4 Surprising Content Marketing Red Flags and How to Avoid Them
Content marketing seems easy. Right?
Create content.
Put in front of people.
Rake in the sales.
But here’s the thing: it’s not that simple. There’s plenty of margin for error. Half-hearted marketing may work for a while, but you’re going to find that the devil’s in the details.
Meaning: small decisions matter.
A lot.
So, are you doing marketing halfway? Maybe you don’t have the time, or marketing isn’t your strong suit. Either way, you’re wondering why you have…
A low ranking on Google
Low conversion rates
Decreased website traffic
These problems could be symptoms of deeper problems within your content marketing. Could your business have any of these red flags? Some might surprise you.
Side note: The cool thing about my network is I can often gain other valuable perspectives to make my blogs more valuable for you. I did so with this blog.
This is a comprehensive list I created in collaboration with Heather Leith, VP of Content at Growth Machine. (She's awesome, by the way).
So, you're going to want to read on to see if you're making these content marketing mistakes.
Red Flag #1: Stuck in a Content Bubble
Here’s what I mean:
You’re only writing content directly relating to your product or service. You’re not expansive with your content, remaining in a bubble.
Now, I know you’re hesitant. Writing topics not directly related to your product or service seems scary and counterproductive. The whole point of writing content (especially blog content) is to spread awareness about your brand.
Right?
Well… there's another reason for creating content.
To add value.
Adding value can come in many forms. Writing what I like to call “adjacent” content can add value.
Think about:
Tips and tricks for a process in or around your industry
Your industry’s trends and predictions
“How-To” guides for related skills
Community and cultural insights
Pop-culture tie-ins
Content based on your audience’s interests
Book or podcast recommendations
This type of content can help build a strong relationship with your audience. It’s not always about getting the sale right away.
Every blog doesn’t need to make a sale. Awareness is the first step your potential clients and customers arrive at as they enter your sales funnel.
You want them to like you at this step.
A lot.
Because, if they don’t like you, they won’t trust you. And if they don’t trust you, they won’t buy.
Expanding your content "bubble" will build relationships with your current audience. It will also spread awareness to other potential customers.
It’s not a waste of time.
Here’s why:
Studies show that 72% of business owners report that consistent content marketing increases leads. An effective content marketing strategy has both direct and adjacent content.
So, do you want to win the long game? Are you willing to be patient? Because quick wins are great, but don't stand the test of time.
Red Flag #2: Lacks Consistency
Creating relationship-building content doesn’t mean much when you aren’t consistent.
It’s like trying to maintain a friendship with someone without calling them or meeting up.
Some friendships can run on inconsistent communication, but most can’t.
The relationship with your audience is the same.
Inconsistent content marketing leads to:
A confused audience: When content is inconsistent, your audience can get confused about your mission, values, and what you sell.
Lower sales and leads: If you aren’t consistent with putting it in front of your audience, your sales and leads will decrease.
A weak brand identity: Having quality content strengthens your brand authority. Having a weak brand gives your audience mixed signals.
Loss of trust: If your audience doesn’t trust you, they likely won’t buy. And they won’t be repeat customers either.
Less effective SEO: Consistent content strengthens SEO, which increases your organic ranking. Without it, your rankings will likely suffer.
Internal confusion: If you have employees, inconsistent content marketing can confuse them too. This likely means you don’t have a person devoted to your content marketing and they get confused about how and when they will do it.
So, you get it right?
Being inconsistent with content marketing isn’t getting you the results you want. And the answer is simple:
Make consistency a priority. It’s not a secret that consistency leads to success in almost anything you do. It’s no different with content marketing.
Red Flag #3: Calling It Quits Too Early
Here’s another red flag: You’re giving up too soon.
Do you find yourself being impatient with getting results?
You’re wondering…
Why aren’t I seeing results yet?
I’ve been so consistent for months now!
Sometimes it takes more than a few months to see results. Too many businesses quit right before seeing a breakthrough in engagement, sales, and organic ranking.
Heather mentioned this phenomenon in our interview. She said, “At around 3 months a lot of our clients call it quits. Just when we are seeing improvements, they throw in the towel.”
It takes a lot of patience to prioritize content marketing efforts. So, if you’re looking into it, now is not the time to be impatient. These efforts take months to show a difference.
At the end of the day, whether you hire an agency or an individual to handle your content marketing, remember they don’t have superpowers. They have a set of skills and instincts that will help your content marketing plan be a success.
Making a quick exit is self-sabotage.
So, let the plan play out. You’ll be happy you did.
Red Flag #4: Too Focused on You
Here’s the thing…
No one loves your company more than you do.
So, this might hurt…
But stop talking about yourself so much. Allow your content to be your arms and legs to show how helpful you can be.
Company-centric content often leads to the opposite of what you want: disengagement. And when potential customers don’t see valuable content, they run.
So, what are some ways to figure out what your adjacent or indirect content should be?
Here are a few ideas to get you started:
Focus on your customer’s…
Pain points
Questions
Needs
Desires
Emotions
These will lead to content that is packed with value and leaves your audience wanting more. Now more than ever, audiences value authenticity. They value trust and mutual respect.
Your audience is tired of being tricked into something they didn’t want in the first place.
So, allow your content to attract exactly who needs your product or service. You’ll keep a loyal audience and remain steady in sales.
Looking to Outsource? You’re in Good Company
Addressing these content marketing red flags will help your long marketing game so much.
Here’s a quick review of how to create high-quality content:
Make your content helpful
Be open to “adjacent” content ideas
Be consistent
Keep going
Focus on your customer’s needs first
The common phrase “rising tides raise all ships” applies here. Keep your tides high by implementing these powerful content marketing tips. They could be exactly what your business needs.
But, if implementing all these tips and tools seems overwhelming…
You’re not the only one.
That’s why a lot of companies outsource help with their content marketing. More and more companies continue to do this. In fact, according to Semrush, 94% of businesses outsource all or part of their marketing efforts.
So, if you’re doing it alone, you’re actually not in good company.
So… What’s Next?
If you’re at the end of your rope (content marketing-wise), don’t fall off the deep end.
There are outsourcing options out there:
Hire a marketing agency
Hire an employee who handles content marketing only
Hire a freelance marketer/copywriter
I happen to be option number three, but whichever you choose should work best for you.
Companies hire me to create content marketing plans, or sometimes they need support in one area like blogs or emails.
So, if you've decided to like me, let's have a 30-minute chat about how to make your content marketing plan amazing!
Sources:
2) Heather Leith, VP of Content - Growth Machine
3) Semrush
