Content marketing is often something that is talked about within an organization – as something that you know you need to do but can’t seem to get around to. It keeps falling farther and farther behind on your to-do list. Here are the most common mistakes companies make with their content marketing program:

They don’t consider the time it takes to write content

The ideas are great but putting pen to paper takes a lot more time than people realize. Additionally, time should be allotted for the research and the editing. Content marketers also optimize content for SEO by incorporating proper meta titles and meta descriptions, along with great links.

They start with high frequency and then lose steam

Content marketing takes time to develop results. Think of it like a diet – you eat healthy for one week, or maybe a month, and then go back to your old ways. Content marketing is that same way… unless you make a business change and truly adopt a practice of writing and promoting content on a regular basis – you won’t be able to make progress.

The content isn’t focusing on a particular persona or Voice Profile

Content is most effective when it speaks to the reader. By understanding everything about the reader and narrowing in on what their pain points are – you can create content that adds value to the reader. People want to read articles that are helpful.

Start with benchmarks to create reasonable goals

Look at your google analytics to see what your current bounce rate is, pages viewed, and time spent on site. Use these metrics to create realistic goals to achieve once incorporating your content marketing program. Pages indexed will be hugely valuable as well.

Michael Marchese is the founder and CEO of Tempesta Media. He is responsible for corporate strategy, executive team leadership and overall business operations across all the company’s segments.

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