There are many mistakes in content marketing that companies make. Undervaluing the interests of the client, using bad practices such as Clickbait or underestimating the importance of SEO or mobile-friendly design stand out among them.
To develop a brilliant content marketing strategy, following the example of professionals is inspiring.
But it can also be instructive to study the mistakes of others. Below we will delve into a selection of common mistakes when doing content marketing.
Whatever format you use to develop your strategy, you should avoid making the following mistakes:
Produce Content Without Setting Goals and Objectives
As in any other marketing strategy, it is important to work with defined goals and objectives.
The need to establish short, medium, and long-term objectives have a purpose in itself: to record useful data in the present, to compare it with past data, and thus determine if we are improving our performance.
Getting Away From Customer’s Interest
Another mistake in content marketing to avoid is forgetting users. Certain corporate blogs abuse post blogs focused on their insiders and company culture.
Although low backstage doses can generate interest, you should never backbone your content marketing strategy.
Additionally, blogging and other content marketing strategies are strongly customer-oriented. You should know their interests and concerns!
Going for the Clickbait and Forgetting Quality
Digital yellowing has a name, and it’s called Clickbait.
In content marketing, a greater number of clicks equals more sales opportunities. Therefore, it is not surprising that certain brands bet on using Clickbait titles and approaches.
Undertaking Mobile Consumers
The progression of mobile traffic has been impressive! According to Statista data, 27.1% of internet users connected from mobiles in 2014.
Less than three years later, this percentage had exceeded 50%. Today more than half of online consumers use mobiles and tablets to navigate.
Underestimating the Importance of SEO
Various studies have shown the importance of SEO traffic versus paid traffic.
Users are more inclined to click organic results than PPC ads. Furthermore, SEO is part of the very essence of content marketing. Therefore, underestimating its importance would harm any marketing campaign.
Do Not Publish Evergreen Content
Universality is a quality sought by all brands in their products.
Coca-Cola, McDonald’s, and other giants wish their product offering never goes out of style that the new generations delight with the same intensity as the previous ones.
Similarly, content marketing specialists try to make their strategies have a lasting impact over time. However, many of them underestimate evergreen content.
This type of content characterize by having an unlimited useful life, unlike initiatives based on specific dates or temporary trends.
Forget to Measure And Optimize The Results
The importance of setting specific goals and objectives has mention previously. In this sense, another of the most frequent errors in content marketing is forgetting to measure the results obtain.
This is a failure that demonstrates gross negligence and should avoid at all costs.
It is important to know everything about the behavior of users in the app, the blog, or the content marketing use the format: subscriptions, visits to e-commerce, click rate, bounce rate, average reading time, etc.
These data are valuable because they ‘tell us’ about the success or failure of the strategy uses.
But measuring results is not enough: you also have to optimize them.
In short, these and other errors in content marketing should study carefully, to avoid making them in the future.
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