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10 Content Marketing Problems to Avoid

Kristin Hovde

A great content marketing strategy can boost search engine rankings and make it easier for customers to find you online.

According to the Content Marketing Institute, 93% of people doing online research are using a search engine, making content marketing critical to a successful marketing campaign. As important as content is for search engine rankings, there are many mistakes that are being made, affecting their ability to get found online.

Here are the top 10 mistakes marketers are making, and how to fix them:

#1 – No Content Marketing Goal

As with anything, not having a goal to strive for will set you up to fail. Do you want to increase sales? Get more website traffic? Generate more leads? Whatever your end goal is, have a specific number or percentage in mind so that you are able to successfully measure your results.

#2 – Not Engaging Audience

You may have quality content that is relevant to your target demographic, but if your audience isn’t engaged, there is a good chance they will forget all about it. Give readers the opportunity to participate by asking questions or responding to comments in order to give them the opportunity to be heard.

#3 – Trying to Sell Your Products/Services

The main purpose of content marketing is not to try to sell your products, but to give customers and prospects information that they would deem useful. Write content with helpful information related to your industry or company, helping leverage you as an expert in your field.

#4 – Only Publishing One Type of Format

Only posting articles or links to articles through social media can be rather, well, boring. Keep your audience interested by mixing it up and using various formats, such as pictures, infographics, and even videos.

#5 – Writing Content for the Search Engines

Including a keyword or two in your article will help search engines find you, but writing it for Google is not going to win you over any new readers. Keep in mind that it is the customer that you are trying to gain attention from, so write the content in a flowing manner that is easy for your audience to understand. 

#6 – Doing Everything by Yourself

Trying to write quality content by yourself, while also running a business can be done, but not done well. If you don’t have the time to focus on writing, either hire someone to do it for you or have one of your employees do it. That way, you can put all of your attention on other areas of your company.

#7 – Spending Most of Your Time on Social Media

Yes, we all know how important social media is today for businesses. In fact, CeBIT published an infographic that says 74% of consumers make their purchasing issues by what they have seen on social media. However, this isn’t the only area your marketing efforts should focus on. Write articles, publish press releases, contribute to industry-related forums, and, of course, keep your social media accounts up-to-date for a more effective marketing strategy.

#8 – Not Promoting the Content

Without properly promoting your articles or other content, it will be tough for other readers to find it. As soon as the content has been published, get the word out through your social media channels, as well as bookmarking websites, such as Reddit or and Digg.

#9 – No Consistency

Publishing one article a month isn’t going to cut it. There’s got to be some consistency that allows your audience to figure out when they can expect new content from you. One of the easiest and most organized ways to do this is by creating an editorial calendar that lists when you will publish new blogs, guest blogs, website content, etc.

#10 – Not Measuring Results

How are you going to know how successful your content marketing strategy is without measuring it? This can be done through Google Analytics, lead capture forms, or by simply asking your new customers where they heard about your company.

Image Credit: NanoStockk / Getty Images
Kristin Hovde Member
Kristin Hovde is the Website Content Manager for Smash Hit Displays, an online trade show display company. Along with keeping the website up-to-date with all of the latest trade show booths and accessories on the market, she writes many of the blogs, as well as a wide variety of guest posts on trade show and marketing websites. Some of the websites that have published her articles include TSNN, the Trade Show Coach, Kinesis, Inc., and Duct Tape Marketing. Kristin earned her Bachelor's degree in marketing from Bemidji State University and currently resides in Fargo, ND with her husband and 2 children.