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5 Common Content Marketing Mistakes You’re Probably Making (and How to Fix Them)

You’ve heard it repeatedly… “Content is king.” But with everyone generating content, it’s now a matter of generating the right, interesting, and hyper-informative content, distributing it on the proper channels, and getting it in front of your target audience.

What I’m trying to say is that you could be putting in a ton of work to create content, but if you’re making 5 common content marketing mistakes, you might be wasting your time.

Content marketing is powerful, but due to a) intense online competition, b) social media, and c) people’s attention time frame getting shorter and shorter, content marketing now needs to be done smartly!

In this article, I’ll share 5 common content marketing mistakes that I’ve seen companies and brands make and, more importantly, how you can fix them.

Table of contents

What is Content Marketing?

Why is Content Marketing So Important Right Now?

Five Content Marketing Mistakes You're Probably Making

Distributing Your Content

What is Content Marketing?

Content marketing is a strategy that focuses on creating and sharing valuable, relevant, and consistent content to attract and engage a clearly defined audience. Instead of directly pitching products or services, content marketing aims to provide information that helps solve problems, answers questions, or entertains, ultimately building trust and credibility with potential customers. The ultimate goal of content marketing is to reach a potential customer and get them to take action. Whether that’s getting someone to visit your website, sign up for your newsletter, or purchase. By providing valuable content, you can establish yourself as an industry expert, build relationships with your audience, and turn a potential customer into a loyal customer—someone who not only buys once but continues to come back because they feel a genuine connection to your brand through your content. Remember, content marketing doesn’t stop once you acquire a customer. It’s an ongoing effort that strengthens the customer’s relationship and connection with your brand over time.
The most common types of “content” used in content marketing are:

Blog Posts

Written articles that don’t sell but provide valuable information, insights, or advice on topics related to your industry. Blogs are great for SEO and establishing your expertise.

Videos

Highly engaging videos, such as tutorials, behind-the-scenes footage, product demos, or interviews, are popular on platforms like YouTube, Instagram, and TikTok.

Social Media Posts

Short, impactful content that grabs attention and encourages interaction. This includes posts on platforms like Facebook, Instagram, LinkedIn, and Twitter.

Infographics

Visual representations of information, data, or statistics that make complex ideas easy to understand and share, such as charts, metrics, statistics, and so on.

eBooks

Long-form content that offers in-depth information on a particular topic. They are often used as lead magnets, offering valuable insights in exchange for a user’s contact information.

Podcasts

Audio content that covers topics of interest, interviews, or storytelling. Podcasts help build a personal connection with the audience and are convenient for on-the-go consumption.

Case Studies

Detailed examples of how your product or service has helped a customer succeed. They provide social proof and showcase real-world applications of your offerings.

Email Newsletters

Regular content is sent to subscribers’ inboxes to keep them informed, offer value, and drive traffic back to your website.

Webinars

Live or recorded video presentations that educate viewers on a specific topic. Webinars help in establishing authority and can be used to generate leads.

User-Generated Content (UGC)

Content your customers create, like reviews, testimonials, or social media posts featuring your products. UGC builds trust and creates a sense of community.

Downloadable Checklists and Templates

Ready-to-use resources that help solve specific problems for your audience. These valuable tools can be downloaded and put to use immediately.

Interactive Quizes and Contests

Fun, engaging ways to interact with your audience, boost brand awareness, and encourage social sharing.

Why is Content Marketing So Important Right Now?

Simply put, people are no longer looking to buy. They are looking for information. Answers to their questions. They want to see tutorials and how-to videos, and they want to be entertained. People no longer want to be “sold.” Sales pitches and direct sales often get rejected and don’t generate as much interest or views. The marketing landscape is changing, and even many of the direct ads you will see today have changed to impart some form of content or helpful information before their call to action. Because of that, content marketing has become more important than ever. With so much noise online, high-quality content helps you stand out. Content marketing is the way to go if you’re trying to boost SEO, gain more followers, or establish your brand as an authority in your industry. Consumers are turning to the internet for information, and businesses that provide value through content can earn trust and build credibility. Now that we understand what content marketing is and why it’s crucial, let’s dive into some common mistakes you might be making—and more importantly, how to fix them.

Five Content Marketing Mistakes You’re Probably Making

#01

Not Doing Keyword Research Before Generating Content

One of the most common content marketing mistakes you might be making is skipping keyword research before creating content.

