Regularly updated, high-quality blogs play an important role in modern content marketing. Content can be created by outsourced experts or in-house colleagues, and marketing in this way can offer an impressive return on investment – both in terms of search engine optimisation and consumer engagement.
However, mistakes are made that put readers off, deter search engine crawling and reduce the overall effectiveness of the content that is created. In this post, we will look at some of the most common errors that content marketers make.
- Focusing on quantity over quality
Top-quality blog content will keep your readers coming back for more. Posts that are quickly thrown together and are not well thought through, on the other hand, will not impress anybody.
It is far better to post one brilliant blog post a week than to post rushed, poor-quality content on your blog every day.
- It’s all about you
While your business may be awesome and your staff wonderful, your readers need to benefit from your content directly. When you are writing or planning blog posts, ask yourself “What’s in it for them?”.
Boast posts can have their place but, if the majority of your content is about yourself, you’ll fail to connect with your audience and they won’t revisit your site. The GE Global Research blog is a great example of content that caters for the interests of a target audience, without being at all self-indulgent.
- You write for search engines, not people
Search engine recognition is important, and every serious blogger wants their site to rank highly for relevant keywords. However, if you do keyword-stuffed content, repeating awkward key phrases and ignoring what your writing sounds like to your readers, you will fail. Search engines are getting more intelligent every day, and they can spot poor-quality, auto-spun content a mile off.
The Whole Foods blog will no doubt attract search engine attention with its regular, high-quality content, however, its blog posts are clearly written for readers to relish, first and foremost.
- You don’t plan your content
Without a long-term content marketing plan, your blog posts and other content are less likely to deliver the results you need. Create an overall strategy, understand what you want to achieve, and plan your content to lead you to your marketing goal.
- You don’t share your content
Creating content is only part of the story. Once it has been published, you also need to share it on your different social media channels so that people can find it.
Don’t be afraid to share new online content more than once – nobody is online 24/7, so people will miss it if you only tweet it once.
Coca-Cola creates a lot of content and its Twitter account constantly shares this out.
- You make it difficult for readers to share your content
Can your readers post your content to Pinterest, Facebook or Twitter with a single click? If not, they might not bother!
Use social sharing buttons on your blog so that it is as easy as possible for people who enjoy your content to share it with their colleagues and friends, while enjoying the SEO benefits that social signals offer. These posts from the Disney Baby blog have social sharing buttons that make it quick and simple to share their content.
- Presenting a big block of text
Readers increasingly expect the blogs they visit to be pleasant to look at, as well as informative and entertaining. Break up your text with images, headings, bullet points and shorter paragraphs to make it easier on the eye. Neil Patel’s blog posts are often a great example of how to do this.
By avoiding these common mistakes, you will find that your content gains more engagement and social shares, and your online property will grow. Content marketing is a long game, so don’t panic if you don’t see immediate results. If you follow best practices and keep your content great, the benefits will come.