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5 Mistakes Causing Your Content Marketing Problems

Business.com / Last Modified: May 8, 2018
Image credit: Syda Productions/Shutterstock

If your blog isn't seeing the returns you hoped, you might be making one of these common mistakes.

Blogging is the best strategy to build awareness for a brand and generate leads. But it can be frustrating when you don't see any results or growth even though you continuously publish content on your blog.

Is blogging really a sham? Not at all! In fact, according to a 2017 survey, 89 percent of bloggers claim that blogging delivers positive results, and 30 percent of them claimed "strong results." This is actually a 6 percent increase from the previous year.

So, are you doing something wrong? Let's figure out if you're making these common content marketing mistakes and find out how to fix them so that you can also achieve strong results from your content marketing campaigns.

1. Not sticking to a publishing schedule

Ever heard of an editorial calendar? Don't feel bad if you haven't, because most businesses don't even know what it is. An editorial calendar is a template that you use to plan your blog post publishing schedule. This is an important part of content marketing that helps create a consistent blogging schedule for building a more engaged audience.

Most businesses avoid this crucial step and only publish blog posts when they want to. Don't make the same mistake. Think of your blog as a weekly or monthly published magazine. You need to publish consistently.

Create a publishing schedule to plan your blog posts ahead of time and stick to it. This will also help Google to crawl your website better.

2. Writing for search engines rather than readers

Optimizing your blog posts for search engines is one of the best strategies for driving traffic to your website. However, many bloggers think of keywords and SEO before even considering what the audience wants.

According to the inbound marketing methodology, you should focus your content marketing around your buyer persona. The buyer persona is a profile that you create of your ideal customer. Using this profile, you can craft better content that targets your ideal customer to attract the right audience to your website.

Yes, you should optimize your blog posts with keywords to rank well on Google. However, don't create blog posts around keywords. Instead, create content that your ideal customer would be interested in, and then find the keywords to optimize the content.

3. Publishing content without a goal

Why do you have a business blog? Ask yourself this question and figure out why you're blogging. Is it to be more discoverable on Google? Is it to build awareness for your brand? Or did you create a blog just because your competitor has one?

Every business has a blog these days, but these businesses often don't even know why they have a blog. Blogging without a goal is like building a sandcastle right before the tide comes in.

Whether it's to drive traffic, grow your email list, sell products or build your personal brand, you should always publish each and every one of your blog posts with a proper goal in mind.

4. Tracking the wrong metrics

Tracking metrics and gathering data related to your content marketing campaign is the best way to grow your marketing efforts and your business. Otherwise, you'll never have a proper way to identify which blog posts work best.

How many Facebook likes a blog post generates or how much traffic it brings to your website are not the metrics you should be tracking. The traffic will be useless if those visitors didn't even subscribe to your email list or immediately left your site after reading half of a blog post.

Learn to track the right metrics, like time spent on site, shares on social media, email subscription rate and clicks on calls to action.

5. Not segmenting your email list

Growing an email list is a crucial part of your content strategy that you shouldn't ignore. After all, what's the point of publishing content and generating traffic if you're not converting your website visitors into leads?

However, not segmenting your email list is just as bad as not starting an email list. The ultimate goal of building an email list is to eventually turn your leads into customers. This requires creating highly targeted email campaigns for specific audiences.

Email list segments help you with this process. With list segments, you can gather more data about your subscribers like age, gender, location and profession to create groups in your email list. You can then use this data to craft different email campaigns to target different groups.

For example, if you have two list segments for mothers and fathers, you can then create two different email campaigns to send personalized emails to both groups when running your Mother's Day and Father's Day promotions. This will drive your conversion rates through the roof.

In conclusion

These are some of the most common mistakes most bloggers make. Avoid them to achieve better results and get ahead of your competition.

Remember, publishing blog posts for the sake of building a blog and hoping for better rankings on Google is not a content marketing strategy. Have a proper plan and create content with a purpose.

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