15 Common Content Marketing Mistakes + How to Avoid Them

Common content marketing mistakes include poor SEO strategy, unclear goals, overlooking audience research, and creating content for search engines instead of people. Learn how to steer clear of missteps and create high-impact content from the content marketing pros at HawkSEM.

Here are 15 common content marketing mistakes to avoid:

1. Neglecting audience research
2. Overlooking SEO best practices
3. Targeting the wrong keywords
4. Prioritizing search engines over people
5. Overlooking data to inform your strategy
6. Focusing on quantity over quality
7. Serving complex topics as-is
8. Not establishing thought leadership
9. Ignoring content creation trends
10. Forgetting to promote your content
11. Not implementing a content calendar
12. Not repurposing content
13. Never revisiting old content
14. Creating content without goals or oversight
15. Never outsourcing your content marketing strategy

Bonus:

• How to avoid content marketing mistakes: a checklist

Ready to get serious about your brand’s content? Wise choice.

Forbes reports that 90% of marketers form their marketing strategies around content. But thrown together content lacking strategy or data could lead to risky content marketing mistakes that drain resources and dilute your results.

We sought the expertise of Caroline Cox, senior content marketing manager at HawkSEM, to spotlight common content blunders and show you how to dodge them like a pro.

15 common content marketing mistakes to avoid:

Let’s start with mistake #1: overlooking your target audience.

1. Neglecting audience research

The first step of content creation is audience research, a vital task that many brands rush through or avoid entirely.

If you don’t know your audience’s demographics, interests, and pain points, there’s a good chance your content won’t resonate and visitors will bounce. In fact, one study found that 79% of winning marketers cite in-depth audience knowledge as their most critical factor.

How to avoid:

Develop ideal client personas (ICPs), also called ideal customer profiles. These help you learn more about your audience’s values, attitudes, and lifestyles.

They also allow you to determine your audience’s typical responsibilities, goals, and pain points so you can tailor your content accordingly. As a result, you can fine-tune the language and tone that vibes best with your readers.

Ready to craft your ICPs? Here’s how to start:

• Analyze existing customers’ purchase history
• Study website visitors with data from Google Analytics
• Gather more intel through surveys and polls
• Monitor comments and activity on your social media page and competitors’ pages

2. Overlooking SEO best practices

You might be publishing content that hits all the right marks but without search engine optimization (SEO), your target audience could miss it. Strong SEO helps your content rank higher in organic search engine results whenever someone looks for a related keyword or phrase.

But Cox notes that SEO goes beyond the content your audience sees:

“It’s not just about the written words — well-rounded SEO includes content along with technical SEO (like proper site architecture and an organized blog) and off-site profiles as well,” she explains.

How to avoid:

To keep your content SEO-friendly, start with these best practices:

• Target relevant, high-intent keywords (more on keywords in a minute)
• Keep content informative and engaging
• Improve readability and formatting with headings, bullets, and relevant visuals
• Craft compelling title tags and meta descriptions
• Include descriptive alt tags for images
• Optimize for both desktop and mobile devices
• Enhance page speed for better user experience (UX)
• Leverage internal and external links
• Keep content fresh and up-to-date
• Hire an SEO agency to manage everything for you

Cox emphasizes that there are no real shortcuts to proper SEO:

“Companies can address these issues by taking the time to create a strategic plan for their multi-prong SEO approach, with on-page, off-page, and technical SEO tactics,” she says. “If they don’t know where to start, we can help.”

3. Targeting the wrong keywords

Keyword research involves identifying words and phrases your target market types into search engines to find your offerings. This lets you create content that’s more likely to engage and convert them from browsers to buyers.

If you skip comprehensive keyword research, you could create online content that doesn’t match searchers’ intent.

How to avoid:

To sidestep keyword targeting missteps and truly connect with your audience:

• Invest in keyword research tools like Google Keyword Planner, Ahrefs, or SEMrush to gather data on search volume, competition, and relevance.
• Don’t rely solely on high-volume keywords. They might bring in traffic, but not necessarily conversion-ready traffic.
• Use long-tail keywords that are more niche, but have higher conversion rates because they target more specific queries.
• Peep your competitors’ strategy to study what keywords they target and how they rank to identify gaps.

4. Prioritizing search engines over people

Successful content marketing satisfies search engines, but your target audience should be your top priority. An SEO overdose with crammed keywords and irrelevant links could hurt your rankings and your audience’s UX.

