Not Doing Proper Keyword Research
Few content marketers believe keyword research is only about keywords and search results. In reality, keyword research is a tool for planning your content in a strategic manner.
It's still amazing how many marketers don't conduct keyword research and instead market based on gut feeling and instinct. They use guesswork and sporadic brainstorming to find relevant keywords and phrases. Your content strategy has to be based on actual data and research otherwise it won't perform to potential.
Content markets play the role of making matches between content and the people searching for that content. Analyze the intent of the search terms and the relevancy to your content and you can intelligently converts searchers to visitors to buyers.
Not Testing Content Ideas
Do your research with competitors and see what content is "trending" or "buzzing" and has a high level of user engagement. Look at the social media outlets such as Facebook, Twitter, LinkedIn, Pinterest, Instagram etc. The more information you can gather from your competitors success will help keep you from making the same mistakes.
Relying Only on Google Data
The tools available from Google are great, but they aren't the be-all-end-all answer to everything.
Google Analytics is a great tool to analyze the data from your website that you've already received. It leaves out the popular information of what you're missing with your marketing and what you're "leaving on the table" for your competition to grab.
Google keyword planner is a valuable research tool for trends and relative popularity. The numbers though aren't exact and should be used in conjunction with other research. This tool is also better for the shorter keywords and the longer keywords that better guide the more descriptive searchers to your site might not show up with the numbers you hoped for. The results are missing out on better content that answers the questions of the long-tail keyword searchers because your content doesn't address those.
This doesn't mean to exclude Google tools - they are a must in any content marketers tool box, but what this means is that you should have other items in that toolbox and not just Google.
Content Marketing Is Not The New SEO
Content marketing and SEO are different, but work in conjunction with each other. High quality content is a very important factor in ranking with the search engine. SEO isn't limited to solely quality content - there are many other factors to consider.
Posting article after article won't necessarily help you reach your SEO potential. The goal should be to reach quality first and then strive for quantity. Create articles/posts/blogs that make you stand out from the rest and bring visitors to your site to read your unique content.
Failure To Apply Knowledge
Perhaps the most cardinal of sins that you can commit is to arm yourself with the knowledge and not use it. If you're going to take the time to research how to improve your content marketing and increase your SEO potential - then make the time to use that knowledge.
Be an example instead of a follower. Do what you say and say what you do!
They are passive and keep postponing any corrective action. They know it’s important, but they don’t want results badly enough to make the changes happen. It’s easier to pretend nothing’s wrong and carry on. Sometimes, it takes a serious failure to jolt them out of their comfort zone.
If there was ever a time to make a change -- make it right now. Rethink the way you handle your content marketing and your search engine optimization. The truth might be hard to handle and may require more of your time and effort, but the rewards will be enjoyed.