Common Mistakes That’ll Tank Your Content Business

mistakes that will tank your content business

You’ve decided to enter the world of content marketing and are looking into the roles and responsibilities of different team members. You might be a one-man show, or maybe you’ve got a team of writers, marketers, and geeks creating original, relevant content.

When thinking about starting a blog, you’ve probably considered the benefits – free content, SEO benefits, and community building. However, blogging does have a dark side. This can take a lot of time and effort if you don’t understand what you’re doing. To ensure your content business succeeds, you need to avoid common pitfalls.

If you’re just starting out, it’s easy to assume that all you have to do is provide compelling content to succeed. The reality is that it takes much more than just content to run a successful, content-centric business. Let’s talk about content marketing mistakes you shouldn’t make and how to avoid them so you can stand out.

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Watch Out For These Mistakes

Not Knowing Your Audience

It is impossible for you to control who reads your content, but you can control the content you create. Understanding your audience is crucial for successful content. What is the target audience for your writing? What interests them? What are their concerns? Creating a diverse range of content will help you reach as many people as possible since you never know what will resonate with your audience. Keeping this in mind, it’s important to write posts that reflect your audience’s interests. You’ll discover that your articles reach a wider audience when you do this successfully. The quality of your writing will improve as well, as your content will reflect your unique voice. This will make your blog posts more memorable and engaging.

Lack Of Planning

Content-related businesses often fail due to a lack of planning. A plan will allow you to execute more efficiently and ensure the quality of your content is consistent. You may damage your reputation by producing unevenly valuable content without good planning. A good piece of content won’t matter if it’s not planned properly. Setting aside time to plan will help you produce the high-quality content that you envision.

Not Measuring The Success Of Your Efforts

Unless you have clear metrics to measure your success, you’ll never know if your strategy is working. That’s why you should track your strategy results and measure the effectiveness of your content, on and offline. A number of online tools can help you with this, such as Google Analytics. Your content strategy can be tracked, and areas for improvement can be identified quickly with these tools. It is also a good idea to test different types of content and pitches to find out which ones work best for the audience you are trying to reach.

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Focusing On Content Alone

Many businesses focus solely on content when they should focus on other factors as well. There is no doubt that content is important, but it is only one part of the equation. For your content strategy to be effective, you have to integrate other marketing tools, such as SEO and social media. This will give your content a whole new dimension and a broader appeal. You will also gain credibility by establishing yourself as a credible source. As an expert in your field, people will turn to you for information, boosting your business and brand.

Not Taking Care Of Your Health

A healthy content business involves meticulous attention to detail and a clear understanding of the balance between quality and quantity. Taking care of your blog requires a lot of time if you want to ensure its content remains fresh and engaging. This involves posting interesting articles regularly, creating high-quality content, and linking to authoritative sources if you want to ensure that your content is engaging. Moreover, you should constantly monitor your content to ensure that it is read by the right people and is consistently engaging and interesting. These key criteria will help you improve your website’s engagement and search rankings if you meet them, resulting in more efficient content. Eventually, this will lead to more traffic, leads, and sales.

Undermining Your Authority

As you would be negligent if you undermine the authority of a professional, doctor, or lawyer, you should also be cautious about doing so on your blog. Bloggers may attempt to knock you off track if your blog posts unique, high-quality content, and they copy your content directly and pass it off as their own. It is important to have a distinct voice and style on your website to avoid this. You should also cite your sources and link to trustworthy websites whenever possible.

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Focusing On Quantity Over Quality

With so much competition in today’s market, content that’s good but doesn’t stand out will often fall victim to the volume trap. When you have a large audience, it’s easy to write and share a lot of content to keep up with the pace. But while this may seem like an effective strategy to gain popularity, it ultimately comes at the expense of your own credibility.

When your content becomes too popular, you run the risk of being associated with countless others, which can make it hard to establish yourself as an expert in your industry. To combat this, produce more high-quality content while also seeking to increase your own knowledge and expertise through continuous education. In doing this, you’ll enhance your ability to guide others and add another important facet to your business.

Getting Too Comfortable

If You will likely become complacent and stagnant if you become too comfortable with the status quo. Even though this seems like an effective way to operate, complacency can be risky from a business standpoint. If you become too comfortable, you may rely on outdated methods and be vulnerable to the elements. It is important not to change your habits and routines to prevent this. Additionally, you need to be open to new ideas and approaches so you can take advantage of new opportunities when they arise. Being too comfortable can cause you to miss out on important growth periods, which could mean the difference between thriving and surviving as a business.

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Not Incorporating Other Channels

In your industry, blogs are a great way to establish credibility and authority, but that’s not the whole story. For your content to succeed, you must be prepared to integrate other marketing techniques and media. Having a clear understanding of how different platforms work and integrate with one another will assist you in accomplishing this. For example, social media can be an effective tool if you’re interested in expanding your reach and growing your audience. If you want to retain your existing audience, you can rely on more traditional methods, such as SEO and email marketing.

