Content marketing is still new to businesses. Not everyone is aware of the tremendous potential it holds or what exactly constitutes content marketing.

That said, even those who are aware and want to tap into its power often make fundamental mistakes when executing their content marketing strategy. Here are six such mistakes that start-ups are guilty of, along with our reasoning on why these must be rectified.

  1. Neglecting the blog

Reading an informative blog is an awesome experience!

I don’t know anyone who doesn’t have a favorite blog. You probably have a favorite, too! A blog that you love visiting and whose updates you look forward to each week.

Regardless of what it sells, a business can accomplish so much with a blog. Don’t think of it as a chore, think of it as the greatest tool in your arsenal. Your blog gives you the freedom to:

  • Promote your point of view
  • To directly address the needs of your clients
  • Be as creative as you want
  • Take on industry experts
  • Comment on industry trends
  • Create a loyal community of followers

Connecting with people on a blog is a powerful experience and provides a great opportunity to understand your audience on a deeper level.

  1. Failing to research your target audience

Do you really know your audience well, or do you just think you do? There’s a huge difference between the two.

If you haven’t researched them well, you’d be surprised at what you learn. Creating buyer personas will help you:

  • Understand the specific needs of your target audience
  • Speak to them in their language (figuratively speaking)
  • Zero in on keywords that accurately capture their needs
  • Understand why they need your services
  • Generate topic ideas for content creation
  • An aimless social media presence

New businesses sometimes follow random people on social media in misplaced hopes of gaining more followers. This is an extremely bad idea since it gives an impression of being spammy.

Once again, buyer persona research would help you here. Building a large and relevant following is a gradual process but one of the best ways of doing it is to follow influential people in the line of your business in order to reach the right potential clientele. That’s how social media works – it feeds off popularity.

Social media plays a separate role, but part of that role is pushing a company’s content marketing efforts forward. Share your content regularly and strategically for the best result.

  1. Favoring quantity over quality

Then there’s the other kind of mistake, where businesses are very active on social and constantly share their content, but didn’t invest the time to create quality content worth sharing.

It’s important to remember in content marketing is that your content will only help you if it is useful to your target audience. It has to be original and serve a clear purpose. If you have taken a topic discussed many times, it’s important to bring a new perspective to it. Your readers should feel enlightened after reading your blog.
Quality content will always find takers, so do not cut corners here. Focus on creating a bank of resourceful blog posts, videos, infographics, etc., before you start marketing content.

  1. No long-term objectives

What do you want content marketing to achieve for your business?

For us, it was ranking on top of Google search for certain keywords, which we were able to accomplish.

We didn’t get there overnight, but we were always clear about where we wanted to head.

Here are some questions to ask yourself before launching a content marketing campaign:

  • Two years from now, what do you want people to say about your business?
  • Can you keep producing content for that time-frame? How, and what kind of content would help you accomplish that?
  • Do you want the business to be known for specialized services?
  • Do you plan to expand your services?
  • How important is customer satisfaction to you?
  • How important is building relationships with people for you?

As you dig deeper into your own ambitions for the business, your efforts will find a clear direction.

  1. Neglecting Analytics

We all learn as we go along and your business is bound to make mistakes. It’s important to be open to changing your content marketing plan based on changes in the market, changes in technology or changes in audience behavior. Constantly analyzing your efforts will help your business in the long run and there’s no excuse not to do so anymore, given the plethora of analytics tools available.

With a comprehensive analytics tool you can learn:

  • How you are ranking for your chosen keywords
  • The keywords through which your competition is being found
  • The number of people visiting your website
  • The amount of time they spend there
  • The bounce rate of the website
  • The number of views your blog receives

Data gleaned from such tools presents a concrete picture of where your content marketing efforts stand. By taking guesswork out of the approach, analytics provide you with actionable intelligence to make the most of your resources.

Now it’s over to you. Have you been guilty of any of these mistakes? What challenges have you faced in your content marketing campaigns, and how did you overcome them? Leave a comment, and let us know!


Pete Peranzo

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