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A great content marketing strategy is important to ensure your business stands out from the competition. If you're finding your strategy isn't working so great, and you're not getting the result you want, you might want to check out the common mistakes we'll list below:
It lacks a clear goal
Before you actually start writing out content and planning images and video, you should know what the actual goal of the web page is going to be. If you don't know what the goal is precisely, the page will fail to attract and convert website visitors.
You've written plenty of engaging content, and you wait for the traffic to come through...only to find it doesn't. What's gone wrong?
Well, to ensure you show up under the correct search terms, you need to make sure you include relevant keywords for search engine optimisation which you can check out.
We don't mean cramming your webpage with every keyword you can think of, just a few to ensure that Google is cataloging the page under a few strategic words.
Too much quantity, not enough quality
Are you pumping out many blogs with a huge word count but not getting satisfactory results for your efforts? You might have too much quantity in your content but not enough quality.
Readers only come to your website to get some valuable insights, tips, or information, and no one wants to read through paragraph after paragraph of text with little to none of the good stuff within.
Try to rework your articles to be more succinct and provide valuable and engaging content sooner than later.
Lastly, be prepared to change the article or content as time goes on, keep the content fresh and relevant.
Overlooking to include a call to action
So you have just the right amount of content, it's engaging enough, has just a sprinkle of select keywords, but customers aren't buying. What's gone wrong? No call to action.
A call to action is a prompt to the website visitor to take action. The most common type of call to action is typically a button that says something like book now, buy now, sign up, some kind of direct non-ambiguous instruction asking them to do what you want them to do.
Other call to actions might be to check out another web page, sign up to a newsletter, call your business directly, you get the idea. Always make sure you include a call to action at the top and at the bottom of the page at minimum.
You're in it for the long haul
A common mistake businesses tend to make is make changes to their website to try attract and convert more business. Only to give it just a week, see no results, and then change it again, hoping the new changes will take hold instead.
It's not uncommon for changes to take time to take hold, and you'll need to monitor your website analytics and traffic over a sustained period of time to get a bigger picture of how it's working.
Then and only then will you know if what you're doing is working or not. The other thing to be mindful of is that content marketing is only one component of your total marketing efforts, so it's also important to be realistic about the results you're hoping to achieve.