As I’ve said before, content marketing is a rich field of endeavour and there is a lot to know about how to create an effective marketing program that maximizes your opportunities to generate revenue. As someone who works consistently in the field, I often see businesses behave in ways that are likely losing them revenue. May I share the top three with you?

Mistake #1: No Editorial Calendar

It’s important to be very methodical with your content. An ad approach to content creation and curation is not going to work. You need to be consistent and post regularly on topics that relate to your ideal customer. And you need to post content that covers the full range of products, services and issues that are relevant to the people you are here to serve.

Mistake #2: Not Knowing Your Audience

Who is your ideal customer? Trust me, no matter how much you might believe it, it is not “Everybody.” The best marketing is highly targeted to a specific individual with specific problems and needs. You need to tailor your content around those needs so that it is clear to potential customers who you are, who you serve and how you serve them.

Mistake #3: Too Much About You

Narcissism is never attractive and when you create content that harps upon your many wonderful qualities you are you are not demonstrating to your potential customers that you are good at listening and good at serving. Your prospects are looking for proof that you will help them ease their pain and achieve their goals. Yes, make it clear why your product service is a smart choice. But do it in a way that puts your potential customers first.

Mistake #4: No Calls to Action

Don’t just create content, invite people to work with you! Tell them how to get their questions answered, show them how to obtain more information about your product or service, provide your contact information and, more than anything, give them the next step in the process of getting to know whether you are a good fit for what they are looking for. You don’t need to knock them over with opportunities – but you do need to make it obvious how they can deepen the conversation if that is what they would like to do.

Mistake #5: Boring Your Site Visitors

You have eight seconds to grab the attention of your website visitors and you aren’t going to do that if your site is cluttered or dull. Use strong visual imagery and don’t be afraid of colour. Headlines should be large and easy to read. And your text should be focused on your visitors and what they are looking for. Video has become an essential part of web content now and it’s wise to invest in a videographer to help you tell your business story powerfully and professionally.

Obviously there are other boo-boo’s you don’t want to make but those are the ones I see most often among the people who hire me to help them shine online. If you would like to find out more about how I can help you avoid these and other mistakes with your online marketing, then let’s chat!

Ignoring your content marketing opportunities is no way to build your business – and I am standing by to give you the assistance that more than three decades as a writer have helped me develop. Book a free consultation with me at www.meetme.so/susancrossman. And let’s get you started on the all-important effort to help you make more money with your online energy!