4 content marketing mistakes made by small businesses

Written on 01 August, 2016 by Lisa Shannahan
Categories: Small Business

As competition gets tougher and products and services become more similar, businesses must get creative to stand out. 78% of CMOs see content marketing as the future of advertising with marketers allocating a quarter of their budget towards it:


Content marketing is still fairly new and many small businesses give up because their content isn’t being read or found online. If you fall into this category or are looking to jumpstart your online marketing strategy to include content marketing, don’t make these 4 mistakes.

1. Ignoring SEO

The reason most small business blogs don’t get found online is because they aren’t optimised for search engine optimisation (SEO).

Each piece of content should be attached to a keyword your business wants to rank for, and the page and content optimised to give it the best possible chance of ranking.

Great content + SEO is the perfect recipe for successful content marketing.

2. Not taking it seriously

Content marketing only works if you take it seriously.

If you’re only allocating 30 minutes to writing blog posts or spending little time researching, you may as well not bother.

Serp IQ found that the more words an article contained, the higher it ranked on Google:

Moz also learned that content with more words received more shares and backlinks than shorter content:

If you plan on adding content to your online marketing strategy, create long-form articles your audience will value.

3. Not having goals for your blog posts

Blogging for the sake of blogging achieves nothing, and it’s sadly what so many small businesses in Sydney and Melbourne do.

Every blog must have an objective it wants to achieve. Here are the most common objectives B2B marketers use for content marketing:


All the objectives above can be used for B2C markets too.

For example, if you want to increase brand awareness, write a topic on a trending subject or an opinion piece on something within your industry.

Clothing retail giant ASOS wrote about the new Pokemon Go app that’s taken the world by storm:

By leveraging a popular trending story they have piggybacked on Pokemon’s success to aid their own branding efforts.

Here’s Nike trying to increase sales of their new women’s running shoe by letting people know the benefits they’ll receive from wearing them:

Every blog post should be aligned with an objective, this will allow you to measure its success.

4. Failing to promote content

There is so much great content on the Internet that will never be read because businesses don’t know how to promote it.

Content marketing alone is not enough.

You must combine it with either SEO or paid advertising to get your content in front of the right people.

Here’s a snapshot of what just happened in the last 60 seconds on the Internet:


In all that online noise, if you aren’t using SEO or paid ads to get your content in front of the right people, it will never be seen.

Content marketing is just one part of an overall online marketing strategy. It takes time coming up with blog post ideas, creating content to engage the reader and learning SEO and paid search marketing to reach the right people.

When you’re running a full-time business, there’s usually not enough hours in the day to get working on a content strategy, even though it could bring your business more leads and sales. In times such as these, it helps to reach out to digital agencies to grow your business.