Keyword research helps you understand what your audience is searching for, allowing you to create content that ranks well on search engines.

Without it, you’re essentially shooting in the dark, creating content that might not reach the right audience.

How to Fix It:

Research relevant keywords using tools like Google Keyword Planner, SEMrush, or Ahrefs.

Focus on keywords that align with your audience’s interests and have a reasonable search volume. Use these keywords naturally throughout your content to help it rank better.

#02

Creating Uninteresting Content

Even the best information in the world will not be read if it’s presented in a boring way. Many businesses want to be professional, but it’s actually ok to be funny, goofy, and capture attention in a non-serious way. Your content needs to be engaging, interesting, and have hooks that capture the reader’s attention. If your content is dull and lifeless, you’ll lose your audience before they even get to the good stuff.
How to Fix It:
Think about what would grab your attention. Use compelling headlines, storytelling, and real-life examples. Add images, videos, and even humor when appropriate to keep readers hooked. Make sure the content is easy to digest—short paragraphs, bullet points, and a conversational tone can go a long way.
#03

Not Knowing Who You’re Generating Content For

Creating content without understanding your target audience is a huge waste of time.

In an article I wrote a few weeks ago, I discussed the three most important questions any business should ask and get answered before marketing.

These questions definitely apply to content marketing.

If you don’t know what your audience’s problems are or what they want to see, your content is unlikely to resonate with them.

How to Fix It:
Take time to research your target audience. Find out who they are, what problems they face, and what kind of content they prefer. You can use tools like surveys, social media insights, and customer feedback to understand your audience better. Once you know what they need, create content that directly addresses those needs.
#04

Not Incorporating Video Content

If you’re not creating video content, you’re missing out on one of the most powerful content marketing tools available today. Videos are highly engaging, and many people prefer watching videos over reading articles. Platforms like YouTube, Instagram, and TikTok are proof of just how much people love video content.
How to Fix It:
The first step in generating video content is to realize that today, generating and posting video content is more important than ensuring it is perfect. I can’t stress that enough. Getting out a weekly video, even just filmed from your iPhone, is better than spending months to perfect and shoot a video and then posting once every few months or just 3-4 times a year. Of course, professionally edited and better-quality videos are good, but ensure your content strategy doesn’t suffer from the “need to be perfect” before posting. Start creating videos that align with your content goals. It doesn’t have to be complex—simple how-tos, behind-the-scenes, or even short Q&A sessions can be very effective. Make sure to post them on platforms where your audience hangs out, and always include a link back to your website or landing page.
#05

Not Having a Consistent Content Schedule

Consistency is key in content marketing. If you’re only putting out content sporadically, it’s hard for your audience to stay engaged or even remember you. Regular content keeps your brand top-of-mind and encourages people to keep coming back for more.
How to Fix It:
Create a content calendar and stick to it. Whether it’s blog posts, videos, or social media content, aim to publish on a consistent schedule. Even if you can only post once a week, that consistency will pay off. It helps build trust with your audience and keeps them engaged with your brand.

Distributing Your Content

Creating great content is only half the battle. Distributing your content effectively is just as important. It’s not enough to simply write or shoot content and expect people to find it. You need to actively get it in front of your audience.

Social Media

Share your content across all of your social media channels to reach a wider audience. Platforms like Facebook, LinkedIn, Instagram, and Twitter can help you gain visibility and drive traffic back to your website.

Newsletters

Share your content across all of your social media channels to reach a wider audience. Platforms like Facebook, LinkedIn, Instagram, and Twitter can help you gain visibility and drive traffic back to your website.

Paid Advertising

Share your content across all of your social media channels to reach a wider audience. Platforms like Facebook, LinkedIn, Instagram, and Twitter can help you gain visibility and drive traffic back to your website.
Share your content across all of your social media channels to reach a wider audBy now, you get the idea – content marketing is a powerful tool that can drive traffic, build trust, and grow your business—but only if it’s done right. By avoiding these 5 common content marketing mistakes and focusing on keyword research, creating engaging content, knowing your audience, incorporating video, maintaining consistency, and distributing your content effectively, you can set your content marketing efforts up for success. And remember, if you’re feeling stuck or overwhelmed, there’s no harm in seeking a little help. I’m here to guide you on your content marketing journey and make sure you’re reaching the right audience in the right way!ience. Platforms like Facebook, LinkedIn, Instagram, and Twitter can help you gain visibility and drive traffic back to your website.

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