Quality content is what drives an already interested and motivated potential customer to look at what your business offers. Plus, there’s no limit to the organic traffic you can siphon in with content marketing, and you won’t have to depend solely on paid ads.
Of course, if your content marketing strategy doesn’t succeed, you won’t reap all these benefits. When you’re new to content marketing and aren’t sure what a comprehensive, effective content marketing strategy looks like, it helps to know what you shouldn’t do. When you’re able to avoid the mistakes many first-time content marketers make, you can circumvent the initial trial and error process and quickly hone what content gets you the most results. Here are six content marketing mistakes to be sure you develop and implement your strategy:
Inconsistency is a problem for audience members who want to be raving fans but aren’t getting enough content. You lose out on cultivating customer loyalty when you don’t keep meeting expectations with your content.
No matter the platform, virtually all algorithms award content when it’s posted frequently. Bloggers, YouTubers and social media accounts that take long sporadic breaks aren’t as well-positioned as those showing unbreakable consistency.
2. No Link Building Strategy
Content marketing depends hugely on search engine optimization (SEO) for its distribution. Link building, or building internal links and external links to pages in your site, is a major part of SEO.
Remember to insert internal links in each blog post with relevant anchor text. These links should go to other blog posts, and you should aim for around 2 of them per 1,000 words of text in a given blog post. By churning out a high quantity of blog posts within your niche topic, you’ll find plenty of opportunities for internal linking.
The other aspect of your link building strategy should be to get featured on someone else’s blog as a guest post author. See who’ll publish your content on their platform with your name and link. That backlink will help your domain rank higher in search engines, so acquire as many of them as you can. The higher the domain authority of the site you’re linked on, the better it is for your SEO.
3. Not Repurposing Content
If you’re not repurposing content, you’re missing out on a huge time-saving strategy. Repurposing lets you get more out of your content, stretching it so that you produce more with less. It basically means taking content and revising it so that it works on another platform or in another content format.
There are several ways you can repurpose content. If you mainly have blog content to date, you can make each of your blog posts into a video. You can also have a writer compile all your blog posts into an ebook you publish on Amazon Kindle. This way, people searching Amazon can come across you and your brand, giving you another way to generate more leads.
4. Not Doing Keyword Research for Blog Posts
Keyword research is still as important as ever for SEO. If you already have one or more blog posts that are performing well, use a tool to find out what keywords are bringing in the most visitors. Then, use the same keywords on all your pages, if relevant.
You can also use keyword research tools to find long-tail keywords to inform blog post topics. A major strategy in SEO that can help rank pages at the top of search results pages is posts that answer specific questions people are asking search engines. Long-tail keywords are four or more words in a phrase, and they’re used to generate specific, intentional searches for answers. Leverage this by titling your post with a question you’ve seen in your long-tail keyword research.
6. Not Setting Measurable Goals and Tracking Growth
What’s the most important outcome you want to see from your content marketing? Is it sales? Email list growth? Or is SEO its leading purpose? Define your main goal. For example, your goal could be to see a 10% boost in sales revenue that can be traced back to content marketing efforts.
Once you’ve defined your goal, figure out how you’ll measure your performance and track progress over time. Using data analytics to measure outcomes such as sales conversions in your content marketing is now an elemental cornerstone in content strategy. When you set goals in terms of number growth, it makes you think more strategically, and you’re more likely to see the outcomes that you want.
It doesn’t take a fortune to get started with content marketing, but ineffective strategies can put you out of pocket without yielding a return. With Google alone receiving over 5 billion searches per day, a stellar content strategy is about siphoning targeted search traffic to your website. From there, you funnel visitors along the customer journey, using–yet again–content. Now knowing what not to do, you can double down on what’s working and avoid strategies that will only waste time.