Content marketing is a powerful way to get your message out into the world. But, it can be challenging to know what to do and what not to do without the proper content marketing skills.

Here are 12 content marketing mistakes you should avoid.

1. Not Having a Strategy

There’s a great deal of work that goes into developing a content marketing strategy. You need to define your goals, understand your target audience, and identify the best ways to reach them.

Without a strategy, you’re essentially throwing content at a wall and hoping something sticks.

You need to have a clear plan in place to guide your content marketing efforts. Otherwise, you’ll be wasting time, money, and resources.

A good rule of thumb is to spend about as much time planning your content strategy as you do creating content.

2. Not Understanding Your Audience

If you don’t understand your audience, how can you create content that will resonate with them?

Before you start creating content, you need to take the time to get to know your audience. This means understanding who they are, what they like, what they don’t like, what challenges they face, and what their goals are.

The better you understand your audience, the more targeted and effective your content will be. If you don’t take the time to get to know your audience, you could end up creating content that misses the mark.

3. Not Having a Unique Voice

Your content should sound like you. It should sound like your brand. It should sound like your product or service. You want your content to sound like you, right?

Your brand voice is one of the most important aspects of your business. It’s how you communicate with your customers and how you present yourself to the world. Your brand voice should be unique to your business.

The problem is that many businesses don’t have a unique brand voice. They sound like everyone else. They use the same tired words and phrases that every other business in their industry uses.

To avoid this mistake, spend some time developing your brand voice. What are the key characteristics of your brand? What are the key values of your brand? How do you want your brand to be perceived? Answering these questions will help you develop a unique brand voice.

4. Not Having a Blog

Blogging is an essential part of any content marketing strategy. But, still, many businesses don’t have a blog. If you don’t have a blog, you’re missing out on one of the most effective ways to drive traffic to your website and generate leads.

Blogging helps to establish your business as an authority in your industry, and it gives you the opportunity to create content that your target audience is interested in. Plus, blogs are a great way to improve your website’s SEO. You can hire content writers to create high-quality content for your blogs.

5. Not Repurposing Content

Not every piece of content you create needs to be a brand new, unique idea. In fact, some of the best content marketing strategies involve repurposing.

That means taking a piece of content and turning it into something else. For example, if you have a blog post with a lot of data in it, you can take that data and turn it into an infographic.

Or, if you have a video that’s performing really well, you can take the audio from that video and turn it into a podcast episode.

Repurposing content is a great way to get more mileage out of the content you create and to reach new audiences.

6. Not Using Video

Video is one of the most popular types of content right now, and it’s not hard to see why. Video is a great way to engage your audience and give them an inside look at your business.

If you’re not using video in your content marketing strategy, you’re missing out on a huge opportunity to connect with your audience in a meaningful way.

Fortunately, it’s easier than ever to create high-quality videos, even on a budget. You can use your smartphone to shoot video, and there are plenty of free and low-cost tools available to help you edit and produce your videos.

Whether you’re creating a product demo, a how-to video or a behind-the-scenes look at your business, video should be a key part of your content marketing strategy.

7. Not Having a Content Calendar

Content marketing is a long-term strategy, but many businesses only think in the short term. They create content on an ad hoc basis, without a plan or a schedule.

This approach can lead to inconsistent output, which can be confusing for your audience. It can also lead to missed opportunities, as you may not be creating content at the right times or on the right topics.

One of the keys to success in content marketing is having a content calendar. This is a schedule of all the content you plan to create, and when you plan to publish it. It should include blog posts, social media updates, email newsletters, and any other types of content you create.

Having a content calendar can help you stay organized and on track. It can also help you plan ahead, so you’re not scrambling to create content at the last minute.

8. Not Having a Call to Action

If you’re creating content, you need to have a goal in mind for what you want the reader to do next. Then, you need to tell them what that is.

This is where a call to action (CTA) comes into play.

Your CTA can be as simple as telling your reader to leave a comment at the end of your blog post. Or, you can invite them to download a related content offer, sign up for your email list, or check out your product or service.

Without a CTA, your reader may not know what to do next. And, if they don’t take any further action, they won’t be able to move further down your funnel.

9. Not Having a Landing Page

If your content is a blog post, social media post, or email, where will you send people who are interested in what you have to say?

If you’re not sending people to a landing page, you’re missing out on a huge opportunity to convert leads into customers.

A landing page is a standalone web page that is designed to convert leads into customers. It typically has a single call-to-action and a form that visitors can fill out to get in touch with you.

Landing pages are a great way to capture leads and convert them into customers. If you’re not using landing pages in your content marketing, you’re missing out on a huge opportunity.

10. Not Measuring Results

It’s impossible to improve your content marketing strategy if you don’t know how well it’s working.

You need to measure the results of your content marketing campaigns and compare them to your goals and KPIs.

You can measure the results of your content marketing efforts in a variety of ways, including:

  • Website traffic
  • Engagement (likes, comments, shares, etc.)
  • Conversions
  • Sales

Use a combination of these and other metrics to get a clear picture of how well your content marketing strategy is working and what you can do to improve it.

11. Not Using Social Media to Promote Content

Social media is one of the best ways to get your content in front of your target audience. When you share your content on social media, you can reach people who are interested in your products and services and drive them to your website.

In addition to sharing your content on your own social media profiles, you can also use social media ads to reach new people. Social media ads allow you to target people based on their interests, demographics, and more.

If you’re not using social media to promote your content, you’re missing out on a huge opportunity to reach new potential customers.

12. Not Engaging With Your Audience

Finally, one of the biggest mistakes you can make in content marketing is not engaging with your audience. Your audience is the most valuable asset your business has. If you’re not engaging with them, you’re missing out on a huge opportunity to build relationships and grow your business.

There are many ways to engage with your audience, from responding to comments on your blog to asking questions on social media. The key is to be genuine and authentic in your interactions. Don’t just respond for the sake of responding. Take the time to really listen to what your audience is saying and respond in a way that shows you care.


Content marketing can be a powerful tool for your business, but it’s important to do it right. Follow these tips to avoid common content marketing mistakes, and you’ll be on your way to creating content that your audience loves.