15 errors (or oversights) that every copywriter should avoid when producing content

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Your content strategy is formed, but their results are not reaching the targets?

If your answer to this question is true it’s time to rethink the way you are producing content for your website. Or the way other people are doing it for your business, if the work is being delegated or outsourced.

There are numerous reasons for this failure happen. In contrast, the good news is that you can fix these errors and get on the right track.

Let’s talk in this post about small oversights in the production of content for your site that may adversely affect its results.

We have listed 15 actions you should immediately discontinue – or if you do not do, remember not to start doing.

You know when you’re racing against the wind or swimming against the tide? In literally, it is easy to know. Now, when we speak of analogy it is a little more complicated to recognize the exact moment that it is happening.

The hypothesis here is that you have a blog or a website and is producing content for six months or more. After that time, it is natural you think that because of the investment in content marketing , there is an increase in its organic visits, leads databases, mailing lists or number of customers.

But it is true that this can not be happening. Or going less than the proposed goal.

Many people think that this is a matter of time, that soon the site will “engage”. True, but that’s not all. Time is required for Google and people recognize your site as an authority. However, there is a mix of small errors which together further delay the process.

If you’re in that boat, waiting the result for a long time, check out these tips. There may be an error that is going unnoticed in your strategy, and you can fix.

Important: This article is also a post complement “20 mistakes you may be making in their content production strategy” . Recommended reading!

1 – You do not have an audience / set persona

Who do you write? You think, before starting the process, who are the people who will read your text?

This is a fundamental issue and not for nothing is first on the list. If every business has a defined persona, the same goes for the content.

Also read the post “How and why create a persona for your company” .

Before producing this article, for example, we think of those who can benefit from their content, and we came to this conclusion: writers and / or a content site managers.

But do not limit yourself. A website, product or service can have multiple personas, and there’s no mistaking it. However, it is necessary that the content is always targeted.

For convenience, assume that the pageviews of your website are more than data, are the fruit of navigation of a user. And this user is a person like you, with name, social class, personal interests, geographic region, office work and other distinctive features.

Tip: If you do not know what your persona, or have any questions as to this, know Fantastic Generator Personas .

2 – You’ve got the wrong audience on your radar

This error is a complement of the former. You may have set your persona, but it may not be the most appropriate for your business.

This can happen from the way you write your content to the channels you use to promote them.

Spare no time in doing research to understand how the behavior of the audience you want to reach for, in fact, achieve it.

Learn how your audience likes to consume content, what social networks it is present, which is the most appropriate language to generate engagement, what time it is online.

3 – You are not gaining credibility

This is a delicate item from the list. Credibility is not born from night to day. But it can be destroyed in the same period.

Have a great care and the information that you are passing to your audience. Disseminating false news or inaccurate data are true traps.

Whenever publishing data any study that is not made by your company or information you found when searching the internet, make a careful review to find out if the facts or statistics are true.

It is gaining credibility through accurate information and you can make returning visitors return to your site later.

4 – Do you have bad content sources

Just because someone posted a link on a social network does not mean that the information it contains are true.

The internet has become a two-way street. While it has very valuable content, it has a lot of false information.

Take extra care to publish facts and dubious origin of ideas. Bad content sources can give erroneous information and take your site as well to the previous list item, destroying its credibility.

5 – You are not using internal links

It is important, in the content production strategy, there is a supplement of the materials. Using internal links is a basic way to integrate posts.

You may have noticed that in this post (and several other blog), we use internal links to direct you to related posts and deepen one idea.

Read more about it in the post “Why is it important to use internal links in posts” .

6 – You’re producing content difficult to read

Reading on the Internet is not the same books. This is because there are countless forms of distraction, and it’s very common for users to become jumping tab in tab, and forget your content.

To get the attention of your readers, structure of your posts scannable form, because that’s how people read on the internet.

very long paragraphs, too dense and confused, for example, disrupt the user experience.

Also check out “6 tips to make your content more scannable” .

Think of you opening a blog entry. You always read all of it? Introducing the end? Or before you start reading makes a quick scanned down the scroll to the bottom to find out what the text size and how it is structured?

7 – You’re not interacting with your audience

A content after it’s done does not mean that the job is finished. In fact, when we talk about producing content for blogs, we ventured to say that the work is never finished.

