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3 Content Development Mistakes that Even Marketing Experts Make
You couldn’t help but give yourself a mental high-five.
You spent days upon days burning the midnight candle just to finish the pillar post that you’ve been working on, and now, the only thing that’s left for you to do is to click the “Publish” button.
Friend, I’m happy for you. After all, these pillar posts aren’t that easy to produce. To create one, it takes careful planning, strategy, hard work, and a genuine desire to help you readers solve their problems.
Now that you’re done with your pillar post, however, I hope you didn’t make some of the most damaging content development mistakes that even seasoned marketers are making. Because if you did, you’d most likely be disappointed with the results you’ll get out of the content you produced.
To help you avoid these content development mistakes, allow me to share with you three of them.
Let’s hop right in.
Would you buy a house without making sure that its location is flood-free?
You’d answer with a resounding “No,” wouldn’t you?
Here’s another question: Would you write an article and publish it if you knew that your site’s load speed is disturbingly slow?
I’m guessing that you answered the same way you did the first question.
Here’s the thing. Just because you’re a content developer, doesn’t mean that you should ignore aspects about a site that often delves within the area of web development.
If you are truly serious about growing your site (or your client’s site), then you need to make sure that your content is published with the right conditions.
A page that loads fast, is, of course, one of the conditions that ought to be met. Afterall, no matter how epic your content is, your audience will still click away within seconds if your webpage doesn’t load fast enough.
There are a couple of strategies that you can put in place to improve your site’s loading speed — one of which is to use a Content Delivery Network (CDN).
You can also get rid of unnecessary plugins, optimize your image/graphic-based content, and minimize your HTTP requests.
To analyze your page speed’s performance, you can use free tools like GTmetrix.
Just enter the URL of the page that you want to analyze so you can view GTmetrix’s report about its page speed’s performance.
If you scroll down a bit more, you’ll see their recommendations to improve your page’s load speed.
Lack of Clear Goals
Sometimes, seasoned marketers get so caught up with things like psychological triggers, pain points, social validation, and readability (among other things) when creating their content.
Now don’t get me wrong, I also think that these elements are important.
However, we need to remember that these elements need to be aligned with the overarching reason why you sought out to create the content in the first place — I’m talking about your goals.
You need to have a clear goal for creating your content; otherwise, the elements you’ll include — even the actual write-up itself — will likely end up misaligned to the goal that you had in mind.
Do you just want traffic?
Or are you looking for a specific type of traffic who are inclined to do a specific type of action at a certain time?
The more crystal-clear your goals are, the better your chances are of being able to create one cohesive content that isn’t just carefully and beautifully crafted, but also aligns perfectly with your business goals.
Remember, as a content developer, your goal isn’t just to create content: It is to create content that aligns perfectly with the business’ goal. And if you're having trouble communicating your goal, hire an expert writer.
Can you imagine how nonsensical it would be if the entire team’s direction is to increase email signups, yet the call-to-action you’re adding in your content is geared towards letting your readers comment?
Audience Research: Not Understanding the Audience Enough.
Let me guess: You have an idea about who your readers are, don’t you?
You know that they are business owners and you also know that they are most likely in need of the type of services that you’re offering — that’s great!
However, if that’s about the only thing you know about them, then I promise you that you’re missing out on a lot.
That’s one of the many copywriting mistakes that some marketers and seasoned content developers make — they don’t know their audience enough.
In addition to the two details about your audience that we covered above, there are several other crucial bits that you need to know about them to create compelling content.
- What are their pain points?
- What time of the day do they usually go online?
- What is their buying capacity?
- What is the size of their company?
- What programs or tools are they often using?
These questions are a great start on building buyer personas for your audience. Building buyer personas will help you build a clear picture of who your audience is. The more detailed your buyer persona is, the better.
By knowing the answer to these questions, you can create something that resonates well with your readers.
There are a couple of strategies that you can employ to learn more about your audience whether you’re in a B2B or B2C setting.
Linkedin, for example, is a perfect place to learn more about your customers.
Just enter their company name in Linkedin’s search engine, and you’d be able to view all the information listed in the platform about their business.
(For this example, I entered Buffer.)
You can even view the employees of the company by clicking the “See all employees on LinkedIn“ section.
When you have access to the company’s list of employees, you can start digging deeper into your buyer persona research, allowing you to create compelling content.
While creating quality content doesn’t have to be rocket science, some marketers ignore certain aspects about content development that ends up compromising the quality of their content.
If you’re looking to produce quality content — one that has the capability to establish your online business — then you need to avoid the mistakes mentioned above.
Do you have questions, ideas, or clarifications that you’d like to share? If you answered with a “yes,” then feel free to add them in the comments section below. Cheers!
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