How To Avoid Content Marketing Nightmares

February 9, 2015

As a marketer, chances are you're involved in some sort of content marketing. The question is, are you any good at it? Are you just “doing” content marketing? According to a recent article on Econsultancy, the problems that arise often boil down to the same old things. While we can all be guilty of some of them (we hold our hands up when we get it wrong!), the problems are worth highlighting in order to avoid them. Do you have any further tips on how these issues can be solved?

Failure to research properly

Lack of initial research is a common problem – otherwise known as “content on a whim”. When content isn’t planned and well thought-out, it’ll usually fall short. Finding out the keywords your audience searches for is a great place to start. When failing to plan, you plan to fail!

No objectives

When objectives aren’t defined from the off, how do you know where you want your content to take you or, more importantly, what you are going to measure?

Lack of a solid brief

Whether you are creating your content brief internally or externally, it needs to be done properly. Consider factors such as user personas and tone of voice. A clear audience brief is a vital component of a content strategy.


Match your messages across the channels. If your website’s homepage is serious and corporate, then surely an informal, banterous Twitter conversation will just be confusing?

Choosing the wrong channel(s)

Don’t spread yourself thinly over all social platforms; stick to where your audience is likely to be and then do it well.

No blogging brief

Is no blog better than a bad blog? Take some time to work on a brief to ensure it works for you – and make sure you’re not guilty of bad formatting.


Yes, selling is any marketers main goal, but don’t fall into the trap of overselling; it’s the ultimate turn-off.

Bad UX

The ‘content’ section of a website is not usually a web developer’s top priority, but typography is a huge problem; as is lack of integration between a Wordpress site and the main platform. Always put the user first: create personas and think about your prospective customers’ needs.