5 common mistakes in a content marketing strategy
Posted: Tue Jan 21, 2025 6:05 am
You've probably already generated information on your company's website or blog and are ready to develop the next content. Maybe you think that these are the best for your marketing strategy facebook database and therefore you don't consider possible changes. But are you right?
Perhaps, without being aware of it, your strategy is not working as it should and when in doubt it is beneficial to stop and evaluate the mistakes you could be making. Here planning is essential.
Let's review five of them.
1. Not adjusting the content to the target
In this case, the company is writing for a different audience than the one it is targeting. According to Jayson DeMers, CEO and founder of the marketing agency AudienceBloom, there are three main ways in which this error is made effective:
– Writing without considering the format preferred by the public (text, image, video, etc.).
– Reading does not match the level of understanding of customers (information that is too technical or too basic).
– The content is not relevant to the needs, interests, or budget of the customers. For example, if they are small business owners, writing about expensive marketing automation systems is probably a loss for the brand.
2. Focusing on the wrong metric
Facebook likes or Twitter retweets are attractive for many companies, but if not managed appropriately, the strategy can lose effectiveness. As stated by web analyst and co-author of the book “ The Art of Measuring ”, Tristán Elósegui :
“This ends up making all those actions that generate a lot of 'noise' be valued as positive, and the photograph of the smiling cat or the baby becomes part of the strategy of companies that do not sell anything related to cats or babies.”
3. Delivering low-quality content
Among other factors, this practice influences the time a user spends on a website. For the CEO of the ExpressWriters site, Julia McCoy, good content must fulfill one of these three actions :
– Inform the user about a developing situation.
– Teach the user something he or she didn’t know or wasn’t familiar with.
– Give the user an opinion of a particular situation or product.
To generate quality content, you must pay attention to the needs and interests of the target group and deliver exclusive and perfectly written information.
4. Overusing text
This error is related to the previous point. How many times have we visited sites whose content offers very little and is endless in length? Quantity is not necessarily synonymous with quality, and sometimes a text of three or four paragraphs can communicate the same idea as one of ten, and even do so more efficiently.
Using subheadings, lists, bold text, and multimedia resources such as videos, audio, photos, and infographics will create a more attractive and easier-to-read article than a long block of paragraphs.
5. Neglecting content distribution
The promotion of this will depend on the type of product and/or information you want to generate. Maybe you already spread it through a social network, but is that the place where your target is? Have you monitored other means of dissemination?
For Jayson DeMers, correcting this mistake involves considering all available distribution channels and determining which ones are most appropriate. In addition to social media, these include media ads, emails, and press releases.
In summary, it is advisable not to create content on the fly, but to feed off of feedback from the public, to consider the opinion of those with experience in the area and under no circumstances ignore the quality of the information provided. In this link you can review the steps to develop a good strategy.
Perhaps, without being aware of it, your strategy is not working as it should and when in doubt it is beneficial to stop and evaluate the mistakes you could be making. Here planning is essential.
Let's review five of them.
1. Not adjusting the content to the target
In this case, the company is writing for a different audience than the one it is targeting. According to Jayson DeMers, CEO and founder of the marketing agency AudienceBloom, there are three main ways in which this error is made effective:
– Writing without considering the format preferred by the public (text, image, video, etc.).
– Reading does not match the level of understanding of customers (information that is too technical or too basic).
– The content is not relevant to the needs, interests, or budget of the customers. For example, if they are small business owners, writing about expensive marketing automation systems is probably a loss for the brand.
2. Focusing on the wrong metric
Facebook likes or Twitter retweets are attractive for many companies, but if not managed appropriately, the strategy can lose effectiveness. As stated by web analyst and co-author of the book “ The Art of Measuring ”, Tristán Elósegui :
“This ends up making all those actions that generate a lot of 'noise' be valued as positive, and the photograph of the smiling cat or the baby becomes part of the strategy of companies that do not sell anything related to cats or babies.”
3. Delivering low-quality content
Among other factors, this practice influences the time a user spends on a website. For the CEO of the ExpressWriters site, Julia McCoy, good content must fulfill one of these three actions :
– Inform the user about a developing situation.
– Teach the user something he or she didn’t know or wasn’t familiar with.
– Give the user an opinion of a particular situation or product.
To generate quality content, you must pay attention to the needs and interests of the target group and deliver exclusive and perfectly written information.
4. Overusing text
This error is related to the previous point. How many times have we visited sites whose content offers very little and is endless in length? Quantity is not necessarily synonymous with quality, and sometimes a text of three or four paragraphs can communicate the same idea as one of ten, and even do so more efficiently.
Using subheadings, lists, bold text, and multimedia resources such as videos, audio, photos, and infographics will create a more attractive and easier-to-read article than a long block of paragraphs.
5. Neglecting content distribution
The promotion of this will depend on the type of product and/or information you want to generate. Maybe you already spread it through a social network, but is that the place where your target is? Have you monitored other means of dissemination?
For Jayson DeMers, correcting this mistake involves considering all available distribution channels and determining which ones are most appropriate. In addition to social media, these include media ads, emails, and press releases.
In summary, it is advisable not to create content on the fly, but to feed off of feedback from the public, to consider the opinion of those with experience in the area and under no circumstances ignore the quality of the information provided. In this link you can review the steps to develop a good strategy.