Whether you’re selling a product, generating leads or promoting brand online, there’s no substitution for high-quality content. It establishes your business as a thought leader while encouraging search engines to crawl and index your website in the process. However, you should avoid the following five content marketing mistakes.
#1) Quantity Over Quality
It’s not the amount of content you produce; it’s the quality of your content that matters. A single high-quality, well-researched and written article, for instance, will attract more traffic and backlinks than a dozen articles of lesser quality. So, focus on producing fewer, higher quality pieces of content.
#2) Overlooking Images
When creating articles, blog posts and other text-based content, include images to help convey the meaning. Studies show that including just a single image can increase page views by up to 94 percent. It only takes a few minutes to grab a free-to-use photo from Flickr Creative Commons, but doing so could substantially improve your content.
#3) Creating Content for Search Engines
Another common content marketing mistake you should avoid is creating content strictly for search engines. There’s nothing wrong with publishing content on your website in hopes of achieving a higher search ranking. On the contrary, search engines emphasize content in their ranking algorithms.
With that said, however, you should publish content for human eyes, not search engines. If your content is good, search engines will take notice and reward you with higher rankings.
#4) Not Publishing Evergreen Content
An effective content marketing strategy should revolve around both time-sensitive and evergreen content. Unfortunately, many webmasters overlook the latter, resulting in lackluster traffic.
As explained by Search Engine Journal, evergreen content is always relevant to your target audience, regardless of when it was published and for how long it has been online. Users continue to search for it, which subsequently drives traffic and page views. In comparison, time-sensitive content is only relevant for a specific, limited amount of time.
#5) Not Using Analytics
Finally, be sure to analyze your content’s key performance indicators (KPIs). If you don’t know what content is driving traffic and conversions, you won’t be able to optimize your content marketing strategy for maximum results. You can install Google Analytics on your website to keep traffic of KPIs like unique visits, returning visits, conversion rates, keyword searches, average duration spent on page and more.