Four Top Content Marketing Mistakes and How to Avoid Them
Content marketing is a great way to increase visibility on the web and harness SEO to help your business. An impressive 92% of marketers surveyed ranked content marketing “very” or “somewhat” effective for SEO strategies. Content like blog posts give companies more indexed pages and links and are 63% more likely to influence purchasing decisions than advertisements in newspapers.
But content marketing is a double-edged sword, and committing some of the following faux-pas can actually hurt your business:
1. Posting Uninteresting or Repetitive Content
All the content you post should be useful, practical, interesting and engaging to anyone reading your blog, especially your target client. Users will catch on quickly if you keep saying the same thing and repackaging it as a new post, and Google may even penalize your blog. Comment on recent trends in your field to show your expertise or provide your readers with accurate and easy to understand how-to guides. Avoid complex jargon at all costs. You’ll sound like you know what you’re talking about, but your readers will probably click away to something they can grasp.
2. Abusing or Misusing Keywords
Dropping isolated and irrelevant keywords throughout a post won’t cut it with Google anymore, and it never cut it with human readers. Using keywords is great, but make sure to integrate them organically, and don’t use your keyword so many times your content is flagged as spam.
3. Letting Blogs Die
It’s hard to keep your content marketing engine firing on all cylinders all the time, but you should at least try to stay consistent. An inactive blog gathering dust in some corner of your website may get you indexed pages, but it won’t draw in readers, and it looks unprofessional. Keep commenting on current events and update on a regular basis.
4. Neglecting a Call to Action
You don’t want to seem too sales-oriented in your content, but you also don’t want visitors to walk away feeling like they’ll never need your services. Close your blog posts, videos or infographics with a directive that entices readers to act. This can be a hyperlink to a product page, an invitation to contact you with questions, or a promotional offer.
Keeping these mistakes in mind as you write content will help you retain customers, encourage sales and strengthen your online marketing presence.