Don’t make these mistakes in your Content Marketing!

Content Marketing is a technique that involves the creation of highly relevant, valuable, and quality content in order to impact a certain audience. The creation of content, transversal to the entire Digital Ecosystem, seeks to achieve the established goals, from attracting leads to acquiring new clients.

There are several ways to create great content. Still, we are all Humans. We make mistakes. We share the wrong content in the wrong way or at the wrong timing. And leads to frustration, wasted time and, in the worst case, unmet goals. In one minute, you can lose your entire strategy. So, we suggest you be aware and take note of these 5 common mistakes.

Lack of strategy

The problem with many brands that bet on content creation is a lack of strategy. They share content that they find interesting but has nothing to do with their audience. They don’t have a planned and optimised content plan, and so their social media and newsletter are updated almost randomly and without much consistency.

If you don’t already have a defined strategy, it’s best to start there. Who is your target audience? On which platforms do you want to be present? What content format (video, blog, podcast) will you use? On what frequency?

This is the first step. Without a strategy, results won’t appear.

Unreliable content

Betraying the trust of your audience is one of the worst mistakes you can make. Unfortunately, there are several cases of misleading advertising, promising things that cannot be delivered, spamming, among other less correct practices. Surely, you have already come across situations of clickbait, mistakenly clicking on content that had nothing to do with what it promised. Have zero tolerance for unreliable content, your brand’s reputation is at stake!

 

Too much focus on selling and not enough on the value of the content

In addition to unreliable content, consumers also tend to reject content that is too promotional. We are talking about the kind of content that is always trying to sell something… always! If your content focuses too much on selling, not only will it be too obvious, but it may generate the opposite effect than the one desired.

Rather than focusing on what the content can get out of consumers, look at how consumers can get something of value out of the content. This way, you will put consumers’ perceptions on what they can gain since you share high-value content. This will generate a relationship of trust and empathy.

 

Lack of patience

The results of your strategy don’t appear overnight. A very common mistake is to change content and strategy all the time. When you do that, it becomes more difficult to see if your content strategy is working or not. Give it time and set short-term goals, but also medium- and long-term goals. After a while, with a more robust data sample, it becomes easier to make the necessary adjustments.

 

Inconsistency

If you want to get the most out of your content, you must follow a proper scheduled content plan. A mistake you should avoid is avoiding “peaks” in your posts. In other words, having a period of many posts and then spending the rest of the time without giving news. This may even be valid for some businesses (for example, a ski resort that only opens two months during the year) but usually happens due to carelessness or forgetfulness. This ends up generating identical forgetfulness in the minds of your community of followers.

 

Conclusion

Take note of these mistakes, and you will be better prepared to develop a successful Content Marketing plan. And, to finish, take the opportunity to add a few more points to this list. Leave us your suggestions here in the comments.