5 Common Mistakes To Avoid In Content Marketing

Libby Rothschild, CEO of Dietitian Boss. Follow on LinkedIn.

Content marketing can be a great way to engage with your target audience. Through online platforms like social media or company blogs, you can market and sell your products or services with ease. However, if you’re new to this form of marketing, there are several pitfalls you might encounter.

5 Content Marketing Mistakes You Should Avoid

As someone who grew their own business with the help of content marketing, I know the road map to success with this approach—as well as the roadblocks. To make the most of your content marketing strategy, here are five common mistakes you should keep in mind.

Mistake 1: Waiting For Perfection

When trying a new strategy or approach, it’s easy to get distracted by chasing perfection. Building an online presence can especially be intimidating, and imposter syndrome can creep in. But wanting to be perfect from day one can actually hold you back.

One of the best ways to combat perfectionism is keeping your motivations in mind. I’ve found a great trick for defining motivation is asking yourself the three W’s: “Who am I? Where am I? What am I doing?” This exercise can give you clarity to identify and break through perfectionism blocks. For example, here’s how I’d answer these questions.

• Who am I? I’m a leading expert on business-building strategies that use online marketing and digital products.

• Where am I? I’m in the beginning phase of building my personal brand after scaling my company, Dietitian Boss.

• What am I doing? I’m separating my personal brand from my organization to create a bigger impact and help more people.

After reflecting on the three W’s, you can gain more context for your next steps. Your answers can help you determine the kind of content you want to create, the best medium for sharing that content and how the content will help you reach your business goals. Knowing these important details can help you overcome your need for perfection.

Mistake 2: Diving In Without A Plan

Can you think of anyone who started and then abruptly stopped making posts online? Whether email marketing, social media or blog posting, people quit sharing content left and right. But why? In my experience, people don’t stick with the process because they’re trying to follow trends or they get frustrated that they’re not seeing immediate results. But a lack of consistency and commitment is exactly the wrong move.

My advice for business owners who are new to content marketing is don’t start posting without a set plan and schedule. I often suggest trying a progressive content strategy. This can look like posting consistently for a set time period and following a checklist to ensure your content hits a couple of strategic markers such as using a call to action and avoiding jargon. Beyond ensuring your audience knows when to expect your content, consistency will make it easier for you to adjust your strategy in the future when you’re ready to scale.

Mistake 3: Forgetting About The Audience

One of the biggest mistakes content creators make is creating content for themselves, not for their ideal client. As you strategize, list out who you serve, what their problems or pain points are and what solutions or needs they have. This will serve as a guide for content creation.

While it’s important to make content that you’re proud of, remember it has to check all the right boxes for your target audience. If you fail to create compelling content, it’ll take longer for your business to grow and resonate with consumers.

Mistake 4: Leaving Out The Call To Action

After following a progressive content marketing schedule and creating content to solve your ideal clients’ problems, the next step includes promotion. Every piece of content you post needs a purpose, and that includes showing or telling your audience how to engage with your product or services. This call to action should use compelling language to encourage the reader to follow up on the content’s information. This could mean directing them to something they can download or telling them to sign up for your service. Remember: It isn’t enough to tell someone what to do. You have to make your call to action alluring and show the value you provide.

Mistake 5: Failing To Get Organized

I’ll admit: This is the hardest part for me. As a creative person who’s always got a new idea brewing, I struggle to organize media files, videos, copy and even my thoughts on a daily basis. If you relate, I suggest starting small and finding one or two quick organizational tips to help you stay on track with your content marketing. For example, try using a scheduling tool for publishing posts or using online storage to keep track of your assets. You could also devise a naming convention or color-coding system to help you organize your files. As you grow and scale, finding ways to automate your organization and processes will set you up for success—both in your content marketing and in your overall operations.

If you’re planning to implement a content marketing strategy, success depends on multiple factors. One of the best ways to ensure a return on investment is to know the right—and the wrong—moves to make. By avoiding these mistakes, you’ll be on the road to building your brand’s online presence.


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https://www.forbes.com/sites/forbesbusinesscouncil/2022/09/30/5-common-mistakes-to-avoid-in-content-marketing/