Just like anything else in life, content marketing comes with its ups and downs. There are times when content strategies are effortlessly implemented and bring with them a mountain of positive results and, on the flip side of things, others that fail to really do much of anything. This is just the nature of the game.
That said, regardless of how long you’ve been a part of the content marketing community, the more aware you are of the most common content marketing mistakes, the less likely you are to experience their negative consequences. The following are four of the biggest, most typical content marketing blunders to continuously plague both novice and experienced marketers:
1) Focus On an Audience as Much as Possible
You already know your product or service extremely well. It doesn’t take a genius to know that. However, what very much has the potential to separate you from your competitors is how well you know your target audience.
Instead of using your brain like a business owner, step outside of yourself and think like an end user. After all, awesome content marketing is geared towards widespread entertainment, education and help.
2) It’s Not About You or Your Product
Old-school sales tactics call for oppressive measures and hard closes at every turn. In today’s day and age, with so much marketing noise being force-fed to potential consumers, such measures couldn’t be less effective.
Yes, the end goal of content marketing is to increase sales, but harder product or service pitches have their place and time. Needless to say, if something independently provides value, its more important.
3) If It Lacks Substance, It’s Not Going to Help
Be it through desktop computers, laptops, tablets or smartphones, odds are high that your specific target demographic is constantly taking in new information. Because of this, consumers are no longer impressed by run-of-the-mill content.
They’ll see it for what it is and will quickly tune you out. Instead, you’ve got to impress them both early and often to eventually convert them into paying customers.
Content marketing can be a tricky endeavor. However, when the aforementioned pitfalls are consciously avoided, the chances of success are most assuredly high. So, armed with a new outlook, make your next content marketing project your best yet.
Lucas Miller is a Freelance Copywriter and Founder of Echelon Copy. When not writing, editing or running, he's working tirelessly to perfect what he claims is the "World's Greatest Pompadour." Additionally, for what it's worth, his editorial works have been featured on Social Media Today, Business2Community, Ragan's PR Daily, Spin Sucks and many other top-tier comms publications.