How Not To Do Content Marketing: The 10 Most Common Mistakes


Has your company already started working with Content Marketing but have not yet found the way to achieving the expected results? You may be making some mistakes. But calm down! Not everything is lost. It is normal to go through a few slips, even because Content Marketing is still at a relatively immature stage in the country. This post, instead of highlighting what to do, shows you what not to do. This write-up will address the top 10 mistakes in Content Marketing.

Check out how this list can be an alert for your company in case you are incurring any of these items.

1. Only Create Content About The Company

The truth may sound cruel, but your audience is not wanting to know about your company, but about how to solve their problems. And what does that mean? That definitely does not work generating content just about the advantages of your product or service. In a more advanced stage where Lead is in the buying decision phase and already knows your company, this may even happen. But the focus of content, especially at the beginning of the relationship, should be on the problems of your audience and the benefits that your business delivers.

2. Focus On The Use Of Tools And Not Goals

Before you start working with Content Marketing, it is essential to plan for the return that is expected with this strategy. The challenge is to measure numbers consistently and consistently. It is not enough to simply create a profile on Instagram or Facebook. Everyone is in these social networks and this does not represent any differential. But when you think of concrete goals, the situation changes. How many leads do you intend to generate through social networks? How many sales do you seek to make through organic research? How much revenue and profit do you want to achieve? Think: if you do not know where you want to go, any place is good, including nowhere.

3. Do Not Use Calls-To-Action

Call-to-Action (CTA) is a call that takes the user to perform some type of action. Think like this: “What do I want the user or Lead to do after consuming my content?” Never leave it without action, because it will leave your site and the relationship with your business will be interrupted. The CTA can encourage the person to make a simple comment, download an eBook, sign up for a webinar or encourage a purchase. The goal is to get the user to the next stage of their sales funnel.

4. Focus On Only One Channel

The Content Marketing strategy can never focus on a single channel, such as Facebook or Email Marketing. The focus should be on solving customer problems, meaning your business should be where the consumer is. If you become dependent on a single channel, you may be harmed if that channel ever falls in yield.

5. Not Having A Person Responsible For The Content

When your company starts implementing a Content Marketing strategy it is essential that there is a responsible person. This will ensure that the work is professionally developed and that deliveries happen. Even if you outsource the operation, do not forget that someone in your company will need to approve these contents.

6. Forget The Purchase Day

All content produced must be aligned with the consumer’s shopping journey. Forgetting this item can disrupt any company strategy on the Internet. The journey is the model that defines what stage of the purchasing process the consumer is in. This concept operates in four stages:

Learning and discovery;
Recognition of the problem;
Consideration of the solution;
Buying decision.

7. Do Not Think Like A Search Tool

Much of the traffic from your website or blog probably comes from search engines. The company needs to be empathetic and always put yourself in the place of your person. Therefore, it is fundamental to think of it when creating some kind of content. Doing keyword research and working with a focus on SEO (Search Engine Optimization) will help to optimize and increase access to your site, as well as being essential to improve the positioning in search engines such as Google.

8. Be Inconsistent In Publications And Campaigns

If a customer knows that your company publishes a text every Monday but arrives on your page and sees that it has not been updated, it gets annoying, does not it? Being consistent in your campaigns and blog posts and social networking is essential to a successful strategy. Frequency is more important than volume!

9. To Think That The Result Is Immediate

In Digital Marketing and Content Marketing, there is no overnight result. But also, there is the good side of that: when the results begin to appear, the tendency is for them to continue for a long time. And you must be thinking: but how soon will Content Marketing begin to work? There is no exact answer. The result exists, and for it to happen, you need to stay in touch with a good digital marketing agency consistently. At first, you will grow slowly, almost like the dropper, but over time you will begin to see the great benefits of outsourced agency consultation for content marketing.

10. Analyze Vanity Metrics

Vanity metrics are all those that do not help you make better business decisions. Some have their fair value, of course, but you should not fool yourself about it. Likes, clicks and shares are examples of vanity metrics and definitely do not pay bills. What is important is to keep in mind how many Leads were generated and, from this number, to identify how many sales were made. The number of followers on social networks can only serve to inflate the ego and may not make much difference in the results of the company. Now that you have reached the end of this post, you can conclude whether you are committing some – or a few – of these errors in your Content Marketing strategy. If so, do not worry. The most important thing is that you are now aware of this and therefore can stop these slips immediately. That’s great news, is not it?

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