Content marketing mistakes are easy to spot on the web these days, because the concept of content marketing is under reconstruction right now and frankly, it has been for years. Even when content marketing was a newer tactic online, there were naysayers. Now the naysayers point to the loads of bad writing and say, “You think that works?”
But there has always been junk. Currently, it’s just easier to find. It feels kind of dirty, like there’s a layer of filth that requires some serious Clorox Clean-Up. However, I know content marketing isn’t dead because it works on me every week. I buy from brands who publish smart articles. Underneath the dirt, there’s still a proven process that builds your business.
Content marketing mistakes are easy to make
Content marketing mistakes are easy to make because. It’s easy to write for “everyone. But one factor that contributed to the current content marketing climate involves the dark side of easy.
It’s easy to put words together for a general group of people you want to attract. And technology makes it easy to publish online and sell on a blog. So, all of this easy-to-produce, repetitive information exists on the internet, but the content doesn’t connect with anyone.
When you don’t also learn how to be a copywriter, there’s a much greater chance that potential audience members will quickly move on from your website and you’re left thinking that content marketing doesn’t work.
Writing for specific people requires a lot more skill. It takes real research, real listening, real empathy, and real cojones to publish over time and earn an audience’s attention.
There’s no substitute for the creative momentum you get when you publish on a regular schedule. I suggest releasing new content once a week. This is a model for presentation-focused content that your audience actually sees as a gift, something they look forward to.
Let’s say your ideal audience is “small business entrepreneurs”. I can think of a lot of typical information that would interest the group. They are characters whose attention you turn to and whose needs you want to serve.
How to fix content marketing errors
So, what happens when someone clicks through to your website? Is your blog persuading them to stay and find out more about you through your immediate experience? Or, do visitors see similar information to other sites in your niche?
But as you think about your answer, take a look at five common content marketing mistakes that keep prospects from engaging with your content. Each section includes a guide on how to fix errors.
1. Your visitors can’t tell if your content’s right for them
When people are looking for information about a topic. Websites that appear at the top of search results for keyword phrases may look the same at first, so visitors will quickly examine your content to see if it is of the right quality for them. If your particular qualities (your proverbial front gate with filigree, large balcony, or spacious living room) are unclear, you will not convince the person you are trying to attract that you can satisfy their preferences.
2. our headline is not specific
Weak headlines that can appear on other websites in your niche usually fail to deliver any benefit. Or, the benefits can be so vague that they fail to grab the attention of the people you’re actually creating content for. They can also be boring.
How to fix it? If you immediately communicate the details of why your content is relevant and useful, you will attract the attention of people who need help with your topic. To avoid content marketing mistakes regarding titles, try to include your headlines with the essence of your USP and show your site visitors that you are a good match for them.
3. You are not editing
Many websites are successful in publishing first draft content. If the rough draft forms a bond with the people you want to serve. But if your content doesn’t match the people you want to attract and develop relationships with, you may need to push yourself further.
Rough drafts often fail to convey your message effectively. They may contain too much information or tangents that distract busy readers and make your content less useful. Editing is all about creating a content experience. Instead of expressing raw thoughts, you create thoughtful presentations that help solve problems.
4. You are not giving visitors more opportunities to learn
A website with a lot of content may still look like a “brochure” website if it doesn’t present a different point of view or perspective that makes visitors think, “I love this particular approach to this topic.” When visitors feel you offer something they can’t find on other websites, they want to hear more from you and stay connected.
If you don’t anticipate a reader’s desire to learn more, he or she may turn to another site to see if they offer more resources. Ideally, you want to have so much great content that when visitors arrive on your site, they are frustrated that they don’t have enough time to spend it all in one sitting.
5. You are not empowering visitors to make purchases
Information alone does not trigger the buying process. If you don’t give your visitors a taste of what it’s like to do business with you, you won’t convert prospects into customers.
How to fix it
Educate to Convert Your Prospects. When you convince your website visitors to follow everything you publish, you can build relationships that will build your business. And the right balance of content and copy helps your prospects imagine what it would be like to buy from you. Show why your product or service will give them the transformation they want.
Content marketing mistakes You need to release your work and knowing you’ve polished it up to professional standards, so you feel good about sharing it.We all have the potential to build engaged audiences. Don’t let your content be an insignificant event others pass by without thought or care. Have it be a milestone.