Danger Ahead: 10 Content Marketing Mistakes to Avoid

Here at Endurance Marketing, content is kind of our thing. We spend our days conceptualizing, creating, editing, and scheduling compelling content for our lovely clients. While we would like to say we’ve never made a mistake, avoiding mistakes is impossible – but we’ve learned what not to do if they happen.

Here are ten content marketing mistakes to avoid:

1. You’re too heavy on the marketing

If your content is all about your product or service, you’re completely missing the point of content marketing. Consider the impression you’d like to leave on your readers. Are you the creepy salesman? Or are you a helpful and intelligent friend, there to lend a hand? Your content should be relevant and valuable to your readers.

2. You don’t have direction

One of the easiest pitfalls in content marketing is to develop your content without a clear direction. To maximize your chances of success, you’ll need a killer content marketing strategy. Perhaps the most critical aspect of this will be defining who exactly you are trying to reach and what kind of content they would like to consume.

3. You don’t have a plan

It’s important to stay organized with your content. Keep track of the material you would like to produce, as well as what you’d like to post. Choose how often you will publish content, and stick to it! Consistency is key.

4. You’re too formal

Of course there is a time and place to write professionally and technically, but when it comes to your content marketing, be sure that your writing style matches your reader’s needs–and that it showcases your brand’s personality. Don’t use too much technical jargon or a stuffy style. Be real.

5. You stick to one format

If you think that a blog post is your only option for content format—you’re missing out! There are endless options: social media posts, infographics, e-books, whitepapers, case studies, memes, podcasts, contests, product demos, email newsletters, FAQs, videos, polls, testimonials, etc. Get creative and expand your audience.

6. You don’t have a consistent voice

Your content should represent your voice as a business entity. Keeping your writing style consistent will allow your readers to connect with you in a real and meaningful way. If you spread your content marketing duties to multiple people, be sure that you provide your writers with a style guide.

7. You hide your knowledge

Some B2B marketers make the mistake of holding out their expertise in an effort to hide knowledge from potential competitors. For the most part, this fear is unwarranted. If you’re doing your content right, you’re writing with your customers in mind. Provide them with something of value and you will be rewarded.

8. You’re boring

Yawn. Even if your product or service is less than heart racing, your passion should always come through in your content. Keep things fresh with current topics and industry trends. Bring life to old content and consider your visual impact on readers with enticing photos and images.

9. You’re self-obsessed

This goes along with #1. There’s only so far your content marketing can go when it’s all centered around you, you, and you. Don’t make the mistake of writing a blog post and expecting it to automatically be the most popular kid in school. Engage your readers and customers! Your content should represent a two-way street and endless opportunities for building strong relationships.

10. You don’t curate content

There is nothing more exhausting than trying to keep up with an unrealistic content calendar. While 100% original content is a great goal to work towards, it’s usually impossible for smaller businesses or entrepreneurs. Curating a portion of your content is a great solution. Share relevant articles and show your customers your industry expertise.

Have questions about content marketing? Leave a comment! We’d love to hear from you.