Editor's note: The previous installment covered three content marketing mistakes: Your content doesn't have specific goals; your content doesn't have anything to sell; and your content didn't bother asking for the transaction. In this installment, the author lists and discusses another four more content marketing mistakes.
1. Your content sounds like everyone else's
Am I imagining it—or does it sometimes feel as if the same blogger writes for every blog? Word choice, metaphors, structure, cadence, they all sound the same!
Don't be assimilated into the blogger Borg collective.
Write with vulnerability, enough that it makes you nervous to hit the publish button.
2. Your content isn't based on any research
If you're not using at least Google Keyword Research before you write an article, you're not writing for an audience, you're writing for yourself. That's not marketing, that's journaling.
3. Your content uses only one media format
OK, look, we live in the future.
Bandwidth is cheap, and text and images aren't the only way to get your message across.
4. Your content dresses exactly the same everywhere it goes
You wouldn't go to a black-tie event in jeans and a T-shirt, would you? So why try to present your content the same way everywhere you publish it?
Via Russ Merz, Ph.D., massimo facchinetti