You’re inevitably making mistakes with your content marketing. Lack of time, shortage of dedicated resources, and focus in other aspects of your business are likely culprits getting in the way of perfecting your content marketing strategy. Yet, now more than ever, content marketing is proving to be a necessity in every industry.
Whether you’re a digital marketer, entrepreneur, or executive at a startup that just raised their series A, content marketing is a highly effective strategy to help you drive more sales, boost brand awareness, and position yourself as an expert in your niche.
At Jamocha Media, we are well-versed in all things content. We’ve had the privilege of working with dozens of entrepreneurs, startups, and brands to better execute their content marketing goals.
We’ve seen what works… and the common mistakes made when producing and distributing content.
To help ensure you’re on the right track, we’ve put together this quick guide to help you avoid the mistakes that prevent your content marketing efforts from being a success.
Here are a few of the most prominent mistakes we’ve seen entrepreneurs and startups make with content marketing.
# Lack of Consistency
One of the many reasons startups and entrepreneurs struggle to find success with their content marketing efforts ultimately comes down to a lack of consistency.
Time and time again, we see entrepreneurs get excited about producing content only to half-ass their efforts just a few months in. They publish a few blog posts only to become distracted by the latest marketing trend.
Effective content marketing is a numbers game. The more consistently you post, the better chances you have of seeing real results.
“Content marketing” isn’t something you do a couple of times and call it a day. Effective content marketing must be a core and continuous component of your overall marketing strategy.
While how often you produce and distribute content is subjective based on your industry and goals, at the very least you should develop a consistent content schedule and do everything you can to make sure to hit your targets.
Producing a weekly blog post will often see far better results than publishing three posts on LinkedIn and then neglecting your content efforts for the next two months.
If you currently only have the capacity to produce a blog post every week, commit to that output and stick to it. Bigger brands and startups may be able to produce more, but the key is staying consistent long-term.
# Not Having A Call To Action
Investing in your content marketing efforts is a great first step in seeing long-term results for your business or brand. But just publishing a blog post or posting a video on Youtube won’t do the trick.
With every piece of content you create and share, it’s crucial that you have a call to action.
What do you want your audience to do after reading?
Do you want them to sign up for your email list after reading? Do you want them to buy your recently released book? Are you looking for your audience to share their current pain points or struggles?
At the end of each piece of content, it should be clear what action you want your audience to take. Your community reads and consumes your content for a reason when finishing your content want to be directed on what to do next.
Not every blog post or social media snippet you produce needs to push your product or service. In fact, we recommend NOT pushing for a sale every time you post.
Instead you should add value. Link to related posts, share a long-form guide, or encourage them to sign up for your newsletter. All of these tactics will help readers build trust in your brand, which is a necessary process in converting a reader to a buyer.
Effective content marketers get in the habit of having a call to action in every piece of content they produce.
# Distribution in the Wrong Places
You could produce the world’s greatest blog post, but if you’re not distributing it in the right places, it’s almost guaranteed to underperform.
Knowing your audience inside and out will allow you to share your content in the places in which it will see the most engagement and generate the most results.
For many entrepreneurs, LinkedIn is the top social network to showcase professional credibility today. Instead of investing hours sharing your content on Twitter or Pinterest, you could often double or even triple your engagement by sharing it strategically with your LinkedIn network.
Of course, where your audience is most engaged and active is entirely dependent on your niche. It’s crucial that you work to find the best places to share your content to improve your chances of success.
When sharing your content, aim to focus on 2-3 places in which you know your target audience spends their time.
# Not Repurposing Your Content
To get the best return on your content efforts, it’s essential that you make the most out of each piece of content you produce.
While it may be tempting to try and create a unique piece of content for each social platform out there, this strategy is often inefficient and ineffective.
You don’t need to spend hours creating a blog post only to start from scratch when posting on LinkedIn, Twitter, or Facebook.
If for example, you’ve recently written an in-depth guide on how to get more sales, you can take pieces of that guide and create shorter sharable snippets of your long form content to post on Linkedin. You can also pull some of your best quotes from the piece and share them on Pinterest, Twitter, and Instagram.
It’s important when repurposing your content that you adhere to the best practices for each platform you’re sharing on. If you’re sharing your blog post on Instagram, for example, you should invest in uploading a high quality image to complement your piece. This same image can also be used when sharing on your other social networks such as LinkedIn and Facebook.
Getting in the habit of repurposing your content reduces the amount of time you spend creating content and helps your content reach as many people as possible. Once you have your base, you can leverage your efforts to see improved results.
# Neglecting Other Forms of Content
Repeat readers want to see diversity in your content. If you’re writing the same type of content too often, your readership may trail off because you aren’t adding value. One way to avoid reader fatigue is to create a wide variety of content.
We get it. As an entrepreneur or digital marketer, it can be difficult to produce content that appeals to everyone, especially if you’re already short on time and resources.
But it’s no secret that everyone likes to consume their content and media differently.
Some people love listening to podcasts on their morning commute. Others like to save a dozen articles to Pocket or Instapaper and read their articles right before bed.
If you’re only producing blog posts, for example, you’re neglecting a large percentage of people who like to consume their media via audio. Just as if you only post motivational memes on Instagram, you’re missing out on providing value to various segments of your target audience.
While producing content is better than not having a content strategy at all, to see the best results from your efforts; it’s important to experiment with different forms of content and media to see what sticks.
Though it’s unrealistic to suggest you need to post a podcast episode, blog post, and five social media posts every week, it’s vital that you test various types of content with your audience.
If you’re typically known to produce long form blog content, consider going on as a guest of a podcast. If you only publish your content on your blog, don’t forget to share your insights on LinkedIn, Facebook, and even Twitter.
The only way to discover what content is effective with your audience is by trying new ways to convey your insights and expertise.
# Not Investing in quality content
It goes without saying, that the quality of content you produce has a significant impact on the success of your efforts.
Avoid throwing together a LinkedIn post just for the sake of checking it off to your to do list.
While you don’t have to be a perfect writer to see results from your content, a lack of effort definitely hurts your professional brand.
Are you using grainy images from Google rather than investing in professional stock photos? Are there obvious typos or cliches that distract from the insights you’re attempting to provide?
In many cases, it makes sense to invest in outside help if needed. Could you hire an intern to ensure your social media posts use t
Not every piece will be the best thing you ever produce; perfection is not the goal. But you should get into the habit of shipping high quality content as often and as consistently as possible.
# Not Making A Long Term Commitment To Seeing Results
Effective content marketing ultimately comes down to investing in your efforts for the long run.
While you can certainly see results from content marketing quickly, it’s often many months or even years before it truly begins to pay off.
Whether you’re just beginning your content marketing journey or looking to improve your process, following the suggestions above will help improve your chances of success.
We hope this guide helped you better understand the biggest mistakes personal brands make with their content today. If you’re looking to ramp up your content marketing efforts and need a hand, we’re always here to help.