I’ve seen the best and worst of content marketing throughout the past few years. While most of it is acceptable and works fine, there are a handful of common, easily avoided mistakes that marketers make that can end campaigns as soon as they begin.
1. No Follow-Through
Between shares, likes, comments, retweets, follows, and other online interaction, it becomes difficult to keep up. However, the amount of effort you put into following through on user engagement is a major factor that can cripple or boost your marketing campaign.
You may have been “followed up” with before. Often, a business will send a shout-out tweet or group message thanking new followers or constant commenters. This may seem small, but it’s usually enough to re-interest a follower and one of the best ways to engage them.
Another form of follow-through is checking the status of content you post on blogs and social media. Just because you wrote a supposedly great blog post doesn’t mean people will read it, and knowing what works and what doesn’t is essential. Keep track of the topics, times you post, and user engagement levels to streamline future content creation.
2. Lazy Copywriting
For content marketers who work for a single company, directing one campaign can be “boring” after weeks of posting the same content and interacting with the same users. Inevitably, this will lead to a few lazy posts and pieces of content.
Poor copy is also a result of not exposing yourself to great content and inspiration. Blogging three times a week in the same industry, for instance, can be exhausting. However, a few lazy posts can reflect negatively on your entire campaign.
This is why I recommend content marketers to do the following:
- Always be looking at what successful marketers are up to for inspiration.
- Prioritize your effort on social projects that make a major, trackable difference.
- Ask other employees and marketers for ideas and help. The occasional internal guest post can be refreshing.
3. Skipping Posts
When things get busy around the office, there’s always that internal struggle between posting and “holding off until tomorrow.” To keep followers engaged and your business present on newsfeeds, it’s almost required to post at least once on Facebook and several times on Twitter, per day. Compounded with other platforms and blogs, this is a lot of material every day.
Skipping the occasional post isn’t the end of the world. In fact, most users won’t even notice. On the other hand, this can lead to a bad habit and lazy copywriting down the road.
My advice is this: Work ahead. Try to find a few hours during the week where all you do is find interesting info to post, write content, and prepare for the week ahead. This gets you in the right mindset and allows you to get second opinions, edit, and not stress as much about writing content at the beginning of every work day.
4. Not Evolving
The “routine” I mentioned previously is a double-edged sword. For one, getting in the swing of things helps you work faster. You also become more comfortable with creating and finding great content. On the other hand, routine kills creativity.
Always be on the lookout for new trends, strategies, and content ideas. You never know when a current strategy will “age out” and the next big thing is right around the corner.
5. Not Editing
This one should be obvious, but you’d be surprised as to how many marketers rush things through the door and miss a few typos. Editing is also a way to proof the effectiveness of what you’ve created and find ways to fine-tune before publishing.
At Grammar Chic, Inc., editing is natural for all of our writers and content strategists. It’s a must before anything goes out the door, especially when thousands of followers are more than willing to point out minor spelling errors.
5 Major Content Marketing Mistakes To Avoid