As self-proclaimed content nerds, we love to see businesses publishing informative blog posts, educational ebooks and entertaining videos. So much so that we sometimes cheer. Goooooo, content!
On the flip side, it’s tough to see content in the wild that misses the mark. That’s because we know how much time and effort (and budget) goes into creating it. And seeing subpar content that could’ve been effective, at best, simply taking up space or, at worst, harming an organization’s reputation, well, it hurts our hearts.
We want all content marketing to have value, especially yours. Be sure to avoid these common content marketing mistakes.
Mistake #1: Misleading display type
Call us mavericks, but we loathe clickbait headlines, which is why we didn’t call this article, “You’ll Never Guess the No. 1 Content Mistake You’re Making As We Speak!”
We get that these hyperbolic headlines attract attention and garner clicks, but at what cost?
At AVC, we believe our loyalty as content marketers lies first with the reader, and we never want to give readers expectations about content and then be disappointed. Headlines and other display copy should accurately reflect what’s in the content. Make it sound appealing — sexy even. But don’t overpromise.
Mistake #2: Nonsensical copy
AI is all the rage, we know. We also know it has a tendency to sound, well, robotic and invent “facts” from time to time, which are two of the reasons we’re not using ChatGPT for writing.
Does that mean AI can’t help with the writing process? No. But marketers seriously need to stop posting copy exactly as it’s computer generated. If you’re using ChatGPT to create blog posts or other content, be sure to take the time to make it read well. Make it useful. Make it funny. Make it sound human. Make it content your audience actually wants to read. And for the record, this advice applies to poor content written by humans as well.
Mistake #3: Too many ads, pop-ups and call-outs
Whether they’re paid ads or calls to action driving to other places on your own site, too many of these make for a poor reader experience. They are at best distracting (which is still terrible). At worst, they make people angry. (That’s us. We are those people.) So, if you want people to read your content, make sure the page is, well, readable.
Mistake #4: Not focusing on the reader
We get it. The sales manager or the C-suite wants to see content about How Great XYZ Product Is! But you already have sales sheets, emails and plenty of direct marketing copy. If you’re going to do content, DO CONTENT. That means putting the reader/viewer first. Because content that wasn’t written for the reader will fail. Simple as that.
So when you’re coming up with content ideas, remember: Readers/viewers are people with their own problems. And your content should help them solve those problems. For example, we know you probably have asked yourself at least one of the following questions — How do I build a content plan? What’s the right way to write time zones? How do I ensure I get the copy I want from writers the first time? What are semicolons good for again? — which is why we’ve provided answers.
Mistake #5: An erratic publishing “schedule”
When it comes to your personal blog, it’s fine to write and publish only when you are so moved. But that simply won’t cut it for a corporate content program.
Search engines ding you for stagnant content. And readers do too. If I go to a website, and I can tell it hasn’t been updated in six months, I start to wonder if the company is even still in business. That’s why regular posting is key to a successful content program.
There is plenty of advice out there as to how often brands should publish content based on their goals (we like this advice from HubSpot). But we recommend not getting hung up on pumping out content for the sake of quantity, especially if you’re just getting started. The better approach is to decide on a realistic frequency — even if it’s just one blog post per month — that will allow you to produce quality content and then ramp things up from there.
Mistake #6: A poor user experience
No matter how great your content is, if the end-user can’t easily view it, it won’t get consumed. So work closely with your designers and programmers to ensure your company’s website is clean and legible, easily navigable with links that work — especially internal ones. Don’t forget to test your site on various browsers and mobile operating systems. Also, avoid the need for users to have certain plug-ins to view your content, and don’t have so many design-centric bells and whistles that you distract visitors from the info on the page. Design and content (whether it’s our fabulous words or a video or infographic) should work hand in hand.
Mistake #7: Lack of amplification
Congrats! You’ve produced quality content that your audience will actually want to read. You may be tempted to pat yourself on the back and kick up your feet the moment you hit “post,” but hold up. Your job isn’t over just yet. Producing content is only half the battle. Now, you have to ensure it gets seen. Push it out in your email newsletter, post it to your social channels (no matter how small your subscriber numbers!), promote it through partnership programs and paid campaigns, and send it by carrier pigeon — whatever it takes!
Live and learn
If you’ve made any of these content mistakes, don’t fret. The truth is, we all have. The good news is that all of these mistakes are correctable. So take some time to refocus and get your content across the finish line. Because quality content is worth cheering for!