We get it — rankings are competitive and you might feel pressure for fast results. But Google rewards genuinely helpful content anyway. Meaning? When you write for your audience, desirable rankings will follow.

How to avoid:

Focus on crafting content that captivates, provides value, and genuinely resonates with readers. Cox recommends finding a balance between audience resonance and brand identity:

“You have to keep your customers top of mind and publish content that speaks to them in a way that resonates while being true to your brand voice,” emphasizes Cox.

To strike balance in your content:

• Address your target audience’s search intent above all
• Make your content informative, well-written, and helpful
• Incorporate keywords naturally within your writing
• Use storytelling and conversational tones to keep content engaging
• Monitor performance through website data and customer feedback

Speaking of data, you definitely don’t want to…

5. Overlooking data to inform your strategy

The right data offers valuable insights into what your potential customers want and how they interact with your content.

Disregard that data, and your content marketing efforts could fall flat in more ways than one via missed opportunities, low engagement, fewer conversions; even your rankings can take a hit.

How to avoid:

Data helps optimize your efforts by letting you pinpoint what drives conversions and enhances overall ROI, all while aligning with your audience’s needs and business goals.

So, how do you reinforce your content with a little data optimization?

• Set up reliable tools and processes to gather data like Google Analytics, social media insights, or customer feedback.
• Define key metrics like organic traffic, conversion rates, impressions, email open rates, etc.
• Regularly review your metrics to analyze data and inform future content
• Integrate data into planning to observe which topics, formats, and distribution channels resonate with your audience.
• Test and optimize your content to see what your audience likes best and use your findings to optimize future content.
• Leverage predictive analytics like our proprietary marketing platform, ConversionIQ, to predict trends and consumer behaviors.

6. Focusing on quantity over quality

It’s tempting to publish tons of content as quickly as possible in hopes of more traffic. But rushed content often lacks depth and accuracy, fails to engage readers, or misses SEO opportunities.

The same can be said for relying heavily on AI to spearhead content efforts. While AI can certainly help with ideation and efficiency, offloading your entire strategy and content creation to it can result in thin content that doesn’t add anything new or valuable to the conversation.

In other words, even a stacked online content library isn’t enough if it’s short on substance.

How to avoid:

Create high-quality content that is:

• Carefully researched
• Thoughtfully written
• Strategically optimized
• Educates your audience
• Solves a problem
• Forms a human connection with readers

When your content is thorough, accurate, easy to read, and truly informative, you can rest assured that it’s worth standing behind.

Let’s look at an example:

Say a solar power company churns out a ton of short, poorly-researched blog posts weekly, such as “Quick Tips for Saving Energy” or “Why You Should Consider Solar Panels.” While it’s more content, these articles are hurried, offering generic advice readers can find on other websites.

The result? Lower rankings, high bounce rates, and zilch for brand authority.

Contrast that with a competitor that publishes a detailed, well-researched article titled “The Future of Renewable Energy” with expert interviews, up-to-date stats, visuals, and a comprehensive analysis of upcoming industry trends.

This article ranks high on search engines, attracts waves of organic traffic, and establishes this company as a thought leader in the energy sector.

7. Serving complex topics as-is

Even the most helpful content can intimidate and repel readers if it’s inaccessible, layered with jargon, or tackles confusing topics.

For example, consider an article on how to audit Google Ads. It’s easy to use marketing phrases like “Quality Score,” “Return on Ad Spend,” or “Cost-Per-Click” without further context. While these terms are important, they could alienate audiences if you don’t tie in relatable examples that make the concepts easier to understand and apply.

How to avoid:

Make compelling content that your audience will understand with these tips:

• Simplify complex jargon to make it more accessible to readers who may not be experts.
• Incorporate examples and storytelling that speak to common scenarios or emotions your target audience could relate to.
• Shift to a friendlier, more conversational tone instead of formal language.
• Use visuals, charts, and infographics to help break down data or complex information.
• Include actionable, step-by-step tips that readers can apply right away.
• Add personal anecdotes and insights to personalize your content.

8. Not establishing thought leadership

Thought leadership content offers profound insights, forward-thinking ideas, and expert opinions that spark industry conversations and trends. This type of content attracts higher-quality leads, impresses your audience, and builds trust with other industry leaders.

The latter leads to more cited and shared content, which paves the way for wider reach, better rankings, and more backlink opportunities — all vital for online marketing success.

