Improving content strategy is on the list for many marketers this year. There has been an emphasis on trying out new forms of content, tracking the performance of old content, content curation, and many other strategies. These are all awesome ideas worthy of trying in 2017, but sometimes one of the best ways you can improve your content strategy is by improving upon past errors.
More often than not, content marketers have a tendency to gravitate towards the same mistakes time and time again. By identifying those mistakes and making a plan for moving forward, you can turn them into an asset for your content marketing strategy. Check out these 8 common mistakes made by content marketers, and see if there’s anything you do.
- Not Planning a Content Calendar
Having an editorial calendar is a content marketing best practice. It helps you plot out which content you’ll be working on and posting on which days, which creates a consistent strategy. Having your game plan at a glance gives you a bigger picture to look at, so you can spot holes in your strategy, diversity in topics you write about, and a general sense of organization.
- Failing to Research
There’s no point in posting anything if you haven’t researched your audience or the topic. Knowing your audience is the beginning of content marketing wisdom, because it will show you the topics that will or will not be successful. Plus, a topic well researched is a topic half written, so take due time getting your facts and information together.
- Not Engaging with the Content of Others
It’s important to spread your influence across the Internet as best you can, especially if you’re in a niche industry. The benefit of engaging with others is significant: it gives you connections with other content producers like yourself, thereby creating more opportunities for learning, shares, and guest blogging; it drops a breadcrumb trail leading back to your website when you share quality content written by others; and it gives you ideas and inspiration for your own content strategy.
- Sticking to the Same Content Form
Mixing up your content forms is already important, but will be even more important in 2017. By offering different forms in the way you present information to your audience, you provide a varied and impactful experience. Some topics are compelling enough to create a video on, while some posts call for a blog post or list. Some subjects will do better being presented as an infographic, while others will thrive as a listicle.
- Not Sharing Content on Social Media Platforms
Many people use social media platforms as a one-stop shop for social interactions, personal posting, purchasing, and news. By not sharing your content across social media platforms, you’re actively choosing to miss out on click-happy traffic.
- Being Sloppy with Content Production
This goes back to importance of researching. Sometimes we get so focused on producing a certain number of posts each week that we compromise the thoroughness of a piece of content. A sloppy piece of content cuts your chance to offer information of value off at the legs. As a general goal, try and produce content that has something users can leave with without having to read another post.
- Wasting Evergreen Content
Your top performing content has the potential to be used over and over again. In a study from Hubspot, they found that 76% of their monthly blog views came from old posts that had been recycled, reposted, and/or revamped. By tweaking or even just sharing some of your top performing content from the past, you can squeeze even more from it.
- Not Tracking Content Performance
How will you know what your top performing content is if you don’t track it? Google Analytics should be every content marketer’s go-to for tracking the performance of their content. By incorporating content performance review into your monthly strategy, you can regularly see which topics and content forms have the greatest impact with your users.