Content is the most important thing when it comes to online marketing. It’s what establishes relevance of products and services, and it’s also what you can rely on to keep your target market interested in your operations. Therefore, you cannot treat your content strategy lightly; it’s imperative that you pay great attention to its quality and the way you deliver it.
Despite this basic but essential principle, when it comes to content, many still make a lot of mistakes, and you may be committing some of them yourself. Here is a list of common content strategy mistakes that even seasoned online marketers are actually known to commit.
1. Writing for traffic instead of conversions
Traffic is good, and it can be an indication that your online presence is popular, but traffic is really just a prelude to something truly important: conversions. The action you need to be really generating is conversions because these will make your business operation profitable. Conversions will target the sustainability or longevity goals of your business. So don’t just write interesting articles or news—write to convince people to act to the greatest advantage of your business.
2. Writing content as a sales pitch
This rather contradicts the explanation for the first mistake, but the thing is, you want to be as balanced as you possibly can. You don’t want to be pushing something down your readers’ throats; instead, you want to enlighten them all the benefits that a product delivers. For example, some online food retailers share recipes using the food items they sell instead of just raving about and glorifying the products. Providing excellent recipes establishes relevance and targets the desire of readers so that they would be inspired to buy, but it’s not an in-your-face sales pitch, which tends to rub people the wrong way.
3. More content is better
Producing a lot of content is good, but not necessarily better. The focus of online marketers should always be on quality. It doesn’t matter how much stuff you have in the digital realm; if they’re not good quality, the content will just be a whole lot of questionable information that you put out online, working against your goal of attracting people to your business.
4. Using complex and highly technical jargon heavily.
There’s always the desire to appear smart and thoroughly knowledgeable, but when you’re using content for marketing, the last thing you want is to talk above your target audience. When you present information, you don’t want people to just see it—you want them to consume and understand it, and learn how useful it is. Use common language as much as possible, and people are likely to engage more.
5. Not optimising your content for search engines
Great content should be optimised and distributed through different platforms. Not only will this increase visibility for your business, but it may also establish you an expert in your industry. For example, written content may be turned into infographics, or a podcast, or even a storyline for a video. Sadly, a lot of online marketers do not know they can do this, or simply fail to explore the possibilities.
Get content that works to your advantage
If you’re guilty of one, or some, or all of these mistakes, we at AGY Innovative Marketing can turn things around and undo all your content strategy missteps. Find out more about our services today.