From forgetting to update your Facebook bio to retweeting your own tweets, there are a million “minor” mistakes marketers make every day. This is just the tip of the iceberg, though, considering there are far worse “thematic” mistakes that entry-level, undertrained, misled, and rushed content marketers tend to fall prey to.
Out of respect for our fellow marketers in the trenches and to forewarn a department head or business owner, here they are:
1. Assuming SEO is the Answer
Search engine optimization gave birth to modern marketing as we know it. It’s what websites used to get notice, what writers implemented to become authorities on the Web. Unfortunately for some, SEO for link-building and SERPing (showing up on search engine result pages) is an old monster.
From a creative perspective, SEO forced writers to mash content into a format. There’d be a phrase here, a reverse of it there, and a keyword spaced throughout — while this doesn’t sound so bad, poorly written content with intended SEO is outwardly awkward 90 percent of the time.
In addition, SEO is a modern marketer’s kryptonite and Google is Lex Luthor, though much more powerful. Search engine spiders hunt out SEO-heavy content, de-index it, and sites suffer the consequences.
SEO has its uses from a backend development standpoint, but the modern marketer should keep this in mind: When you SEO, you’re digging yourself a hole.
2. Pushing Every Platform to Full Steam Ahead
Why not use Twitter, Pinterest, Facebook, Google+, LinkedIn, Instagram, Vine, Tumblr, and a billion other social media platforms? The more exposure, the better. Right?
Wrong.
Marketers spread themselves thin when they have to juggle (fresh and unique) content and multiple accounts. In most cases, these content jockeys wind up forgetting about a particular platform and any users will notice. While this isn’t the end of the world, anyone looking up a company may stumble upon an inactive account and think, “Well…this company doesn’t seem to care.”
Like all things in life, moderation is key.
3. Believing Everything You Read
Content marketing is a peculiar industry because there is no single source of news or industry leader. Instead, it is built and reported on by hundreds of small agencies with their own opinions and research.
This can cause a flood of information that, while great for the marketer, can confuse. On top of this, the odds of you coming across an inaccurate article is incredibly high.
As an example, say a particular headline catches your attention. You read the piece and learn that “blog comments are out.” Blog comments — really? Okay! Let’s just turn off comments.
There are certainly situations where spammy comments can ruin a blog’s reputation, but that doesn’t mean turning off comments is the best move for you.
Long story short: Don’t act upon every piece of breaking news or industry research. Stick with what you know and what works.
4. Being Overbearing
In an attempt to connect with people and grow social media followers, you’ve likely been encouraged to retweet, respond, like, share, and comment on every little thing. This goes back to the second mistake but has more dire consequences: Being annoying.
There are hundreds of brands out there with thousands of followers (likely paid-for followers) who tweet every little thing and clog up your newsfeeds. While this certainly does increase visibility, content marketers need to draw a line somewhere.
You don’t want to be that business that Facebooks that you tweeted a Google+ post re-blogged on your website through LinkedIn, do you?
5. Expecting / Forcing Results
Modern marketers have a single goal: To grow visibility. Unfortunately, few newbies in the industry understand that achieving this goal takes months and months of hard work, awesome content, and a bit of luck.
Not seeing the results you want can lead to a sad marketer. A sad marketer is a bad marketer.
To fix a slowdown, a marketer may start looking into “guaranteed” techniques (see the above mistakes) to boost traffic and social followers. At the least, these desperate marketers start upping their ad spending budgets, paying for likes, cheating the system at every turn, and writing link-bait. These artificial growth methods are OK and expected to an extent, though forcing them is never a lasting solution.
Can you think of any more modern marketing mistakes? We can, and we’re willing to share them in future posts. Stay tuned.
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