5 common content marketing mistakes and how to avoid them 

Wondering why your content marketing strategy isn't working? Are you making any of these 5 common mistakes? Take a look at our guide to find out how you can avoid them and create a successful and effective strategy for your business.

Content marketing has become the backbone of digital marketing, with businesses leveraging it to create brand awareness, generate leads and increase sales. Research shows that 91% of marketers achieved success with their content marketing efforts. 

However, getting content marketing right can be daunting with many pitfalls. Many marketers make a few common mistakes that can be costly, frustrating, and negatively impact your content marketing strategy. 

In this blog, we’ll highlight the five common mistakes we see made in content marketing and provide you with actionable tips on how to avoid them. Whether you’re completely new to content marketing or you’ve been trying to do it yourself, and you don’t know what to do next, our blog will help you to steer your content marketing strategy in the right direction. 

What is content marketing? 

Before we look at the common mistakes made, let’s have a look at what content marketing actually is. 

Content marketing is a vital part of modern marketing strategies designed to help businesses create and distribute high-quality content that resonates with your target audience. 

The key goal of content marketing is to provide value to your audience by sharing information that’s useful, informative, and relevant to their interests. 

Find out more in our blog: What is a content marketing strategy and why should you implement one? 

5 common content marketing mistakes 

If you get it right, content marketing can be an extremely valuable tool for your business. However, there are a few mistakes that can hinder the success of your campaign. Here are just some of the biggest content marketing mistakes we see and how you can avoid them. 

Mistake #1: Not understanding your target audience 

One of the biggest mistakes you can make when creating and distributing content for your business is failing to understand who your audience is and what they want from you. 

You can create loads of great quality content but, if your audience doesn’t relate to it or it doesn’t solve a problem and answer their questions, they’re not likely to stick around and read it to the end. In fact, they’ll probably head back to Google, find one of your competitors and read their content instead. Then, the likelihood is, they’ll buy from them too. 

To avoid this mistake, start your content marketing strategy by thinking about exactly who you’re targeting and what they’re going to want to know from you. Do some research and find out more about the information they’re looking for when they’re researching around your products or services, have a look at what your competitors are doing and conduct some keyword research to see what questions they’re asking and what they’re looking for. 

Mistake #2: Creating content that’s too promotional 

Another huge mistake is creating content that’s too promotional. The whole purpose of your content marketing isn’t to directly sell to your customers. You need to provide information that will help them decide whether your product or service can solve their problem or their need at each stage of the customer journey. 

This means creating educational and informative content without openly pushing your product or service too much. 

Creating compelling content is essential to the success of any content marketing strategy. It not only helps with educating your target audience, it also encourages them to engage with your brand too. 

Forms of content include:

  • Blogs 
  • Social media posts 
  • Ebooks 
  • Infographics 
  • Webinars 
  • Images 
  • Videos 

All of these types of content provide you with numerous opportunities to connect and interact with your customers. If you use them properly, these types fo content can improve brand visibility, enhance customer loyalty and drive profitable customer actions. 

By providing valuable and relevant information to your audience, you’re not just promoting your products or services but also establishing yourself as a thought leader in your niche. Not only can this help to drive SEO results, it also helps you to build a strong online presence and gain an edge over your competitors. 

Mistake #3: Failing to measure success 

Failing to measure the success of your content marketing campaigns can make it difficult to determine what works and what doesn’t. Google Analytics provides valuable insights into what works and what doesn’t allowing you to continually refine your approach and improve ROI. 

Analysing data such as click-through rates, engagement rates, and conversion rates will help you to identify what’s working and what you need to improve on. 

Content marketing can help your brand to appear in the search engines when people are searching for relevant terms so measuring your rankings can also give you a good indication of how your content is performing and how much traffic it’s driving to your site. 

Mistake #4: Failing to create a proper strategy 

Without a clear plan in place, your content may lack direction and fail to resonate with your audience. We always recommend doing some keyword research, outlining your customer’s pain points and thinking about the content that will resonate the most with them when they’re finding out more about your business. 

Not having a proper strategy in place means you’ll just be creating content on an ad hoc basis and there will be no real plan behind it. As a result, you might find that your content doesn’t drive the results you’re hoping for. 

You should plan to create content regularly and post it to as many different channels as you can. This might be other websites or your social media channels. Distribution is just as important as creating the content in the first place because it ensures that its seen by your target audience when they’re browsing online. 

Mistake #5: Not being consistent 

Like any digital marketing campaign, consistency is key for content marketing so make sure you plan to create and publish content regularly. 

Finally, make sure you leverage all available channels to get your content out there to make sure you maximise its reach and effectiveness. 

Once you have the right elements in place, you should create a strategic plan that outlines how, when and where your content will be distributed. The plan will ensure that your messaging is clear, relevant and engaging and help you to reach the right people, in the right places. 

Key takeaways 

Content marketing is a powerful tool that can take your business to the next level. However, implementing it successfully requires careful planning, execution and monitoring.

In this blog, we have discussed some common mistakes that marketers make and we have provided actionable tips on how to avoid them. By understanding the pitfalls of content marketing and taking the right steps to create engaging, valuable content that resonates with your target audience, you can reap the benefits of a successful content marketing strategy. 

Remember, creating high-quality content is not a one-time activity. It's an ongoing process that requires consistent effort, creativity and patience. With these tips in mind, you can optimise your content marketing strategy and achieve your business goals. 

If you’d like to learn more about how content marketing could work for your business, why not request a free digital marketing audit we could show you how it could drive results for you. 


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Blog written by

Lucy Forrest
Digital Account Manager