How to avoid:

To achieve thought leader status, you need to publish unique, insightful, authoritative information infused with:

• Deep industry knowledge
• Original research and data
• Compelling, high-quality copywriting
• Original quotes from subject matter experts
• Thoughtful analysis and viable solutions
• Educational resources (guides, whitepapers, webinars, etc.)
• Feedback and adaptation based on your audience’s needs

9. Ignoring content creation trends

Content creation trends can impact your channels, formats, topics, and even word choice. Ignore them, and you could miss out on emerging interests, technologies, or shifts in consumer behavior.

But like we said earlier, not every trend will make sense for every business. Make sure you only adopt trends that align with your audience’s interests and your brand identity.

For instance, if Red Bull, known for its adrenaline-fueled marketing and extreme sports image, suddenly promoted relaxation and mindfulness just because it’s trending, that wouldn’t really fit, would it? The same principle applies to your content.

How to avoid:

Keep up with relevant content trends with these tips:

• Subscribe to industry blogs, newsletters, and podcasts to stay in the loop.
• Attend industry conferences and webinars to learn about new trends and hear directly from thought leaders.
• Monitor which types of content perform best and look for patterns that might align with current trends.
• Use social media polls, surveys, and direct feedback to understand what your customer base is interested in or excited about.
• Test new formats or ideas to see how readers respond before committing to a trend.
• Partner with influencers who align with your brand to tap into new trends and audiences.
• Monitor what trends your competitors adopt and how audiences respond.

10. Forgetting to promote your content

Why invest all that effort in producing great content if no one sees it? That’s the risk you run when you don’t promote your work.

Hitting publish isn’t enough when over 7.5 million blog posts are published daily. This makes it far too easy for even the most amazing pieces of content to fade into digital obscurity without promotion.

How to avoid:

Promote your content on other marketing channels. Depending on the kind of content you’re promoting, you can get the word out in a variety of paid and organic ways that include:

• Social media sharing
• Email newsletters
• Guest blogs
• Online forums and discussion groups
• Social media ads
• Google Ads
• Influencer partnerships
• Content syndication
• Sponsored posts

11. Not implementing a content calendar

Content calendars help you manage timelines, guide production, and coordinate campaigns effectively. Without a calendar, your content strategy might lack focus and direction.

Just picture it: After a few months of posting, you look back and see disjointed, randomly published posts that aren’t as cohesive or helpful as they could be.

How to avoid:

Create a detailed content calendar before your content goes live and be sure to address these factors:

• How often will you post new content
• Your brand voice and tone
• Who will be in charge of content creation, edits, and publication
• What topics you plan to cover
• Who the target audience is
• Which keywords to include
• The goal of each piece of content (more on this later)
• How you’ll promote the content on social media platforms
• Who’s responsible for backlink outreach
• Deadlines for auditing and refreshing old content

12. Not repurposing content

Repurposed content breathes new life into existing content by turning it into new formats.

This isn’t to be confused with duplicate content, which is a black-hat SEO technique with search engine penalties, even if unintentional.

Repurposing doubles down on your efforts, allowing you to turn one article into several bite-sized pieces of content like an infographic, podcast script, or newsletter.

Why start from scratch when you can make your existing content work harder?

How to avoid:

Experiment with different ways to repurpose content, like:

• Turn blog articles (like this one) into videos (like this one)
• Convert data-heavy content or guides into shareable infographics
• Discuss written content in podcast episodes
• Host webinars based on your research and blog articles
• Merge a series of blog posts into an ebook
• Create an email series about certain blog topics
• Extract key points, quotes, or stats to create social media posts

13. Never revisiting old content

Letting your content go stale is another common content marketing mistake. Trends shift, statistics update, and new technologies emerge. Your content’s relevance is always changing.

Missing out on the opportunity to audit and refresh older pieces opens the door to:

• Outdated information, which can diminish credibility and trust
• Poor SEO performance, as search engines favor fresh, updated content
• Poor UX for readers, as they encounter inaccurate or irrelevant information

How to avoid:

According to Cox, the longer you leave content untouched, the more likely it is to become outdated. So, how often should you revisit old content?

“It depends on your industry, the timeliness of your content, and your team’s bandwidth, among other factors,” says Cox. “However, it’s a good idea, if you can, to revisit content every 6 to 18 months to ensure it’s still relevant and accurate.”

Remember that content calendar we discussed earlier? Schedule regular content audits to identify what needs updates, modifications, or consolidation quickly. This is an ideal way to ensure your content library is always current.

