Serious Content Marketing Mistakes You Need to Avoid

An Outline Seminar Paper

Presented to
The Faculty of the Department of Marketing
College of Business Administration and Accountancy
Mindanao State University
Marawi City

In Partial Fulfillment of the Requirements for the Course

MKT118 - Special Topics in Marketing
2nd Semester, AY 2022-2023

Submitted by

Asnifa C. Alimona

Submitted to

Prof. Ma. Stella G. Codas, Ph.D.

March 2023
 Serious Content Marketing Mistakes You Need to Avoid

I. Introduction

1. Opening

 Doing a mistake intentionally then relate it to my topic.

 Providing examples and sharing life experience briefly either myself or

certain known individual in the business field.

o Videos will be played here.

https://www.youtube.com/watch?v=7OHGpJk5AEY

2. Definition of the following

 Mistake

 Content

 Content Marketing

 B2B

o Videos will be played here.

https://www.youtube.com/watch?v=UBPwi5FUHQo

II. Body

Mistake #1: Lack of a Content Strategy

Fully 64% of the most successful B2B content marketers have a documented content

strategy, compared with just 19% who do among the least successful.
In the absence of a strategy, most businesses tend to create content that has

inconsistent messaging and confuses audiences. When that happens, you lose your

prospects early in the customer journey, without gaining any tangible benefits from your

content marketing efforts.

A well-defined content strategy for achieving your organization's goals can help you

create content that reaches the right audience at the right time to move them down the

marketing and sales funnel.

o Graph or picture will be shown here.

Keep in mind that every content piece you create must have a specific objective

attached to it. But don't try to tick all the boxes with one piece; that will only weaken its

effectiveness.

For your content to be most effective, ask yourself what purpose it serves . Is it to

generate leads and build engagement, enhance brand reputation, increase keyword

presence?

Based on your "why," choose an appropriate "how" to begin with your content creation:

o Graph or picture will be shown here.

https://www.marketingprofs.com/articles/2023/48620/content-marketing-mistakes

Mistake #2: Limited Access to the Right Resources

Let's face it: Creating content—from coming up with a good idea to bringing it to life—is

challenging. A lot of research and expertise is required.

Often, content creators do not have the time, resources, and capabilities to create in-

depth content on their own. The result is a half-baked write-up that does increase your

asset quantity but fails to add value for readers.

Access to the right resources is crucial for content marketing. Having a knowledge

bank can help.

Your knowledge bank might include...

 A content matrix of published resources that can be used for interlinking

 A content repository that can help in creating new content on a topic

 Subject-matter experts' insights for technical information and accuracy

 Brand guidelines and position on a specific topic

Content marketers should also have access to one of the most effective sources of

content inspiration: their own customers.

"Content teams should be as close to the customer as the rest of the marketing team—

listening to sales/customer service calls, taking part in customer interviews, and

reviewing customers' own content", says Bethan Vincent, Fractional CMO at Open

Velocity. "The insight gathered from these activities is invaluable to creating content that

is actually going to resonate with someone."

https://www.marketingprofs.com/articles/2023/48620/content-marketing-mistakes

Mistake #3: Little Reusability or Distribution

Creating content with a one-and-done approach is another mistake that many content

marketers make. If you create only new content and forget about your old assets, you

are missing out on a big opportunity.

Content repurposing helps you do more with less. By converting your existing content

into diverse content formats, you can increase its shelf-life.

For example, you can compile your similar topic blog posts into an e-book, turn

podcasts into blog posts, create video content from written content, and convert case

studies into articles or infographics.

You also need to diversify your distribution. A typical content marketing funnel focuses

mostly on generating leads and works this way:

1. You publish content on the website.

2. To attract website visits, you promote the content link on various

platforms.

3. Clicking on the link takes audiences to your webpage.

However, the problem is that people hardly click on the links you share. They don't like

leaving their current content ecosystem to go elsewhere for a single piece of content

you shared.

