Don’t Make These Content Marketing Mistakes
Inbound marketing tactics, like content marketing, have proven to be effective ways to attract and engage target audience members. Online marketing strategists constantly sing the praises of content marketing and businesses are listening.
Marketing departments churn out content as a way to boost their SEO programs and assist their inbound marketing, but many of these companies are missing the mark. In other words,, bad content marketing is even worse than no content marketing. What does this mean exactly?
If you are going to spend time creating and sharing content, it’s important to avoid the following mistakes:
Poor Spelling and Grammar
When you write content, you want to put your best efforts forward. Content that is filled with spelling and grammatical errors, however, will undo all of your best efforts. It’s true that the more content you have, the better off you’ll be – but this is only true if it’s done right. Sloppy content filled with errors won’t get the job done. In fact, it will do more harm than good.
If you have a good idea and the words are flowing quickly, that’s great, but that’s also often when spelling and grammar errors pop up. It’s amazing that some content marketers don’t follow the rules that they should have learned in elementary school. Always go back and proof your work! Even better- proof it and then ask someone else to do the same. A second pair of eyes may pick up on something that you are missing.
Creating Too Much or Too Little
It’s true that content marketing online is a tactic that never really ends. It should be ongoing, but you need to determine what the right amount of content is. You don’t want to pump out too much content because it is a drain on resources, will affect the quality of the content, and target audience members don’t have time to read it all anyway. On the other hand, not having enough content means that you won’t get noticed.
Every target market has a sweet spot. Find the right pace that works for your business and suits the needs of your target audience. Research your market and the types of content that other websites and businesses have out there. In your opinion, do they have just enough content or too little? Your ultimate goal is to give your audience the content it really wants.
Posting the Same Content Everywhere
Gone are the days of posting the same article on numerous article directory sites. The focus is now on original content since article directory sites took a major hit after the Google Panda update. This is no longer a strategy that works!
You’re much better off posting the content on your own blog or website. Excellent content can help boost your SEO efforts, encourage social media engagement, and also establish you as an authority in your market. If you don’t publish your content on your own website, you miss out.
Content published anywhere on the web can be crawled and indexed by the search engine spiders so it’s important to think about SEO when creating it. Target specific keywords in the heading/title and throughout the body content naturally. Do some keyword research using a keyword research tool or by analyzing Google suggested searches to find out how people are searching and what kind of information they are searching for.
However, when it comes to optimizing your content, there should be a balance. Google warns against what they call “Irrelevant Keywords” so you need to find a way to weave in a few select keywords while also making sure your content reads naturally. Here’s what they have to say about it:
“Keyword stuffing” refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results. Often these keywords appear in a list or group, or out of context (not as natural prose). Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.
You should write content that will please your audience first. You are much better off researching the keywords after the content is written. When you do, you may find that you’ve already written in keywords in a natural way and that you have to do very little in order to further optimize the pages.
There’s no escaping the important of content marketing these days. It benefits your SEO program, establishes you as an authority, and increases engagement in social media. However, it’s important to do it right. Otherwise, it will cause more harm than good!
Categorized in: Content Marketing
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