Content is often described as everyone’s reigning king, so no one will blame it when things go south with any of its aspects. Instead, it is YOU who will get the blame if the content is uninformative, bland, SEO-unfriendly or simply not to everyone’s taste. As the eternally guilty party, your best course of action is, well, to avoid making mistakes altogether or at least too frequently. That is particularly important in case of easily corrected or frequent blunders that should not happen to a blogger of your stature. We are here to help you, so you better take five minutes to learn how to avoid the most common web content mistakes and take your approach to its creation and editing to a whole new level.
1) You Don’t Really Know Your Audience
So, you say you know your audience and you deliver content just for them? Well, whכat about the statistics which state that as much as 55% of people consider the content they consume as neither interesting nor relevant to them? It’s pretty alarming, isn’t it? All of this points to the need to try to learn as much about your audience as you possibly can. Yes, that means more than you think you know right now.
Try this: go to Facebook Ads Manager and use it to probe into your audience’s interests. The best way to do this is to check the “Audience Insights” tab which contains information about the content they find most interesting. If you are mainly interested in those who regularly interact with your Facebook page, navigate to “Everyone on Facebook” to determine who your audience actually is. You can easily identify their preferences can if you go to the “Interests” tab, followed by “Page Likes”. The next thing to do is to use your analytical mind and determine the patterns in your followers’ shared interest and pick your topics accordingly!
Image Credit: PxHere
2) You Don’t Have a Content Calendar
One of the more common mistakes when it comes to content is the absence of a reliable editorial or content calendar. Similarly, you may have a schedule and treat it like a token reminder, instead of like a key guiding document for your content strategy, as the experts do. In both of these cases, you could end up with creating content in short spasms of heightened activity (say, three posts per week) followed by prolonged periods of stagnation (a month or so).
The ultimate result of this approach is failing to achieve consistency in content generation, for which both your audience and search engines will penalize you. Yes, your site will have better SEO treatment if you regularly update it with content. Similarly, your audience prefers being able to rely on consistent rhythm in providing fresh content. The content calendar should, at the very least, provide you with topics you want to cover, as well as with planned dates of publication. Once you have it, try to stick to it in most cases. A pro tip: make sure you set realistic timelines for yourself, to avoid experiencing a burnout.
3) You Stick to a Single Content Format
You are probably familiar with this mistake, both as a reader and an author: “content” does not equal text-only blog posts all the time. You must have stumbled upon a post which reads like a newspaper of old, meaning that it consists of blocks of text, without images or videos. To add insult to injury, these textual monoliths it does not feature adequate formatting or breaks to make them into smaller, more palatable chunks. However, make no mistake: without these breaks, the only thing breaking here is the reader’s willingness to read them through, let alone share them.
Your readers are visual creatures, just like the rest of the human race. Treat them as such and do not think that adding a single image to a text-heavy post will make everything peachy for an indefinite time! Text and images may be the meat & potatoes of your web content, but nothing stops you from spicing things up from time to time.
Your readers surely love videos and you’ll do well to add them to your content calendar. The same goes for infographics. As much as 41.5% of marketers claim that infographics have the highest engagement rates among other formats. The reason for this is the fact that images are being processed by the brain at the speed of light, while your text-based content will lag behind it, no matter how awesome it is. Make sure you introduce variations in the content diet you feed your readers.
4) You Favor SEO at the Expense of Originality
Yes, SEO is good for the health of your blog, but is SEO the only thing that keeps your blog’s reach as broad as you want it to be? Back in the day, focusing solely on SEO could actually bring you the desired results, but the battlefield of today has significantly changed. There are simply too many sites that compete for the SEO champion title, making it easy to fall into the trap of neglecting content quality at the expense of the more technical aspects of SEO. At the same time, you must not ignore it entirely either. Google’s diligent bots still regularly crawl over your blog, and you surely want to make your webpage as appealing to them as possible.
In addition to exerting moderation with regard to dedication to SEO, what about trying to go one step further and give your blog that elusive X-factor? Instead of technicalities, you can focus on originality. Just look at what the crowd at CopyMonk did with their introduction of comic book style posts about copywriting. It oozed creativity and has helped them achieve better results than any SEO effort, despite the fact that they write about an “unoriginal” topic. Try to think outside the box and attempt to introduce some originality, even if it does not pay off in the end.
Authors who focus on creating and promoting content can become blind to some of the mistakes they make in the process. With all the work involved, it is quite easy to let these mistakes slip under the radar! However, the more important thing is to develop the ability to step away from the content and identify these mistakes quickly and objectively. This post can help serve you as a guide in this case, since you can use it as a checklist to detect any of the web content mistakes, such as the absence of a content calendar, lack of knowledge about your audience or favoring a single content format.