares?

It really depends on what you’re trying to achieve with that particular piece of content. If it’s a guide about the best waffles in town and you want to drive traffic to the site, your measurement will probably be clicks and shares.

Knowing what each of the actions represent in each context is required to get the results that really matter.

Lack Of Patience

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Rome wasn’t built in a single day, and neither will a 10,000 follower count if you’re starting from scratch. Content is a long term strategy, and you’ll have to establish yourself as an authority with great content over time.

It’s important to keep this in mind when you make projections. You won’t want to explain why your targets are so off the mark when your annual performance review comes around.