Work continuously following the comments. Answer what your audience comments is a way to keep closer contact with these players and give a human character to the post. Show that you exist and that the text was not produced automatically.

Moreover, it is precisely in the comments that many other ideas for new posts may arise. Therefore, to interact with your readers, because when they comment, they help you.

8 – You are not interacting with other professionals or opinion formers

Become a reference on a subject and build authority is not the same as working alone and stop contributing to professionals in the same field.

Maintaining a relationship with other people who produce content on the same subject that you are a form of learning, conquest of new audiences and increase the site authority.

A simple way to accomplish this function is to write Guest Posts on other blogs and / or invite other professionals to do the same on your blog.

To delve into the subject, know “How and why write Guest Posts” .

9 – You’re not telling stories

There is a fierce competition in the market and natural. And one way to stand out, with content marketing is to be original, authentic.

Storytelling is what gives life to your content. Then, create narratives, try to hold the attention of your reader doing more than the obvious.

If you want your visitors to convert, they need to embrace the idea of ​​its contents before. And stories are interesting ways to do this.

Important to remember that for a story to be interesting, it must hold the reader’s attention since its introduction.

We talk about it in post “6 tips for writing introductions of attractive posts” .

10 – You’re not writing compelling titles

Its content is wonderful, but no one is reading. If this happens, do not use blaming people or channels. Perhaps the main problem is in the title.

Read also “How to write titles of posts that attract clicks and visitors gain” .

There are thousands of links dripping all day in the timelines of updates from social networks, news portals, other blogs, RSS feeds and other sources. If your content does not have a killer title that generates some stimulus to the user clicks, nothing will advance.

But remember: do not create titles that have nothing to do with its content. Your audience will not like clicking a link on a subject and come across completely different information.

11 – You’re writing only for himself and not for his audience

Your audience came with your site because he believes in it. Because it is a useful content and talking about what she would like to see, to think, to believe, to learn.

People read and share content on the Internet not because they simply like a particular author or a particular blog, but because this source says what they want to read. Find out what are the interests of your audience, and write to it.

If you want to write just for yourself, no worries with defined personas, you can create a blog personnel not to mix things up .

12 – You are not using images and other graphic materials in their posts

Who reads without images posts today? Incidentally, an image is the least you can do to get more results in your blog.

Images help people in reading. It is a resource that complements the text, which helps in engaging and makes reading easier, more enjoyable and less dull.

Also read the post “Is it worth using images in blog posts?” .

Take care also highlighted the image of his post. It is this image that will be played on social networks when your link is shared, and it is important that it is a striking and consistent image to the content.

13 – You are focusing more on quantity than quality

Ever wondered how it would be good for a single entry had the same number of visits than several posts?

There is a hypothesis, it is a reality. Focus on quality of publications generate more traffic.

This does not mean you should limit the number of posts, or even reduce them. Provided you can maintain a high standard of quality, nothing prevents you to publish as many articles.

14 – You are not producing, is playing

Content marketing is not to copy the third-party content. This is called playing.

Produce content, and help your audience has the premise also give your company an authority status. When playing content from other sources, you are reinforcing the ideas of others, and not yours.

Learn more “Why not worth copy the third-party content” .

Importantly, not to be misunderstood, that does not mean that we should not refer to other sources or external links in posts. It means that rather than reproduce ideas ready, we can complement them or quote them, producing a new publication.

15 – You do not keep a tone pattern and voice

Most blogs have great tone, voice and well-defined written standards. And this does not just happen. It is much easier your visitors to return often to your site if they identify with the way you write and have the certainty that you will find a content produced in the same way on a next visit.

This tactic goes beyond content marketing. If you analyze all the magazines and newspapers, for example, you notice that most of them also work with this standardization style.

This prevents the reader to access a link to your site that has very technical terms and a very flowery language, and the next day go to a link with a text on informal and simplified language, for example.

Standardize a tone for the blog content helps keep your persona as close to you. And it makes it not feel confused or lost.


Knowing what not to do is as important as knowing what to do indeed. Therefore, avoid making these 15 stocks in their day to day work are also ways to know the alternative way to go, and that will bring positive results for your business.

As you can see, they are simple ways and seen individually seem harmless, but it can make all the difference in a long-term content marketing strategy.

We hope to have helped you in your content production process. Leave a comment if you have any other tips on what not to do or some experience who wants to share with us.