Content marketing – what not to do

Content marketing – what not to do

The biggest mistake in content marketing is to not learn from those mistakes. Everyone makes mistakes, and some of them sort of sneak up on you. And then there are the most common mistakes, that almost everyone makes. Here’s how to avoid them.

What to look for and avoid

Here’s the thing about content marketing – you can’t ever rest on your laurels. There’s no big secret to success – your content needs to be fresh and dynamic, or your audience simply gets bored and doesn’t return. So that’s a major – making sure your content doesn’t get stale.

You should also be on the lookout for:

  • Inconsistency – Joe Pulizzi of the Content Marketing Institute once said: “Content marketing doesn’t fail because of content quality. The main reason is that it’s inconsistent, or it stops.” What Joe’s saying is that giving up is not an option. If you’re just sporadically adding new content or being completely lethargic about it, you’re not going to see any benefits.
  • No outlets for feedback – what you don’t want is for your content to wind up in a dead end. The mistake here is in thinking that your content will instantly engage loyal customers; well, that’s unlikely if there’s no way for them to give you feedback. Comments areas, CTAs, social media responses – these are all great ways to engage your customers and keep them coming back.
  • Content isn’t being marketed – so the idea here is to leverage your social media platforms against your website. Social media shouldn’t be used to advertise – it’s there to drive traffic to your website so that customers get a good look at your content and hence, your offering.
  • Quantity but no quality – it’s really important with content marketing that you focus on both quantity AND quality. You need to keep your content fresh and updated, but it’s vital that the content itself is useful, informative and engaging. Quality content builds trust and drives thought leadership.

It’s also important that you get to grips with Search Engine Optimisation (SEO) so that Google looks favourably upon your content. Google’s own quality guidelines explain how to make sure your website ranks highly with them, and their advice is well worth taking on board.

Above all, keep thinking outside the box. There are no hard and fast rules with content marketing, but the content that sees the most success is that which is always innovative and always thinking of new ways to engage customers.

Here at TSBC, we’re the content marketing experts, with a whole range of solutions including a complete Small Business Resource Centre. Contact us to find out how we can help you.


Glen Senior
Glen Senior

CEO Glen Senior has been helping small businesses start and grow since 1989. Along the way, he has published 6 books on small business development and business planning, created training courses, built e-learning platforms, and developed Microsoft USA’s Small Business Plus program which was delivered into 9 countries.Since 2005 Glen has focused on the banking sector and has built up an extensive knowledge of how banks can engage with the small business segment. He has presented at a number of small business banking conferences and is sought out as an opinion leader in this space.