How to Avoid Content Marketing Mistakes

Posted on October 10th 2013

How to Avoid Content Marketing Mistakes

ImageGreat content should inspire loyalty and interest from potential consumers. As more companies embrace the importance of content marketing, there are still many common missteps. Here are some content marketing mistakes to avoid:

Mistake #1: Not setting clear goals

Attempting any type of content marketing without having any clear goals in mind is pointless. Your content will not be able to achieve what you want if you don’t even know what you want. What can you do? Take the time to develop goals that support your overall business strategy. Examples of some goals might be:

  • Increasing website traffic
  • Generating social referrals
  • Building brand awareness

Once you’ve established your goals, then you can create action items that can help guide your content marketing strategy.

Mistake #2: Not involving other departments

In many organizations content creators often work in silos, and more often than not these content creators are not communicating with each other. This results in confusion and mixed messages for consumers. If two departments are writing about the same topic without talking to each other, then this not only creates duplicated efforts, but if the content is not consistent, then it may confuse your customers as well. What can you do? Create a master editorial calendar that guides content for multiple platforms. This will encourage consistency and collaboration.

Mistake #3: Only using the blog to market your content

Are you only using your blog to market content? In order to broaden your reach you should include channels your customers are already using, and exploring different ways your content can be shared. What can you do? Try leveraging blog posts to develop infographics or even including videos in your blog posts. Exploring different channels may inspire additional opportunities for you.

Mistake #4: Talking too much and not listening

Nothing is more annoying than a brand that is always selling. If this sounds like you, then you’re missing the opportunity to engage with your readers. Listening to what your consumers are saying about you and other interests will only help you learn more about them. This will also give you the opportunity to respond to relevant concerns. What can you do? Try asking questions, or even responding to questions your readers put forward. You should also try engaging with the social community – share interesting and relevant content from others. You’ll be surprised at how much this can expand your reach!

Have you come across other content marketing missteps? Share them in the comments bellow!


Anita Loomba

Other, Self

Anita is a Digital Marketing Consultant and helps brands develop digital campaigns to expand and extend their reach in online marketing. Most recently she spearheaded the digital marketing programs at DripDrop, and prior to that, as a Marketing Manager at Fred Meyer Jewelers, she built the social media and online marketing plan for the retail brand. A Seattle native, she now resides in the San Francisco Bay Area. She's worked with large companies like Intel and Warner Brothers and has experience with agencies and startups as well. She loves traveling, photography and all things social!

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Avtar Ram Singh
Posted on October 10th 2013 at 4:41AM

Point #2 is increasingly becoming important. I've often spoken about involving other departments with your content calendar, more often than not - they're the ones who give you the most relevant and interesting content that needs to go out from your organization while you're running circles around making something go viral that doesn't really tie back to what your company does or what your fans want. 

Posted on October 14th 2013 at 9:00PM

Hi Avtar - Completely agree. Many organizations fail to see the potential of collaboration between departments. If anything, it can bring a fresh perspective while brainstorming content ideas. Thanks!

Posted on October 10th 2013 at 11:44AM

Great tips on avoiding content marketing mistakes!

Posted on October 14th 2013 at 9:02PM

Thanks! I'm glad you found the article insightful.

Posted on October 11th 2013 at 12:34AM

Hey Anita, 

Great Tips, most article writter, blogger make that misteke (even me) thank for sharing such tips. It will help to make evergreen content. 

Posted on October 14th 2013 at 9:02PM

I'm glad you found the article helpful, Chetan!

Anika Davis
Posted on October 11th 2013 at 2:21AM

Couldn’t have said it better, Anita. Once you deliver content, do you think it ends there? No. Content, in fact, has no “ending”. Content isn’t only made by the creator anymore, it is now contributed by other ideas and input of readers that expand the very topic that upholds the value of information.

Posted on October 14th 2013 at 9:06PM

Well stated, Anika! I'm glad you found the article insightful.

Alan Smith
Posted on October 11th 2013 at 7:27AM

Infographics and videos, eBooks, webinars are also other good options to share your content. Many website owners don’t understand its value and avoid this. Don’t avoid these and do use it in your business to make it successful.

Posted on October 14th 2013 at 9:04PM

Completely agree. The bottom line is providing content your readers/consumers are looking for. Thanks for sharing, Alan!