Every modern business knows that content marketing is a must, but not all of them are doing it right. Below are some of the biggest content marketing mistakes to avoid.

What’s your biggest content marketing don’t and why?

1. Limiting Yourself to Blog Posts

Content marketing is not the same as blogging. Sure, a blog is a great way to get started with content marketing, but there is so much more than brands can do with content: white papers, videos, podcasts, case studies, infographics, courses, tutorials and more. And if you aren’t doing gated premium content, you’re missing out on an incredible lead-generation resource. – Justin Blanchard, ServerMania Inc.

2. Being Too Impersonal and Salesy

Don’t overemphasize your level of expertise in your content. Folks want great information, but they also want to know that it’s coming from an actual person. Be sure to intersperse a little personalization in your postings. – Andrew Schrage, Money Crashers Personal Finance

3. Focusing on Quantity Over Quality

Some brands produce lots of content such as blog posts, social media and video without really targeting it. If your content isn’t relevant and doesn’t reflect well on your brand, then it’s actually more of an intrusion than a helpful tool. People are getting more selective about what they absorb, so you have to make sure you’re giving them something valuable. – Kalin Kassabov, ProTexting

4. Not Developing a Strategy with Measurable Goals

Some businesses get on the content market bandwagon and keep riding it, without having documented content strategies. What this basically means is they invest resources, time and money in a process that does not come with goals that may be measured. For any content marketing strategy to work effectively, planning and benchmarking should be part of the overall strategy. – Derek Robinson, Top Notch Dezigns

5. Treating Content Marketing Like Advertising

Content marketing is not the same as advertising. Your content can be a powerful way to build your brand and drive sales, but you have to be careful about selling directly in your content. When people read articles, blog posts and consume other content they’re looking for information. They don’t want to read a long sales pitch. Use your content to educate and solve problems. – Shawn Porat, Scorely

6. Not Including an Email Conversion Call to Action

In content marketing, there’s nothing worse than having people read your blog post and then leaving without completing an action on your site. Make sure to embed email sign up forms at the end of each blog post and use lead magnets like free e-books in exchange for an email address. – Syed Balkhi, WPBeginner

7. Ignoring Your Intended Audience

When writing long-form content pieces or blog posts, remember that every piece has an intended audience that you want to take a specific action. When reviewing content at my firm, we always compare the final piece to the original outline. This ensures the main points line up throughout and we’re communicating all the right messages to the intended audience. – Lindsay Mullen, Prosper Strategies

8. Failing to Consider How the Content Will Lead to the Sale

Most content marketing strategies are, “let’s try a bunch of stuff and see what sticks.” While that is needed at the very beginning, the truth is you need to really understand your customer’s journey and make sure the content you create fits somewhere into the steps they need to take before purchasing. If it doesn’t help bring them one step closer to the sale in some way, then it is not worth it. – Justin Faerman, Conscious Lifestyle Magazine

9. Not Writing Guest Posts for Other Sites

It’s easy to prioritize your own blog and forget about guest posting. However, guest posting is equally important because Google uses the number of backlinks to help determine the domain authority. Find relevant high domain authority sites in your niche and reach out to them to see if they accept guest posts. – Chris Christoff, MonsterInsights

10. Writing Articles People Don’t Want To Read

Stop writing articles that your audience doesn’t want to read. I see the same article published in different variations, and it will not receive any social currency because people want value. If every sentence you contribute doesn’t have value, then it is not worth reading. It’s all about knowing your audience and what they want to read. I suggest starting off with a simple survey first. – Sweta Patel, Silicon Valley Startup Marketing

11. Writing in Overly Technical Language

Most of my content is about technical processes and product, however, I make sure not to be very technical. I write it in a language so that anyone can read and understand what I am talking about. Readers don’t want to use their brain too much when reading your content. – Piyush Jain, SIMpalm

12. Overlooking Your SEO Strategy

Creating a ton of valuable content people love won’t drive business revenue unless it has the potential to drive conversions, and aligns with realistic, popular search terms. Before writing articles, conduct SEO content keyword research: What terms should content target that won’t conflict with commerce pages? Will this topic convert, and how do we get people to click over to money pages? – Diego Orjuela, Cables & Sensors

13. Competing for Keywords Instead of Giving Your Audience What They Want

There are thousands of search results for any keyword. Only the top 10 results get the most traffic. Instead of competing for keywords, focus on creating content for your audience. Once created, this content can be promoted via social media, online communities, paid ads and content networks. You can see immediate results for your content marketing efforts instead of waiting for SEO to kick-in. – Liam Martin, TimeDoctor.com