Common Content Marketing Mistakes: 7 Missteps Bringing Down Your ROI

Content Marketing

Content marketing is an inseparable part of digital marketing and it has to be top-notch to thrive online and bring more sales to the company. Content marketing is the soul of any company’s marketing and there are so many things to consider for doing it right. As there is no specific guidance on how to do marketing in the right way, many people commit mistakes that ultimately bring down the RoI. So, in this article, we will have a closer look at common content marketing mistakes that bring down the overall revenue and you should avoid doing them.

1. Not using data for building campaigns

The majority of companies build their content marketing based on a few brainstorming ideas and ongoing social media trends. Doing this way is not wrong but this is not that approach that will bring a ton of conversions. Playing by trends will only give a temporary boost, but for serious conversion through content marketing, you need to dig down into some useful data. Just relying on trends and some creative ideas will bring down your RoI.

Finding out what people are actually looking for and how to reach them will help you more than the generic content marketing approach. Start with a comprehensive competitor analysis and analyze how they are playing the content marketing game. Check which article is getting the most traffic and what are the areas they are lacking behind. Once you gather all these important data, it would be much easier to plan a highly targeted content marketing plan and thrive online.

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2. Not identifying your customers

Generic targeting will always cost you more money than the targeted one and not identifying your target audience will bring down the overall RoI. If a company is creating content in bulk without identifying who are their actual customers, they will not succeed at content marketing.

This is among the most common mistakes that people do when it comes to creating content. Even if the content is excellent and well-written if it’s not converting, then what’s its use though?

So before you draft your next calendar, always conduct a thorough analysis on identifying the potential buyers. You can also opt for professional SEO services and they will help you create a compelling plan.

3. Not creating proper content goals

There is always a purpose of doing something, be it content marketing, search engine optimization, or running paid ads, you need to have certain goals. Creating content without any kind of goal is just pushing the content for the sake of increasing the count. This strategy will always lead towards the decline of RoI because there was no intent behind it.

To overcome common yet serious mistakes, prepare goals for each article you publish, and every social media post you share. The goals should not always be directly related to RoI or sales, there may be so many other goals.

You can focus on goals like CPA, overall traffic generated with a single article, improving new vs returning ratio, and many more.

4. Treating SEO as a separate practice

Only good SEO service providers know that content marketing and SEO activities go hand in hand. And, if the content marketing plan is made without the inclusion of SEO, the company is leaving a lot of money on the table.

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This is among the most common mistakes and you need to avoid this at any cost. An SEO-optimized article or social media post can perform much better than a normal shared post. SEO is capable of delivering 10x revenue when integrated with the content strategy in the right way. If your company doesn’t have an in-house SEO team, it’s always better to hire good SEO services and gain an edge over the competition.

5. Not focusing on backlinking

Backlinking is a powerful off-page SEO technique and a good backlink profile can drive a ton of sales to the company. Most people don’t think of generating organic backlinks while writing their articles or ad copy. This could lead to a significant RoI drop because the campaign is leaving too many conversion and traffic opportunities.

For avoiding this mistake, always try to write content so that the maximum people who will share would be happier to link it back. When you create content, outreaching people and asking them to link back is the best and successful method of generating more traffic.

6. Not reviewing the complete performance

Reviewing the overall performance of content marketing is a crucial task but the majority of people fail to conduct the performance audit correctly. If a content piece is doing better than expected, you can increase that specific strategy. On the other side, if a strategy is simply not working out even after giving various chances, you need to think something different.

You can perform a content marketing audit every three months and check out the overall performance. Along with RoI, also consider other important factors like traffic generated, new users subscribed, reduced bounce rate, customer engagement rate, etc. When you map all these matrices and then measure the performance, you can have a better perspective. After analyzing the data, you can skyrocket your strategy with more user-focused strategies.

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7. Not upgrading

This is among the biggest mistakes most people make and they think that they don’t need any kind of upgrade or collaboration for their existing strategies. But, when analyzed, this is not true and for generating more revenue, teams do need to upgrade their quality as well as their style of working.

For avoiding this mistake, make sure you get professional SEO services and keep your strategies optimized for better traffic and user acquisition. And, if you find a good content marketing consultation who you think can make a difference, it’s worth talking to them. Working in collaboration can also drive amazing results and you can try this.

These were the most common content marketing mistakes that companies make and it ultimately hurt their RoI. It’s the right time to optimize your tactics using the above tips and start with more power and understanding of the potential customers.

Author Bio :

With over 13 years of experience as a leader in digital marketing, Mansi Rana is Managing Director of EZ Rankings - SEO Reseller. Passionate about all things data; providing actionable business intelligence in digital, future tech; and venture bubbles categories for everyone, everywhere.