Top 5 Content Marketing Mistakes to Avoid
Did you know that 90% of B2B marketers are doing at least some for of content marketing? In fact according to recent surveys b2b marketers are investing 26% of their total budget in content marketing, with small businesses investing even more!
There’s a simple logic to these figures – in the era of social sharing content marketing has become one of the most effective ways to connect with the markets, be it B2B or B2C. The biggest players in the SEO services and online marketing industry have already realized this.
If content marketing didn’t have the potential it does, Google wouldn’t be throwing so much weight behind G+. Even Pinterest wouldn’t have become the phenomenon it has.
There’s lots of articles on how to do content marketing. However, before you decide to jump on the content marketing boat, you must also know what not to do, so that your efforts don’t fall flat on their face.
Content Marketing Mistakes You Must Avoid
1) Absence of a vision
Before you venture into content marketing, assess your requirements. Lacking a clear understanding of what it is that you are really trying to achieve and publishing random content won’t do you any good.
The key questions you need to ask yourself are:
- Who would care about the content I generate – who constitutes my target market?
- What message do I want to send out about my brand?
- What kind of information/entertainment will my target market find relevant?
- What media will my target market find most useful – infographics, videos, articles, blogs, press releases or all of them?
- How will I weave in my promotional messages in my content marketing campaign?
The answers to these questions will help you decide the general direction and tone of your content marketing strategy.
2) Sacrificing content quality on account of keyword quantity
Nothing turns people away from your page more than poorly written and uninspiring content. While optimizing your content for search engines is a must, ensure that you do not go overboard with your SEO strategy and throw in keywords incessantly.
Not only will it put readers off, Google too won’t like you much. Through it’s recent updates Google has shown that it has wizened up to webmasters churning out trash in the name of search engine optimization.
Let your focus stray from offering a good user experience and you will soon find your website sliding down in rankings.
3) Focusing in link building only
While inbound link building does help your site’s SEO efforts, content marketing is not limited just about generating backlinks.
The idea of content marketing is to make remarkable editorial contributions by creating relevant and engaging content. Your content on it’s own should have the power to generate traffic for your website and improve your brand value by encouraging social sharing. The backlinks that you get in return would be added bonus.
So, don’t fall into the trap of buying links or rights to host your blogs on certain websites. Your focus should be identifying high PR authority sites in your niche area for your guest blogs and articles. In addition to that you may also consider techniques like:
- Press Release Distribution
- Document Sharing
- Multimedia sharing (videos, blogs, pictures); etc.
4) Not being current enough
Google loves websites that constantly update their content and continue to publish latest information. You may have put up interesting information on your site initially which got you many hits.
But over time, as the freshness of the information begins to fade, visitors and even search engines lose interest in your website. The result—sliding rankings.
5) Absence of a comprehensive SEO strategy
SEO is not just about having the right keywords appearing regularly across all your content on your website. Search engines also look for keywords in your article titles, page titles, meta descriptions and title tags when ranking your site on the results page.
Make sure that your keywords are well used across all these components of your website as well. This will make it easier for search engines to notice your website and feature it in search results.
Content marketing when done right promises phenomenal results. The key point to remember before drafting your content marketing plan is to stay focused on creating engaging content for humans and not search engines.