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FREELANCING / JUL. 12, 2014
version 10, draft 10

4 Common Mistakes in Content Marketing

content marketing

Because there are so many online businesses around, content marketing has become a pivotal tool in setting companies apart from one another. With this marketing technique, you can use your company blog to create original content that shows you’re a trusted brand authority.

However, even if content marketing is used by many online companies, it is still executed incorrectly sometimes. These mistakes are a result of misunderstanding what content marketing really is. To help you avoid these mistakes, here are the most common ones made and what you can do to avoid them.

Mistake 1: Confusing content with advertising

Content is not the equivalent of telling customers they should buy your product. It’s not a sales pitch. Moreover, content is not a list of your product’s features (save that for product descriptions). Content is supposed to be educational, entertaining, and valuable. You want to create blog posts that will highlight your company as a leader in the field. But how do you do that?

If your company does S.E.O. services, for example, write a blog post about exactly how S.E.O. can increase site traffic and exposure. Keep your readers updated with innovations happening in your industry. Share the latest industry research studies with them. You want to show customers understand their needs because that’s indicative you care. That’s how you gain their trust.

Mistake 2: Not having a grasp of who your customers are

Understanding who your customers are is essential to figuring out what kinds of content work for your company blog. Knowing this information affects the details that, though seemingly small, play a huge role (i.e. what tone you should be using, what cultural references you can make in your posts, etc).

Mistake 3: Writing for yourself and not your customers

What a company wants, of course, is to get people interested in their products, acquire loyal customers, and make profit. What customers want is to consume content and buy products that are relevant to their needs. This being said, the customers’ needs should come before your own. Put yourself in your customers’ shoes and ask yourself, “If I were shopping for x product, what content would I be interested in consuming? What blog posts would be helpful to me?”

Mistake 4: Failing to engage with consumers after content is published

The end-goal of content marketing is establishing a stronger relationship with your consumers. With your blog, it’s important to let your customers know you’re interested in getting to know them better. To do this, ask them for thoughts and suggestions at the conclusion of each post. If a customer leaves a comment on one of your blog posts, respond to it respectfully and with a good attitude, even if the comment is negative. 

When done correctly, content can be a game-changing aspect of your marketing strategy. Even if it doesn’t immediately lead to an increased number of sales, it can still help you establish meaningful relationships with your customers. In the long run, those relationships are the most valuable things a company can have.

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