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Mike Lieberman, CEO and Chief Revenue ScientistThu, Dec 14, 2017 5 min read

7 Content Strategy Mistakes You Can’t Afford to Make

{}Content marketing is easily one of the most effective marketing strategies in this digital era. All it takes is a dozen blog posts each month, flawless search engine optimization, and easy-to-follow, user-focused content. It sounds easy, doesn’t it? If only that were true…

Content marketing, while effective, can be extremely difficult to perfect. There are a number of common mistakes marketers make.

Here are seven common content strategy mistakes your business can’t afford to be making.

1. You Don’t Know Your Target Audience

Before you can begin creating content that’s worthwhile, you need to know your target audience. Otherwise, you run the risk of creating content that’s too general, overly vague, and doesn’t solve a legitimate problem.

Research your target audience. Who are your buyers? What do they want? What problems are they facing? Without understanding your target audience, you won’t be able to produce content that’s answering their questions and focusing on their needs.  

2. Your Content Isn’t Very Good

So, you’ve heard about content marketing and want to give it a try—that’s great. But if you don’t have the time, the knowledge, or the resources, the content you create probably isn’t very good.

Churning out content as fast as possible is one of the biggest mistakes you could make for your business. If your copy is riddled with typos, has no clear structure, and doesn’t answer a question or solve a problem, the reader is going to be left frustrated and confused. Even worse, readers won’t return to your page again and they won’t subscribe to your emailing list. Take the time to create content that’s worthwhile; otherwise, your audience won’t be impressed.

3. You’re Not Solving a Problem

If you read your content and there isn’t a clear problem, explanation, and solution, you’ve got a big problem. People have come to your page looking for a solution to a problem. If you don’t provide them with anything meaningful, they’ll have no reason to stay and no reason to trust your brand.

Determine which questions, concerns, or problems your content can address and solve them for your audience. They’ll appreciate your expertise and you’ll become their go-to expert next time they need another problem solved.

4. You’re Selling

If you’re selling before you’re educating, you’re doing content marketing wrong. Content that’s focused on the sale won’t be helpful to the reader and won’t position you as the expert. In fact, it will push the reader away.

Focus on teaching, sharing information, and starting a discussion. If you have a call to action, try to make it interactive and interesting, so you can convert readers without pushing for the sale too hard.

5. You’re Trying to Go Viral

Your number-one goal with content marketing shouldn’t be going viral. Instead, you should have a number of smaller goals you’d like to accomplish, along with one overarching goal, such as gaining 50 new email subscribers or increasing sales by six percent that month.

Very few people go viral on purpose, and your readers can almost always tell when that’s your end goal.

6. You’re Not Using SEO

Proper search engine optimization (SEO) is what brings people to your content. If you fail to put the effort into SEO, there’s a chance no one will find your page in the first place. Gain an understanding of how keywords work and how you can optimize your pages. Otherwise, there’s a chance you’ll invest a lot of time into content that no one will read.

7. You’re Not Consistent  

Do your best to be consistent with your content. Send emails, post blogs, and share to social media on a regular, consistent basis. If you’re all over the map with your posting schedule, people will get confused or annoyed—and they’ll unsubscribe.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.