A lot of companies are now starting to take their content marketing strategy very seriously.
There’s a good reason for it too, as having a solid content marketing strategy can help you to attract more customers.
However, there are a few common mistakes that newbie content marketers make.
In this post, I will highlight a few of these common mistakes and provide some actionable solutions to correct them.
So without further ado, let’s get started.

#1: Writing in an academic/formal style

This mistake is understandable – after all, we are taught to write in paragraphs with a formal tone in school.
However, whilst writing in lengthy paragraphs is acceptable on paper, on digital screens it is difficult to read
Tips:

when writing digital copy, make sure that you do not have paragraphs that are more than four lines in length.
avoid using complicated words, and unnecessary jargon – instead, stick to commonly used language.
where appropriate, use bullet points and numbered lists to break up text, making it easier to be read on screen
Use bold, italics and underline to draw attention to key points
Insert royalty free images/videos to break up large blocks of text.

#2: Not optimising content for SEO

When it comes to your content, it is vital that you optimise it for SEO.
In fact, content writing should be a significant element of any SEO strategy.
If your content doesn’t appear in search engine results, it will get less views.
For beginners, the idea of writing content and optimising it for search engines can be overwhelming.
Tips:

Conduct keyword research
Make sure you incorporate the keywords into your content
Use subheadings which include your keyword
Use an SEO tool such as Yoast SEO to make sure that your posts are optimised for your chosen keyword. Yoast SEO has both a free version and a paid version depending on your needs.

#3: Not adding any value to the reader

It may be tempting to use your company blog as a means to just promote your product or service, however, it is important that you also add value to your audience.
Tips:

create ultimate guide style posts, with images and step-by-step instructions – this will provide practical advice to your audience
Make sure that you understand your target audience and write content accordingly.

#4: Not repurposing content

By repurposing content, I mean recycling old content into new content.
By doing this, you can:

Reach a new audience
Get the most out of your existing content

Tips:

Repurpose an evergreen post into an infographic that illustrates the key bits of information. Visual content is much more engaging.
Use your internal data to create case studies. These case studies can then be used to promote your service.
Take out key figures and statistics and use them to create short posts for social media.
If you have a podcast, you repurpose the podcast transcript into a blog post.

Pearl Lemon is an award-winning SEO agency! If you need help with creating an SEO-driven content strategy, get in touch!