By Robert Morris .
In this article, you will find eight content marketing mistakes you should avoid. Save yourself a lot of time and trouble by learning from the mistakes of others. Learning from your own mistakes is a laudable attitude, but mistakes are costly and time consuming.
1 – Marketing Your Content AFTER You Have Created It
Sell your content before you even write it. Sell the product before you make it. Here is an easy and free test that anybody can run. Come up with three titles for your next piece of content. Create a social media post for each where the title is clearly visible and there is also a suitable picture. Each post should link to its own landing page (you should probably set up a redirect from the landing page to your homepage). Now, record how many people visit the page that is linked to your social media post.
The people who follow your link may be disappointed to see that there is no article on the landing page, but they will get over it. The aim is to see which landing page receives the most visits. The attached social media post and title that attracts the most viewers is title that you should choose for your next article.
2 – Relying On Social Media To Do The Legwork
The most common marketing mistake of new content marketers is to rely on their social media profiles to do all the work. If you do not have a diversified and planned content marketing plan, then you don’t have a plan at all.
3 – Pandering To The Lowest Common Denominator
Is your content the American Pie of articles? Are you trying to attract the broadest possible crowd by appealing to the lowest in all of us? Consider setting your standards a little higher. It is true that you will scare away quite a large number of potential viewers, but you are more likely to gain long-term and convertible viewers.
Take the essay writing industry as an example. Many essay writing companies try to sell to students by claiming their service offers a cheap and easy way to cheat. They push their services onto the laziest students. Whereas, they could just as easily attract a crowd of thoughtful students who are genuinely struggling with their coursework and are looking for help rather than ways to cheat. If you were writing the best essay writing service reviews on the Internet, if you were really concentrating on the quality of your output, would you offer it so freely to the laziest and immoral crowd? Why offer high cuisine to a pig in a sty?
4 – Are You Failing To Manipulate Your Content’s Selling Point?
In other words, are you focusing so hard on the selling points of the items/services you are promoting, rather than focusing on the selling points of the content itself. For example, if you are producing content that explains how to use power tools, then your selling point is the valuable information you are giving away. Your “Content’s” USP has nothing to do with the selling points of the power tools you sell. Your content sells your products/services, but first, you have to “sell” (market) your content–and you sell your content with your content’s USPs and not your product‘s USPs.
5 – Your Content Isn’t Useful
Take the example of PewDiePie, who is the most popular YouTuber to ever live. Some say that his videos are of no use whatsoever. After all, all he does is record himself playing games. But, his videos offer a modicum of entertainment value that appeals to younger people. Does your content actually have a use beyond selling a product or service? If not, it may be time to diversify the focus of your website.
6 – Too Many Adverts On Your Website
It is tragic when you think of all the effort people make to market their content, only to fill their websites full of annoying adverts. People don’t like adverts! Why do you think Sky+ and Tivo were so popular in their day? The same goes for pop-ups. They are irritating and they drive people away from your website. Also, beware of the types of adverts that cause more bounces than other. For example, Moz’s suggests that adverts for Facebook increase bounce rates by as much as 10%.
7 – Failing To Present A Reader-Friendly Structure
People don’t read on the web – they scan. Your content needs to be highly reader friendly. Take a few tips from the way this article is structured. It features useful and easy-to-understand headers, the font is pleasing to the eye, and the content is separated out into easy-to-read paragraphs.
8 – Not Adding Images To Your Content
Failing to add images will reduce the impact your content has on some users. Some of your website visitors are going to engage with images in a very deep and meaningful way. These same people may be under whelmed or put-off by pages full of nothing but text. Neil Fleming’s VAK/VARK model suggests that people learn via:
[o] Visual learning
[o] Auditory learning
[o] Reading learning
[o] Kinesthetic learning
You need to hit as many of these learning methods as possible with your content. Here is an example:
[+] Visual learning
Adding images that relate to the content
[+] Auditory learning
Having a video or audio section that reads out the text or main concept
[+] Reading learning
Text will suit most reading learners
[+] Kinesthetic learning
Add videos or interactive elements into your content
Learn From Your Successes And Not Your Failure
People who learn from their failures should be congratulated for their tenacity, but tenacity only gets you so far. Take the time to learn from your successes and leave the failure to other people. You can read articles like this one to learn from other people’s mistakes. Instead, take what works, and try to scale it up. Try to repeat your success rather than trying to repeatedly learn from your failures.
By Robert Morris