As for what to check for when you revisit existing content:

• Relevance
• Accuracy
• SEO performance
• Engagement
• Visuals
• Links
• Calls to action (CTAs)

14. Creating content without goals or oversight

Without tying your content to specific business goals, how will you know whether your content marketing efforts are actually effective? Clear goals help guide the way toward higher-quality content, customer loyalty, and more conversions because they give you a destination to strive toward.

How to avoid:

Define key performance indicators (KPIs) to track the success of your content. These metrics empower you to make informed decisions, continuously optimize your strategy, and ensure a desired outcome shapes every single play.

Some KPIs to monitor content performance are:

• Traffic: the number of visitors your content receives
• Engagement: average time on page, pages per session, and bounce rate
• Interactions and shares: how often audiences share or interact with your content
• Conversion rate: the percentage of visitors who complete a desired action
• SEO performance: keyword rankings and organic traffic volume
• Lead generation: the number of new leads generated from content initiatives
• Click-through rate (CTR): the number of people who click on a specific link vs. how many view a page, email, or ad
• Return on investment (ROI): the revenue your content generates vs. how much it costs to produce

Once you’ve lasered in on your KPIs, you can set precise goals. For example, if your KPI is 50% more traffic, your goal might be “achieve a 50% increase in traffic within six months.”

But these goals may fall short if you don’t monitor them closely. Add regular performance reviews to your content calendar to continually refine your game plan and see stronger ROI from your marketing campaigns.

15. Never outsourcing your content marketing strategy

Don’t get us wrong; in-house marketing teams can deliver great results. However, they often lack the specific skills and bandwidth to produce a steady flow of high-quality content.

A solution? Outsource content creation to fill gaps, bring in fresh perspectives, and leverage specialized expertise that might be too costly to develop internally.

Take our client, California State University (CSUN), which was torn between building out its marketing team or investing in pro marketers to overhaul its strategy.

Spoiler alert: they called in the big guns (ahem, us) and saw a 50% lead increase, doubled efficiency, and cut acquisition costs by half.

How to avoid:

So, how do you decide whether to DIY your content or entrust your strategy to professionals? First, consider the following:

• Assess your current team’s expertise and skills
• Consider their workload and availability
• Compare the costs of building an in-house team vs. hiring an external agency.
• If your business experiences seasonal peaks or you want to scale quickly, it might be time to bring in the pros
• Assess the quality and consistency of your current content
• Analyze the results of your current content marketing efforts

As for who to hire, look for an agency with:

• A track record of successful results
• Proven experience in your niche
• A portfolio of positive testimonials and reviews
• A history of creative and innovative approaches
• Exclusive access to the latest tools and marketing tech
• Strategic insights that span SEO, analytics, and record-breaking ROI

Psst… we can point you in the right direction.

Why invest in content marketing?

According to HubSpot, 29% of companies use content marketing. It’s a powerful way for brands to distinguish themselves from the crowd and engage with their audience.

Here’s why content marketing is indispensable:

Builds brand awareness

When you consistently publish top-notch content, you ramp up your brand’s visibility and draw in fresh segments of potential customers with each new post.

Fosters audience engagement

Consistent, quality content reels customers in and makes them want to interact with your brand through blog comments, social shares, or dynamic videos.

Drives organic traffic

SEO-friendly content boosts your site’s visibility on search engines. More traffic translates to more leads and, ultimately, more sales.

Establishes authority

Your expert advice cements your brand as an industry authority. This credibility builds trust with your audience and shapes their buying decisions.

Bolsters other marketing tactics

Content marketing reinforces your other marketing strategies, including social media marketing, email marketing, and SEO, since you can repurpose content across different mediums.

Boosts customer retention/loyalty

Quality content keeps your audience hooked well beyond their first purchase. The more educational and entertaining your content, the stronger the connection. Hello, repeat business.

Generates leads

Content with compelling CTAs can turn readers into leads, prompting them to register for more info, subscribe to a newsletter, or contact your business.

Facilitates personal connections

Through storytelling and sharing personal insights, you can use your content to forge deeper connections with customers, fostering loyalty and a sense of community.

Gives you a competitive edge

Content marketing positions your brand as a leading authority and trusted source in your niche so you outshine competitors and capture even more market share.