So, you need to play by their rules and tailor your content according to the platform they

are on. Instead of sharing blog post links, repurpose them into Twitter threads with key

takeaways, or turn that blog post into a video and share it on Instagram for higher

engagement.

https://www.marketingprofs.com/articles/2023/48620/content-marketing-mistakes

Mistake #4: Poor SEO Strategy

If you focus too much on keyword optimization in your content without accounting for

search intent, you are actually hurting your SEO results.

Let's understand this idea with an example. Say you create a blog post titled "Benefits

of e-commerce website development" and optimize it for a high-volume keyword such

as "e-commerce website development" to rank on SERPs.

In this case, your content is informational while your keyword is transactional. So, even

if you do manage to rank for it, you won't get the right kind of traffic because someone

searching for "e-commerce website development" is likely looking to invest in a service,

whereas your content is telling them its benefits.

In the age of semantic search, context is the key to your SEO strategy. Therefore,

instead of embarking on keyword research to create SEO-friendly content, think first of

your ideal customers. Zero in on the problem they are trying to solve with their search

that uses a specific keyword. Then create comprehensive content around that intent for

better chances of ranking in the search engine's context-focused results.

"With search getting smarter, your content's No. 1 priority is to be contextually relevant

to the end-users," says Alok Ramsisaria, CEO of Grazitti Interactive. "The content must

empathize with the audiences in every way possible, to gain trust and brand authority

that'll help rank high on SERPs and build long-term relationships as well."

https://www.marketingprofs.com/articles/2023/48620/content-marketing-mistakes

Mistake #5: Not Enough Performance Tracking

Content marketing is all about persuading your audience to take the action you want

them to take. However, without looking at the data, there's no way of knowing what's

working and what's not.

To determine the success of your content marketing, you need to track the right metrics

that align with your content goals.

Here are some common metrics you should track for each stage of the content

marketing funnel:

o Graph or picture will be shown here.

Review your content marketing performance regularly, and on the basis of what you

find...

 Double-down on the type of content that's performing better than expected

 Cut down the type of content that isn't working to focus on other initiatives!

From time to time, also analyze your competitors' content and the latest market trends

to update your content strategy and keep things interesting.

https://www.marketingprofs.com/articles/2023/48620/content-marketing-mistakes

6. More Resources on Content Marketing Mistakes

 Additional information related to my topic if there is still a remaining

time.

Three Reasons Most Content Marketing Fails, and What to Do About Them

https://neilpatel.com/blog/4-content-marketing-mistakes-avoid-instead/

https://www.youtube.com/watch?v=8UZPdBCVCcI

III. Conclusion

1. Overall summary of my topic

o Videos will be play here.

https://www.youtube.com/watch?v=WQmvJVKOWXM

2. Ending with impact

  I will be showing a graph or picture personally created by myself

that will inspire the audience in regards to the imparted knowledge

I’ve shared.

 Wisdom quotation either from anonymous or known person.

IV. References

Saini, S. (2013). https://www.marketingprofs.com/articles/2023/48620/content-

marketing-mistakes

Patel, N. https://neilpatel.com/blog/4-content-marketing-mistakes-avoid-instead/

Ahern, P. https://inter-growth.co/content-marketing/mistakes/

Garcia, A. (2019). https://www.socialmediatoday.com/news/6-content-marketing-

mistakes-youre-still-making-and-how-to-avoid-them/563047/

Mccoy, J. (2019). https://contentmarketinginstitute.com/articles/content-marketer-

common-mistakes/

http://www.diva-portal.org/smash/get/diva2:1112893/FULLTEXT01.pdf

https://www.brighttalk.com/webcast/1166/568415?utm_source=brighttalk-

portal&utm_medium=web&utm_campaign=topic&utm_content=on-demand

https://www.youtube.com/watch?v=182r-OSpdDI

https://www.youtube.com/watch?v=3gPy0gl8kAo

Top 10 Content Marketing Strategy Mistakes, and How to Correct Them (Part 1 of 3)
These Mistakes Can Make Your Content Marketing an Epic Failure (but You Can Avoid

Them)