7 Main Content Marketing Mistakes and Ways to Correct Them

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Content marketing is critical to a successful marketing campaign. A good strategy can boost your search engines rankings and help the audience find you easier. And yet, it’s hard to create it.

Many people make similar mistakes while developing content marketing strategy. Don’t want to be one of them? Do you want to increase your income? Read this post and follow advice.

Not useful and engaging content

Even an excellent-written article won’t get high traffic if it doesn’t solve a problem for its target audience. You should not write only on general topics but also give readers different solutions to common problems or answer questions they are interested in.

And the issue for you here is how to understand such users’ problems or guess their questions. If you’re a content marketing specialist at some company you can discuss this topic with your Customer Support and Sales teams, these people always know what your users and audience like and want. However, don’t puzzle over and imagine anything, just use special tools (such as SEMRush, Serpstat) that can find exactly what users are asking Google about. I’ll go with Serpstat here.

Type the topic you want to describe in your future article in Serpstat search box and learn the report you’ll get at its Search Questions feature. Take one of the given questions and answer it directly with your post to improve the usefulness of your content.

You can learn more how to develop such content from the article and infographics “How to Create Useful Content: 12 Steps to Follow Every Time”.

Also, the audience may quickly forget about your article if they are not engaged. Give your readers a chance to participate by asking them questions or responding to comments. You can ask to tell their experience in that particular field, to vote for different points, if they liked the post, and so on.

Selling instead of teaching

The primary goal of your article should be to teach but not to sell.

Readers come to your blog to read posts that help them to do their job easier, make them better people, and solve their problems. Selling of your products or service doesn’t work in such articles.

You can mention yourself or your business only at the end of the text or video. Do everything people share your content and identify you or your company as an expert in the field or who sells related products, services.

You are not an expert on the subject

Writing any marketing post, you should know what you are talking about. Every user wants to read the correct and up-to-date data on the topic you are discussing.

So before developing content, be sure you are competent in the theme, can give reasonable tips, and seem to be credible to your audience. If you feel you are not as good in this field as you should be, let someone help you or learn a little bit.

Not evergreen content

Evergreen content is a content that may be as urgent today as in 10 years. It’s posts which give basic knowledge on the topic. You can publish it any time and get high traffic and income.

It isn’t so easy as it may seem to be to develop this type of content. Anna Rud — a senior content marketing specialist at Serpstat — explained how you can manage to write it:

“When brainstorming your topic ideas, you should ask yourself these simple questions:

  • Is this topic covering basic issues? If yes:
  • If there something unique to cover within this topic? Or:
  • Can I write something 10x better than the existing content? Or:
  • Can I write it in a way no one else had ever done before?


As to the last bullet, I mean that you can present the same topic in different ways.

Only this approach can help you write something that will get noticed by readers and rank high. And it will be real evergreen content.”

People always look for such information, and you can take this opportunity. Such articles can be advertised several times and don’t need extra spending on developing texts.

Not targeted and optimized content

Writing texts, you should understand whom you are doing it for. Imagine the portrait of your target audience. Develop content only after you realize the full picture of your readers’ interests, problems, likes and so on. Every visitor of your blog should feel you are writing just for him or her.

Also, your texts should be written in simple words, be easy to understand, creative. Readers’ favorite posts always have some structure — subtitles, lists, media content. Don’t forget about the lead paragraph that contains the central issues of the post and catches your readers.

You should optimize your content not only for people but also for search engines. The position of your post and the future traffic on it depends on this optimization. The first thing you should do for it is to include keywords into your texts. Choose from Google Adwords report those that have high volume. Enter the main keyword of the article in its search box to get it.

If you want to publish the post on social networks, you should also optimize it according to the demands of these networks. Your post may vary in length, has a different audience or even should be written in different words (more specific, for example, for LinkedIn or very short for Twitter).

Equal nonregular types of content

To increase brand or your awareness, publish posts on a regular basis. Choose some days when you’ll do it and don’t miss them. For example, the best day (according to Bit.ly) for posting in Twitter is Monday in the afternoon, in Facebook — Wednesday mid-morning, in Instagram — Monday morning, in LinkedIn — from Tuesday till Thursday in the afternoon, in Pinterest — weekends 2 p.m, 9 p.m., 2 a.m.

Don’t post equal type content each time, it’s rather boring. Keep your audience interested by mixing different formats up, such as:

  • in-depth-articles (useful, detailed)
  • whitepapers
  • how to guides
  • media content (images, videos, music)
  • webinars
  • hot news or facts
  • lists
  • interviews, aphorisms, experts’ opinions
  • infographics
  • memes, gifs
  • life stories
  • texts where you give some bonuses to the readers

No promotion and analytics

You’ll not get high traffic on your content without properly promotion.

One of its good and free ways is to share your content anywhere you can. Create infographics on the base of your post and publish it one more time, share in different social networks or create new appropriate publications on this topic with links to this post.

Find out where your content is shared the best with Buzzsumo. Type your site domain in its search box and learn the report given there.

If you know some influencers in your niche, ask them for feedback on your post.

Also, an excellent way of content promoting is PPC. Create several ads for your target audience with the help of Google Adwords. Don’t forget about keywords here.

You’ll not be able to get to know how successful your content marketing strategy is without analytics. Other reasons you should do content audit are:

  • to improve your existing content
  • to find gaps in content
  • to identify outdated and duplicate content
  • competitors analysis to find new popular topics and quality keywords

Use SEO tools, such as Serpstat, SEMrush, Ahrefs, to make such analysis.

As a Summary

Content marketing is one of the most effective and cheapest ways of promotion goods or services if it’s done properly. Thus there are several similar mistakes which people make while creating their strategy (not useful and engaging content, selling instead of teaching, be not an expert in the niche, not evergreen, targeted and optimized content, equal non-regular posts, no promotion and analytics).

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