Even if you’re a small business or a newish entrepreneur, you most likely have big competition. 

It’s probably even more difficult for you to stand out as you don’t have the marketing resources to really grow your business.

This is why content marketing is so valuable, it allows you to expand your audience and increase your brand’s name recognition without the need for expensive paid advertising.

However, there are mistakes that can really let your content marketing down, waste your time and drive away potential customers. In this article, I cover the top 3 things you need to stop doing now when creating marketing content if you really want results. So be sure to keep reading.

 

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Stop doing these 3 things when creating marketing content [If you want results]

 

 

I don’t know how often you really think about your marketing content, but if you haven’t given it too much thought other than, damn I need to get some content written ASAP, then this episode’s quick tips on what NOT TO DO should really help you.

First, though, let’s quickly cover what I mean by marketing content.

 

What is marketing content or content marketing?

 

This is all the content that you put out there such as blog posts, social media posts, video content, podcasts, webinars, infographics, how-to guides, ebooks, photos and more. You get the idea.

The number of content options you have to choose from these days is overwhelming and even businesses with the largest budgets don’t choose to do them all. 

Smart small business owners and entrepreneurs are choosing content formats that their audience responds to and communicates their message effectively. 

It’s also important to choose formats that you can squeeze the most content out of and repurpose to the max.

For example, a blog post or podcast episode can become videos, infographics, social media posts and more. Pretty cool right? It’s all a matter of how you look at it. 

 

 

Related blog: How to Create an Effective Content Marketing Funnel That Converts

So now let’s get into the top 3 things you need to stop doing now when creating marketing content if you really want results.

 

1. STOP making your content all about you

 

No one really cares how successful you are as much as you do. Your audience is more interested in what you can do for them.

It’s nothing personal, but if you make every social media post, article or podcast episode about you, you, you, without offering value to your audience, people will soon switch off.

 

Mistake – Creating content with money in mind

 

Business owners and entrepreneurs also need to stop producing content with making money at the top of their minds. 

Why? People are smart and can easily sense if you’re trying to sell them something or if you genuinely care. 

 

Mistake – Sounding too self-promotional

 

Another mistake many people make in their content marketing is developing content that is way too self-promotional.

Most of the content you produce should try to solve a customer’s issue or resolve a pain point. 

Remember to provide value first, before you promote yourself.

 

Mistake – Trying too hard to sell

 

From what I’ve just explained this will be obvious. You also need to stop trying too hard to sell. 

It’s a turn-off.

Instead focus on creating educational content, that adds value to your audience’s lives and then they’ll be interested in what you’re selling.

 

 

2. STOP creating broad content with no purpose

 

Creating content for the sake of creating content wastes your time and money. 

It’s the same for broad marketing campaigns that have no specific audience.

 

Mistake – Writing for search engines, not your audience

 

It’s important you also avoid the outdated practice of just writing for search engines without thinking about your audience. 

Long ago Google announced that authoritative content would be prioritised over content that was stuffed with too many keywords.

 

Mistake – Treating every social media channel the same

 

On top of that, many people often produce the same content for every social media channel without adapting it even slightly. 

It is true that not everyone will follow you on every channel and see all of your content, but you do need to pay attention to the differences between the channels.

For example, ask yourself, does this post work as well on LinkedIn as it does on Instagram? 

If it doesn’t, change the words, the emojis, and the formatting or design of the image or video.  

They are two very different channels, and your content should be tailored with that in mind. 

Remember to avoid overcluttering your captions, allow them to breathe with space between sentences, and add in some appropriate emojis for fun.  

 

Mistake – Forgetting about the call-to-action

 

A big mistake many business owners make is forgetting to add a call-to-action in every piece of content.

You need to make it clear what you want your audience to do next, whether it’s for social media posts, blog articles, or landing pages. 

Use action verbs to encourage them to engage with you – such as book a call.

 

 

3. STOP frequently changing marketing tactics or refusing to adopt new ones

 

If you want quick results, content marketing is not for you. Ranking high in organic search and getting sales from social media posts doesn’t happen in weeks. 

It can take years for the cumulative effects of your hard work to pay off.

 

Mistake – Making content without a strategy and plan

 

But for it to work you need a plan. If you don’t have a content marketing strategy and work from a content plan that includes your content calendar it will take much, much longer to see results.

This is because your content will not have clear messaging, a defined target audience, and consistent delivery.

 

Mistake – Producing content in a single format

 

Having a strategy and plan in place will also help you identify the best way to deliver your content – and it’s not always written content. 

You need to shake things up and try something new, even make a Reel or TikTok that’s appropriate for your business and audience.

Many businesses rely far too heavily on written content when a video post would be more effective. 

Social media algorithms are still favouring video content, so it’s worth considering how you can do more of that in your business.

 

Mistake – Swapping marketing tactics too frequently

 

While it’s important to try new trends and not become stale, it’s also vital not to constantly change your marketing tactics because then you’ll never really know what works best.

As I mentioned before the results of your content marketing efforts will not be seen for months or even years, so if you never give anything a chance to work how will you know what works?

Social media algorithms have been known to pick up content and make it popular months after posting, and social media accounts and blogs take time to build interest and momentum. 

So remember the key to success here is to keep going.

If you like to learn more about how content marketing drives sales listen to the podcast below.

 

 

Or read the article ‘Understanding the 3 ways content marketing drives sales’.

 

In summary

 

Stop doing these 3 things when creating marketing content [If you want results]:

 

1. STOP making your content all about you

• Mistake – Creating content with money in mind
• Mistake – Sounding too self-promotional
• Mistake – Trying too hard to sell.

 

2. STOP creating content with no purpose

• Mistake – Writing for search engines, not your audience
• Mistake – Treating every social media channel the same
• Mistake – Forgetting about the call-to-action.

 

3. STOP frequently changing marketing tactics or refusing to adopt new ones

• Mistake – Making content without a strategy
• Mistake – Producing content in a single format
• Mistake – Swapping marketing tactics too frequently.

 

[Infographic] Stop doing these 3 things when creating marketing content

 

For a visual summary of today’s blog read the infographic below: Stop doing these 3 things when creating marketing content.

 

Source

 

Ready to get started?

 

If you’re unsatisfied with your current content marketing or if you don’t believe your current content marketing strategy is performing as it should be (or you don’t have one), you can enrol in my Content Boss 1:2:1 online training courses. 

Over 3, 6 or 12 weeks, we review and amplify your content marketing to generate more sales and attract customers you want to work with. 

These are practical training sessions where we work directly on your business’s content marketing. No time is wasted. We get it done!

The end result is content marketing that works for you, and converts!

Learn more by booking your free 30-minute chat today.

You can also email me by visiting my website contact page or by clicking here.

 

Want more content marketing and public relations tips?

 

For more great resources about content creation, content marketing, video marketing, and public relations be sure to check out my new podcast series “Improve Your Content in 7 Minutes” by clicking here, or find me on your favourite streaming app.

If you’d like to learn more about how to grow your business through video read this article or listen to the podcast episode below.