8 Main Mistakes to Avoid When Creating Content

A few tips on what not to do when creating content to remain relevant, readable, and interesting for your followers.

Everyone will agree that marketing is a field where you must always stay one step ahead—keeping up with the demands of the times and trends, and ensuring you don't fall behind your competitors.

Therefore, it's crucial to always follow industry news, study consumer behavior, and make the necessary adjustments in your strategies in real-time. This will help you avoid several mistakes that hinder brand advancement, which we'll discuss in this article.

It’s a well-established fact that the pandemic completely disrupted the market, but it also created new opportunities. The number of daily searches on Google grew from 3.6 billion in March 2020 to 6 billion, and there’s no sign of a decline. Therefore, creating high-quality content that appears in these search results and addresses consumer problems is essential—while avoiding the mistakes we've outlined below.

1. More Quantity, Less Quality
The days when the likelihood of ranking high in search engines depended on the number of keywords used or the volume of content created are gone. Therefore, it's important to focus on creating high-quality, engaging, and always-readable content that isn't outdated and doesn't lose its relevance quickly.

2. Underestimating the Role of Email and SMS Marketing
Over 320 billion emails are sent and received daily around the world. A successful email campaign helps build a large follower base, which allows you to keep reminding consumers about your brand.

As we've already mentioned, every $1 invested in email marketing brings back $42 in revenue. Meanwhile, some experts have shared their best practices, achieving up to $70 in revenue for every $1 spent. Therefore, it’s needless to emphasize its effectiveness, but here are a few tips:

Write an interesting and attention-grabbing subject line.
Encourage action (call to actions) several times in the email content.
Optimize the emails for mobile devices.

In addition to email marketing, don’t overlook the potential of using SMS. By the way, if the open rate for emails is around 20%, for SMS, it’s as high as 98%.

3. Lack of a Blog on the Website
Currently, there are over 1.8 billion websites, of which up to 500 million have a blog section. However, fewer than 200 million actively publish articles. Interestingly, websites with blogs generate 68% more monthly traffic compared to those without one.

4. Ignoring SEO Rules When Creating Content
The collaboration between content and SEO should be continuous. Constantly evolving algorithms and the rapid advancement of artificial intelligence introduce new challenges for content. To overcome these challenges and achieve strong results, it’s essential to consistently update and use both long-tail and short-tail keywords, links, and other SEO strategies.

5. Publishing Irrelevant Content
Even if your content is well-crafted, optimized, and up to date, it may not deliver good results for your website if it doesn’t align with your audience’s interests. That’s why it’s crucial to continuously research your consumers, understand their preferences, and create high-quality, relevant content. This ensures not only a filled webpage but also a steady flow of engaged readers to your site.

6. Lack of Clear Content Goals
Every marketer aims to create valuable content that drives significant traffic to a website. However, failing to define clear KPIs can negatively impact the entire process. Industry-leading experts always work with a well-developed content strategy, considering audience behavior and preferences.

Setting content goals starts with building audience personas, compiling a keyword list based on research, and creating content that resonates with readers in a language they understand. After that, it’s essential to determine the right distribution channels and the optimal publishing frequency for the planned content.

7. Lack of Mobile Optimization
How many times do you check your phone daily?

A survey among Americans revealed that:

On average, they check their phones 262 times a day—once every 5.5 minutes.
52% admit they’ve never gone 24 hours without their phone.
54% feel anxious when their battery drops below 50%.

With this in mind, failing to optimize your website for mobile can be nothing short of disastrous.

8. Ignoring Analytics Data
If you want to run an effective content strategy, you must focus on one crucial step—analyzing results.

Look back at past campaigns and assess:

What worked well, and what didn’t?
Are there noticeable trends or sudden shifts in your target audience’s behavior?
Which platforms delivered the highest ROI?
What type of content drove the most engagement?

Without data-driven insights, your content strategy is just guesswork.

By analyzing past campaign data, you can "learn from experience" and develop a more effective strategy.
Marketing is never about absolute predictions—every strategy carries both potential successes and risks. That’s why it's essential to stay forward-thinking, take calculated risks, and, why not, set trends for others in the market to follow!