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The job of your website is to drive high-intent traffic, communicate what your brand stands for, strengthen your credibility, and showcase your products/services. And to do all this, you need great content.

However, with that said, many still underestimate the value of content or miss critical areas, leading to lost opportunities. For content to bring tangible results, you must focus on it at every step of the buyer journey.

As the CEO of a leading digital marketing agency in Pune, India, I consider our content writing service to be a critical part of our offering mix. That’s why I have collated common content mistakes in this blog so that you know, avoid, and rectify them.

Content Mistake #1: Writing content only from the SEO perspective

Write content for users, not crawlers.

While the strategic use of keywords is essential to get a ranking on Google, it must not be your only focus. Your customers and visitors want informational and value-driven content, not keyword-stuffed pieces written for robots.

You should always write content for your customers first and then search engines. Incorporate your keywords where they feel relevant and fit naturally within the content flow.

Content Mistake #2: Creating content aimed at only one stage of the buyer journey

Content is like a first date. If you only talk about yourself, there won’t be a second one. —David Beebee

I couldn’t agree more! Your content needs to be a well-rounded experience for your customer. And for that, you must write content targeting the different stages of the buyer journey—discovery, consideration, conversion, and retention.

For example, you are missing the mark if you only have explanatory blog posts in your content mix focusing on the awareness stage and no case studies or testimonials to help you close the deal.

Content Mistake #3: Not getting rid of stale content

Having stale content on your website is like turning up in a Halloween costume for a business meeting. It makes you look silly.

As we are also a website development company, many a time, I see websites with old, irrelevant, and underperforming content pieces. Letting stale content sit on your website does you no good but hurts your brand’s reputation and ranking in the long run.

Ensure you do timely website content audits to know what needs to go, stay, and be refreshed.

Content Mistake #4: Not providing breathing space in the content layout

Everything needs breathing space, even your content!

As a content writing agency that has worked with 550+ clients across diverse industries, I cannot emphasise the significance of white space enough.

Although your customers expect educational and engaging content on your website, they don’t want to be overwhelmed with unending chunks of paragraphs.

Remember this—the presentation and aesthetic of your content are just as important as the information. So make use of high-resolution images, and bulleted points, and leave enough breathing space for a visually pleasing experience.

Content Mistake #5 Not focusing on local content

The way for global starts with local.

Another common mistake I observe in businesses with a wide presence is the failure to tap local search. A significant chunk of your target audience is seeking information specific to their location.

You are missing out on a lot if you aren’t creating content addressing needs/problems unique to your customers’ region or city.

So, whether you hire a content writing agency or decide to develop a content strategy on your own, make sure it’s locally relevant.

Wrapping up, I’d like to say that content is the god particle of your digital marketing strategy. It fuels your strategy and enables you to achieve your business objectives.

If you are considering a website revamp or creating one from the ground up, my team and I are here to help. Connect with us today to explore how we can work together to achieve your business goals.

5 Common content mistakes to avoid on a website
About Ashish Dalia

Ashish Dalia is the CEO & Chief Digital Marketing Strategist at I Knowledge Factory Pvt. Ltd.

About Ashish Dalia

Ashish Dalia is the CEO & Chief Digital Marketing Strategist at I Knowledge Factory Pvt. Ltd.

5 Common content mistakes to avoid on a website