How to avoid content marketing mistakes: a checklist

1. Research your audience

• To craft ICPs:
  • Analyze your customers’ purchase history
  • Study website visitors via Google Analytics
  • Gather intel through surveys and polls
  • Monitor comments and activity on social media and competitors’ pages

2. Incorporate best SEO practices

• Target relevant, high-intent keywords
• Keep content informative and engaging
• Improve readability with headings, bullets, and visuals
• Craft compelling title tags and meta descriptions
• Include descriptive alt tags for images
• Optimize for both desktop and mobile devices
• Enhance page speed for better UX
• Leverage internal and external links
• Keep content fresh and up-to-date
• Consider hiring an SEO agency to manage it for you

3. Target the right keywords

• Invest in keyword research tools for data on search volume, competition, and relevance
• Don’t rely solely on high-volume keywords
• Use long-tail keywords for more specific queries
• Review competitors’ strategy

4. Prioritize people over search engines

• Address your audience’s search intent
• Make sure your content is:
  • Informative
  • Well-written
  • Helpful
• Incorporate keywords naturally
• Use storytelling and conversational tones
• Monitor performance through data and feedback

5. Use data to shape your strategy

• Set up tools and processes to gather data
• Define key metrics
• Analyze data to inform future content
• Observe which topics, formats, and distribution channels resonate best
• Test and optimize content
• Leverage predictive analytics

6. Focus on quality over quantity

• Ensure your content is:
  • Carefully researched
  • Thoughtfully written
  • Strategically optimized
  • Educational
  • Solving audiences’ problem(s)
  • Rooted in human connection

7. Simplify complex topics

• Simplify complex jargon to make it more accessible
• Incorporate examples and storytelling
• Avoid too much formal language
• Use visuals, charts, and infographics
• Include actionable, step-by-step tips
• Add personal anecdotes and insights

8. Aim for thought leadership

• Publish unique, insightful, authoritative information infused with:
  • Deep industry knowledge
  • Original research and data
  • Compelling, high-quality copywriting
  • Original quotes from subject matter experts
  • Thoughtful analysis and viable solutions
  • Educational resources (guides, whitepapers, webinars, etc.)
  • Feedback and adaptation based on audiences’ needs

9. Adopt the right trends

• To keep up with relevant trends:
  • Subscribe to industry blogs, newsletters, and podcasts
  • Attend industry conferences and webinars
  • Monitor the performance of different content
  • Use social media polls, surveys, and direct feedback
  • Test new formats or ideas
  • Partner with influencers who align with your brand
  • Monitor competitors’ trends and audience response

10. Promote your content

• Promote content through:
  • Social media posts
  • Email newsletters
  • Guest blogs
  • Online forums and discussion groups
  • Social media ads
  • Google Ads
  • Influencer partnerships
  • Content syndication
  • Sponsored posts

11. Create a content calendar

• Create a content calendar that addresses:
  • How often to post new content
  • Brand voice and tone
  • Who’s in charge of content creation, edits, and publication
  • Topics you plan to cover
  • Target audience
  • Keywords to include
  • The goal of each piece
  • Promotion strategies
  • Backlink outreach
  • Deadlines

12. Repurpose content

• Repurpose content as follows:
  • Turn blog articles into videos
  • Convert data into infographics
  • Discuss written content in podcasts
  • Host webinars on research and articles
  • Merge blog posts into an ebook
  • Create an email series about blog topics
  • Extract key points, quotes, or stats for social media posts

13. Refresh old content

• Revisit existing content to verify:
  • Relevance
  • Accuracy
  • SEO
  • Engagement
  • Visuals
  • Links
  • CTAs

14. Define your goals

• Identify your KPIs
• Specify goals to guide content

15. Consider outsourcing

• It’s time to outsource if:
  • Your current team’s expertise and skills fall short
  • Your team’s workload and availability is stretched thin
  • The costs of an in-house team surpass hiring an external agency
  • You want to scale quickly
  • You want more quality and consistency in your content
  • Your current content marketing efforts aren’t hitting your targets
• Choose an agency with:
  • A track record of successful results
  • Proven experience in your niche
  • Positive testimonials and reviews
  • A history of creative and innovative approaches
  • Access to the latest tools and marketing tech

The takeaway

It’s tempting to try to game search engines or follow competitors’ moves, especially when you’re new to content creation. But just like building your business takes time and continuous effort, so does creating impactful, high-quality content.

Quick fixes and haphazard strategies can flag your content to Google’s algorithms and result in lower rankings. True success hinges on keeping your audience at the heart of your strategy, says Cox:

“What questions do they have, what keywords do they use, what info would be helpful, useful, and educational to them?” she asks. “This is the content that’ll set you up to stand the test of time and keep you competitive on the SERP.”

Ready to join forces with a team that sidesteps the most common content marketing mistakes and gives clients an average 4.5X ROI? We’re here to help.

This article has been updated and was originally published in August 2020.