There are over 27,000,000 pieces of content being shared every day, but did you know that 60-70 percent of content produced by B2B marketing goes unused? Why? Most often it’s due to common content marketing mistakes like not knowing who you’re producing content for, trying too hard to sell with your content, and other content mishaps.
Content marketing is not easy. Sure, it sounds that way on paper — publish some content, reach out to influencers, go viral, rinse/repeat — but that’s because most people only ever see the results of a good content marketing campaign, not the creation process itself.
In reality, content marketing requires lots of coordination, time and energy investments, and solid research. Most veteran marketers have learned all about these processes the hard way, by doing it wrong the first time then making corrections.
As a beginner in content marketing, you may be making some common content marketing mistakes.
Here are some of the common beginner mistakes in content marketing and what you can do to improve your content creation and reach a wider audience:
1. Do not have a plan or clear goals and strategies
Your business plan will dictate your content strategy. You need to know what your objectives are or why you are creating content. As a follow up, you also need to know who your target audience is to be able to create content that fits their needs. You need to develop buyer personas which will allow you to anticipate and meet the needs of your audience.
2. Don’t Know Your Audience
One of our biggest challenges is to create and deliver content that people actually want to consume. With so much competing for their attention, if your content can’t break through the noise, it’ll never be seen.
3. Confusing Content with Ads or Sales Copy
The content you create is not an advertisement for your company, or your product, or your service. Content is merely an expression of ideas and values relevant to both your business and your customers.
“The content that consumers are going to find most valuable is the kind that they are already looking for,” Honoway says.
4. Scrimping on quality writing
Do not take content creation too lightly and assume it is something you can do whenever you have spare time. Do not also assume that you can just crank out as much as you can and call it valuable content. Remember, quality trumps quantity. Take time and go over your work but keep the publishing pace consistent. Once a month is better than once every week and then you stop for two months. That kind of inconsistency won’t get consumers to trust your brand.