Not Having An Editorial Principles

Establishing editorial principles is a crucial component of creating a quality blog. It is important to set standards for yourself so that you can consistently deliver high-quality content that meets certain criteria. As a result, your content’s value and influence, and persuasion abilities will increase. Transparency also increases the value of your content. The general public can be assured that your content is authentic and not altered or fabricated by the manufacturer, distributor, or retailer. Establishing yourself as an expert in your field is easier when you demonstrate a clear understanding of the journalistic concept of objectivity.

Writing For The Wrong Purpose

Writing for the right purpose is the key to creating quality content. Even though it’s important to gain an audience and keep people coming back for more, it’s also important to provide value and information through your writing. If you want to become a well-known and respected name in your industry, you need to write for this specific purpose. If you’re not comfortable writing for the purpose of educating and entertaining, then perhaps a different line of work awaits you.

Here’s How To Avoid These Mistakes

As you can see, you need to be wary of numerous pitfalls when you are trying to establish and grow a content business. Be careful not to fall into these traps if you want to succeed. Your content business will flourish if you make wise decisions and put in the necessary effort and time. It’s as easy as this:

  • Don’t Hire The Wrong People

As you read this, you are either responsible for hiring for your content department or will be soon. Choosing the right people for the job is a big decision, and you should take your time. It is possible in this situation to ruin your entire content marketing strategy if the wrong person(s) is involved. For example, if you’re looking for a journalist to write compelling stories for you, but you’ve only got a team of programmers who can only create content for websites, you’re going to struggle. It would be best to hire a content creator who is also an excellent journalist, or vice versa. This way, you’ll have someone who can bring the whole package to life.

  • Avoid Publishing Bad Content

This is a big one. It is your responsibility to come up with the content on a regular basis as a content marketer. In a small team, it is easy for somebody’s work to be rejected by the publisher for one reason or another. You will likely experience a few rejections as an individual contributor, even if you are not a team member. By reviewing your published content and looking for trends, you can avoid this one. Keep using a theme or approach that works for you once you find it. Take some time to reword content that isn’t working. You’re not going to hurt your company’s reputation by having published content that isn’t exceptional. Finding the balance between value and engagement is crucial to keeping your audience engaged.

  • Don’t Get Too Caught Up In Ratings

A good rating can make a difference. If you’re airing a TV show on a major network, then you’ll want to make sure you get good ratings so you can continue to have a spot during prime time. The problem, however, is that too many marketers focus on rankings so much that they forget what’s important. They’ll spend all their time trying to game the system instead of just creating compelling content that keeps their audience interested.

What Kinds of Content Attracts the Most Traffic?

If your main focus as a content marketer is getting your content listed in as many directories as possible, then you’re doing it wrong. Look for smaller directories that are less likely to be gamed and start building an audience there. After you start building an audience, you can expand your reach by looking into larger directories. Content ratings provide a good indication of its effectiveness. In spite of this, they are not the only thing to consider.

  • YouTube Is Not A Free Pass

If you have a YouTube channel, you may think that you can just post a few videos, walk away, and then come back later. However, just because you have a YouTube channel doesn’t mean that you can post anything without thinking it through. To begin with, you need to determine whether your content is appropriate for children. If it is, then you might want to think twice about posting. Be mindful of your posting, and don’t just put anything up. Think about the type of content that would appeal to your target audience. Are you posting the type of thing that’ll make a difference in their lives?

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  • Impressions Aren’t Everything

A good way to measure the success of your content is to look at how many individuals are talking about it. This can be measured through search engine traffic or social media sites, depending on the type of content you’re posting. Despite this, many marketers fail to realize that not all online discussion represents an interest in buying a product. Posting about celebrity news, for instance, might spark discussion, but it’s also likely to attract interest in celebrity-related products. In this way, while the content may get much attention, the product might not do as well as expected. Always consider your audience when deciding what content to promote. If you’re unsure what your target audience will be interested in, ask them!

  • Don’t Overpost For The Wrong Reasons

Congratulations on making the decision to enter the world of content marketing! The journey you’re about to embark on will hopefully lead you somewhere great. Posting too much and for the wrong reasons is the last thing you want to do. Several companies track the performance of your content, and they use a variety of metrics to determine its success. Your content’s score is determined by the average time the reader spends reading it, the reader’s engagement (i.e., how much they interact with it), and the value they receive. In order to be an effective content marketer, you’ll want to post only when you have something exceptional to share. You may get overexcited, thinking that every piece of content you create will be a hit, but this is rarely the case. The process of building an audience, establishing credibility, and becoming a go-to person for your industry takes time.

Hopefully, you’ll never make these mistakes. By understanding what types of content will be most effective for your business, you can begin creating content that will meet your needs. You don’t want to enter the world of content marketing and then find yourself in a situation where you have to adapt your strategy because you didn’t account for certain situations. As you grow your audience, don’t be afraid to experiment with different types of content. Make sure you cover every angle. Once you find a formula that works for you, your content-centric business can sustain itself!


About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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