In today’s digitised world, content is king. There is no getting away from that fact. Almost every business – big and small – uses content marketing in one way or another, as the term covers a wide range of areas.
That being said, just because content marketing is frequently used in business, that doesn’t mean that it’s being used correctly or is working as effectively as it could be. There are certain content marketing issues that are seen time and time again by content specialists, and most of which are things that are avoidable, it’s just a case of understanding how to avoid them.
When it comes to achieving the perfect content strategy, it’s not as complex as you might think. The key to content marketing success is being aware of what all of the most common content marketing problems are, and how to avoid falling victim to them.
Not doing adequate research
One of the most common content marketing mistakes that people make it failing to do adequate research into a topic. This means that posts are often poorly written and quickly put together, which can impact the keyword density and SEO score, as well as the website’s ranking in search engines. To ensure content is well written and highly effective, it’s vital to plan it out carefully, utilising tools like Google keyword planner.
Lack of a good brief
An error a lot of businesses make is not briefing their content creators about what they want, instead expecting them just to know. However, to achieve the most effective marketing results, it’s vital that a brief is created, explaining what you want from your content, such as who it is aimed at and what tone it needs to be created in. Formatting guides should never be skipped; otherwise content marketing becomes far less effective as a digital marketing method.
No content protection
You’ve probably heard of copyright laws and what they entail – these are the laws that protect content from being copied and used via another company without the content creator’s permission. Well, when it comes to content marketing, content abuse is becoming increasingly common. It’s no longer just a case of content passing Copyscape – a copyright checker tool, it’s about ensuring that your content, itself is protected from theft. Because if someone steals your content, and passes it off as their own, it may reflect negatively on your brand as it could appear that you are copying other people’s work, not the other way around. The good news is that there are now tools that can be used to alert you to the fact that someone has stolen your content or created very similar content. It’s just a case of utilising them.
Bad channel selection
It’s simple to get content out via social media – sharing content has never been easier. However, the issue is that a lot of businesses are not selective enough when it comes to the channels that they distribute their content on, impacting their content marketing success. The most vital thing when it comes to content marketing is to share content where your audience will be, which means researching the channels that your prime demographic is most likely to use.
The fact is that no marketing method, content marketing included, comes without its teething problems. But once those little niggles have been ironed out, it can be a highly effective method of marketing your brand.