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Key Marketing Mistakes To Avoid When Setting Up Your Content Marketing Campaign

Key Marketing Mistakes To Avoid When Setting Up Your Content Marketing Campaign

Content marketing is both a gold mine and a minefield. In other words, when you do content marketing right, you stand to gain a lot of benefits. If you do it wrong, though, you’ll find yourself wading through murky, non-impactful results — all on top of wasted resources.

Let’s face it, content marketing simply isn’t easy. Great content takes time to produce, and once that step is completed, you have to think about distributing and repurposing it. On top of all of this, content takes a while to show results, and you may not realize you’re making some crucial mistakes until it’s too late.

That’s why you need to identify any mistakes you might be making right now. Luckily, the list below will help you do that. Keep reading to learn how to identify common content marketing mistakes, and what to do to fix them.

Focusing On Quantity, Not Quality

So, you’re just not creating great content. Or, you’re not sure if you’re creating good content. Beauty is in the eye of the beholder, so it can be difficult to answer this question. In fact, many marketers don’t even ask this question. Typically, they’re more concerned with just putting content out there and then deciphering whether it has led to any sales. Before you can start asking big questions about sales, you need to consider whether your content is any good.

How To Identify This Mistake:

Key Marketing Mistakes To Avoid When Setting Up Your Content Marketing Campaign

Engagement metrics, plain and simple. If your time-on-page is consistently low and your bounce rate is consistently high, you’ve got a quality problem on your hands.

How To Remedy It:

Do a complete audit of your content efforts so far. Is there anything that stands out? Even if the majority of your content performs average to poorly, you might notice a few blogs that perform exceptionally poorly or, hopefully, exceptionally well. Isolate what stands out about those pieces, then implement them accordingly.

If everything is hanging around the same unfortunate performance level, you may need to overhaul and go back to the drawing board. This is an opportune time to ask yourself whether you’ve really considered what kind of content your audience wants from you. If you haven’t, the next point is for you as well.

Grinding Away Without A Documented Strategy

This mistake is unfortunately common, despite how much it’s warned against by content marketing thought leaders. Marketing teams too often feel that they all know their audience and their goals well enough and that it’s not necessary to put it all down on paper. Goals change, though, and team members are often not as in sync as they think. A good strategy keeps everyone accountable — without it, you’ll find your content failing to stick its landing.

How To Identify This Mistake:

You may think you have a strategy if you have some of your efforts documented. If you’re lacking components such as well-researched audience personas and buyers’ journeys, a content mission statement, and long-term content marketing goals, though, your strategy is incomplete.

How To Remedy It:

Creating personas may seem like an exercise in frivolity, but that couldn’t be further from the truth. Great personas reveal key information about your audience that must be incorporated into content while also keeping your content team focused. Your personas will also roll up into your mission statement, which should cover both why your brand is creating content as well as what your content will serve to your audience.

You’re Only Creating Blogs

There was a time when a 250-word blog once a week was considered content marketing. Those days are over. Thanks to Google’s constantly changing algorithms, you have to bring a lot more value than a 250-word blog allows, and you have to do it in different ways on different channels.

How To Identify This Mistake:

Blogging is incredibly important, and it’s a marketing baseline for brands to have well-maintained blogs. If that’s all — or the vast majority of — what you’re doing, though, you’re making a major content marketing mistake.

How To Remedy It:

At the very least you should be regularly posting on social and regularly creating one premium piece of content — such as a whitepaper or webinar — a month. Don’t know where to start? Try starting with this list: videos, infographics, whitepapers, podcasts, memes, social posts, or webinars

Conclusion

Overall, most of these mistakes stem from one fatal flaw in marketers’ perspectives: thinking that just publishing content is the same as performing content marketing. Content marketing is the whole package. That means the audience research, the documented strategy, the production, execution, delivery, repurposing, and measurement.

Yes, that’s a lot. So, no, posting on your blog once a week is simply not content marketing. If you put in the effort to do it right, though, you’ll reap the rewards with a satisfied audience that’s ready to do business.

With some Digital Fuel Marketing tips above you’ll be able to really make your content marketing campaign a powerful one. So, were you making these mistakes?

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