10 Biggest Content Writing Mistakes Marketing Agencies Make
Many businesses have recognized the benefits of creating a content marketing strategy, but it can be time-consuming and stressful to manage your own team of writers. That’s why content marketing agencies have become so popular over the last several years.
Marketing agencies can be incredibly helpful for businesses looking to extend their reach and prove their industry authority. But not all content is created equally, and sometimes, even the biggest-name agencies can get it wrong. Here are 10 top content writing mistakes to avoid when you’re at the keyboard.
Not Having Your Own Content Writing Strategy
Yes, content agencies are expected to make customized content writing strategies for their clients. But too many agencies forget to create their own strategy. If an agency can’t demonstrate firsthand that it has the expertise and knowledge to pull off a stellar content strategy, clients won’t believe that the agency can do it for them, either.
Before gaining too many clients, it’s important for marketing agencies to outline a comprehensive and consistent content writing strategy of their own. Making a content calendar and scheduling blogs in advance can save lots of time when it comes to actually posting content.
Leaving Content Writing for the End
Many content agencies save the actual content writing portion for the last portion of their strategy because they believe that writing will be the easiest part. However, this often isn’t the case. Content writing can take much longer than you may think, which is why it’s important to prioritize and not wait until the last minute.
Starting the writing process far in advance of a piece’s publication date will provide ample time to outline, draft, write, and revise. That way, teams won’t feel rushed and will end up with a piece of content that truly serves and resonates with the target audience.
Writing Overly Promotional Content
Audiences are smart. They realize when they’re being oversold, and for many, this tactic is an immediate turn-off. Overly promotional content doesn’t connect with readers, largely because this content is about the business, not about the customer. Customers want to know what’s in it for them. If your content is too promotional, you can’t properly demonstrate the value of your products or services.
Instead of focusing on specific products and services in every post, integrate promotional content with educational and informative pieces. Writing about customers’ pain points, relevant industry news, and listicles can help break up the types of content you’re posting and build trust with readers.
Catering to Everyone
No business has a target audience of “everyone,” so a business’s content shouldn’t be targeted at everyone, either. Narrowing down the target audience will actually give your content a better chance of being effective. When you know exactly whom you’re targeting, you can tailor your content to their unique needs and pain points.
Additionally, tailoring content makes your entire marketing strategy more efficient. Instead of casting a net into an endless sea of web users, you’ll be able to cast your line toward fish who may actually bite. Customers appreciate customized content, and businesses appreciate spending less time and effort on marketing.
Not Accounting for the Buyer’s Journey
Not every buyer is at the same stage. Some buyers are simply researching their problems, others are looking for solutions, and some are already ready to make a purchase. Every customer has a unique journey, and content should meet them where they are.
During the awareness stage, users are learning more about their problem and are likely looking for informational content, not promotional pieces. They may not have even heard of your brand before, so it doesn’t make sense to pitch the business immediately. By considering the stage of the buyer and creating content for each one, you’ll provide useful content to every potential customer.
Image Source: HubSpot
Thinking You Can Get Away with Generic Content
In any industry, there are going to be some evergreen topics that nearly all competitors have covered. Don’t be mistaken: that content is still worth writing. However, make sure you’re providing a unique perspective and value to the reader. If your content is too generic, why shouldn’t audiences head elsewhere to find the same information?
In addition to covering common evergreen topics, be sure to come up with other creative topics that your competition hasn’t discussed. Further, consider taking more generic topics and expanding on them in unique ways, particularly with long-form content like eBooks or white papers.
Not Having a Consistent and Original Voice
Part of building trust with an audience is being consistent. Consistency goes beyond just posting on a regular schedule, though. You should also maintain an original voice and tone throughout all content. Not only will your brand voice set you apart from others in the industry, but it will also give your audience an idea of what to expect.
For instance, if you’re trying to be authoritative in one post and comedic in the next, audiences won’t get a good sense of the brand’s overall style. It’s hard to build genuine connections with potential buyers when they’re always getting something different, which is why this point is one of the most important content writing mistakes to avoid.
Getting Too Many Ideas from Other Agencies or Platforms
There’s nothing wrong with getting inspiration from other agencies. But there is an issue when all of your content comes from ideas that others have done before. If you have to rely on other agencies for content ideas, then your own pieces won’t stand out and will get lost in the noise of the internet.
Instead, find engaging and thought-provoking posts to serve as a “jumping off” point for your own brainstorming process. Just always remember to give credit where it’s due if you discuss an idea that was first presented elsewhere.
Not Hiring Help When You Need It
Creating content isn’t always easy, and it can certainly be time-consuming. Thankfully, you don’t have to do it alone. Even if you have a team of writers, you might need outside help for editing or posting. Instead of trying to do it all yourself, enlist some help when necessary.
Hiring help could mean purchasing automation software that can post your articles for you, or it might mean bringing in more people to satisfy your content needs. Either way, the investment is sure to be worth the return you get from consistently valuable content.
Hiring Someone Without Knowing Their Background
With that being said, it’s not smart to hire just anyone. Finding people who are experienced in your given field is key to content success. Without professionals, you might find yourself making even more content writing mistakes than you realized.
Before working with a new writer, get samples and learn more about their previous experience. If your team is already familiar with the industry you’re working in, they’ll spend less time researching, come off as more authoritative in copy, and produce higher-quality pieces overall.
Avoid These Content Writing Mistakes with WriterArmy
Content writing isn’t easy, and it’s not for everyone. That’s why agencies like WriterArmy exist. WriterArmy is an award-winning content creation and content marketing agency that works with clients worldwide to create custom strategies for maximum engagement and conversion. Learn how we can help you by contacting us today!