Content Creation and Marketing Mistakes to Avoid in 2022

Content marketing is an ever-evolving landscape. What brought you excellent results last year may not bring you many conversions in the next. When it comes to content creation and marketing, your strategy needs to be dynamic, taking into account all the market trends that emerge and die down each year. And the same goes for content marketing mistakes. The dos and don’ts of content creation and marketing are changing and that list needs to be updated every year. To avoid making content creation and marketing mistakes that cost you, it is crucial to stay updated on recent trends and audience preferences

To make your job a little easier, here are some critical content creation and marketing mistakes to avoid in 2022.

1. Sticking to the same strategy as previous years

The first content creation and marketing mistake is, of course, not revisiting your content strategy every year. We’ve mentioned how the content marketing trends evolve every year but that is not the only reason why your content marketing strategy needs to be updated. For a business, different stages call for a different strategy as well. For instance, a business that has just been launched will have different goals for its content creation and marketing initiatives. The purpose of content for such a business would be to create brand awareness and educate people about their product/service. Their content should help with word-of-mouth marketing and get them more shares, product recommendations, etc. to build a base. For a business that has built a considerable client base, the purpose would be to get user-generated content and create case studies or social proof content that builds a reputation for the brand.

So whatever stage your business is at, the content strategy has to be aligned with your goals at that stage. While some of your content goals will be long-term, some have to yield immediate results. These closer goals keep changing, which is why updating your content strategy every year makes sense.

2. Not leveraging data in content creation and marketing

Marketing without data analytics today is like a shot in the dark. You may be putting in all that you have into your content creation and marketing process, but unless your efforts are going in the right direction, everything is futile. Data-driven content marketing is an absolute necessity in today’s highly competitive content landscape. Market data, customer data, competitor data, data from user activity monitoring, and performance data of your own content can play a key role in content marketing success. According to a survey, more than 56% of consumers say that they want content that is personalized based on their interests, preferences, and online activity.

So if you are not leveraging data in making decisions for content creation and marketing, you risk losing a huge chunk of your audience creating generic content or content that does not build connections. Data helps you understand your target audience better, tells you what your competitors are doing, and also shows you how your existing content strategy is delivering. You could use market research, probing sales questions, lead capture forms, questionnaires for onboarding new clients, or any other tactics that work to gather useful data. In any case, just remember that not leveraging data to your advantage in 2022 is a huge mistake you must avoid at all costs.

3. Not focusing on content collaboration for the remote/hybrid setup

The Covid-19 pandemic has changed the way we work and content teams have been affected by this change too. Many businesses the world over have shifted to a remote, or at least a hybrid, work model for good. For content teams, this can be a major content creation pain point as collaboration is at the heart of it. Content creators, editors, project managers, clients, and other stakeholders need to collaborate efficiently for a piece of content to turn up flawless. So, businesses that haven’t yet invested in good content collaboration software for remote (or even in-office) teams can be falling behind in the race to the top.

One good example of a content collaboration tool is Narrato. Narrato is a content creation, collaboration, and workflow management software that helps bring your entire content team and process to one place. Remote content teams often struggle with a broken tool stack that is made up of multiple disconnected tools like docs, sheets, project management software, messaging apps, email, and more. Narrato combines all of these capabilities on a single platform. It boasts of a powerful editor that helps enhance and optimize your content quality. It also has an AI writing assistant to speed up the content creation process. For easy collaboration with your content team, feedback can be shared over in-line comments on the content and messages on the platform. You can also share your content as publicly shareable links with ‘comment’ or ‘edit’ access.

You can create custom templates to structure your content or create custom style guides to brief your writers. All the content can be stored on the platform under neatly organized Projects and Folders, so it is accessible to everyone with permission. There are custom roles and access for team members, freelancers, and other stakeholders. Freelancer payments management is also a unique feature on Narrato. You can track the status of your projects on a content calendar or a workflow board. In other words, all the tools that you normally need to manage your content operations are on the platform and more features are being added every week. It has both free and paid plans for you to choose from.

Narrato also has a content ordering platform, Narrato Marketplace, where you can have quality content created by expert freelancers delivered in 24 to 48 hours. It offers all kinds of content services such as blog writing, copywriting for websites, articles, and more.

If you are not planning to invest in a content collaboration tool that gives you these capabilities in 2022, be it Narrato or any other, you could be making a big mistake that might cost you in terms of your team’s productivity.

4. Leaving design out of your content strategy

Content no longer means just text. Every business needs to create a variety of different content formats, from infographics to videographics, in order to keep its audience engaged. Content creation and marketing is not just about putting a wall of text out there and expecting people to keep coming back for more. Visual content helps add value and attract attention. Be it educating the audience through short animated videos or driving Instagram engagement, businesses that are not paying much attention to design can come across as dated or not very invested in the process.

But who creates these visuals? Does it mean you need to hire a graphic designer? What if you don’t have the budget for it?

No, you don’t need to hire a graphic designer just yet. There are so many visual content creation platforms available for free today that anyone on your team can create attractive graphics without any expertise in design. Canva can be a great tool to start with. It has an extremely easy-to-use interface where you can create all your graphics with just a few clicks of the mouse. There are thousands of templates, whether you are looking to create infographics, a blog banner or a social media post. You also get access to thousands of stock images, graphics, illustrations, and design elements.

Collaboration on visual content is also convenient on Canva as you can easily share a link to the design with ‘view’ or ‘edit’ access. The free version of the platform itself has a ton of options, but if you need graphics quite often, investing in a paid plan would give you access to many more assets and styles.

Whatever you choose, just make sure to include a graphic design tool in your content strategy in 2022.

5. Not exploring newer content formats

You may have been witnessing good success from your blog or social media content but getting too comfortable with this format can be a major content marketing pitfall. The audience expects more from businesses today. They are moving on from written content to other, more consumable formats like videos and podcasts. If your brand is not generating such content you could gradually see a decline in your audience base over the years. There were around 155 million podcast listeners in 2019 in the U.S. alone, and these numbers are only growing.

Most successful businesses and individual content marketers are investing their efforts and resources in creating podcasts, so if you still haven’t boarded this ship, it is high time you did. People today prefer to be connected to their favorite brands all the time, even when they’re on the go. And content like podcasts is perfect for such situations, where written content loses the race.

So though written content should invariably be a part of your 2022 content strategy, so should other formats that are in-demand.

Summing up

2022 finally seems to be a promising year for businesses, after all the ups and downs everyone has been through during the pandemic. Things are gradually falling back into order and this is the best time to revisit your content creation and marketing strategy. Your content team will have different challenges to tackle and your audience will have different expectations too. If you are planning to go about managing things the same old way, the results could be underwhelming. Knowing what to do this coming year is extremely crucial to your success, but knowing what not to do is equally important. Avoid these few content mistakes in 2022 and achieving new heights with your content marketing efforts will be a lot easier. In order to carry out your missions as well as possible, it can always be beneficial to hire a freelance assistant to relieve you of certain tasks.