Content Creation Mistakes with @himani_kankaria #vcbuzz

Content creation is a very complex process that includes thorough research, writing, editing, formatting, and more.

Do you have the whole process streamlined or are you still wondering if you are doing it right?

Let’s discuss common content creation mistakes that may impact your ROI!

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About @himani_kankaria

@himani_kankaria is founder of @missivedigital, an organic marketing agency that focuses on enhancing the brand positioning of the businesses to maximize ROI and brand loyalty through organic marketing channels. She specializes in strategizing, creating, and optimizing content for users and SERP features like Featured Snippets.

Being in this industry for the past 12+ years, she has helped SaaS and Technology businesses multiply their organic presence and conversions through organic marketing channels.

Connect to Himani on Linkedin!

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

It was 2010 when I did a small SEO course from a local SEO agency cum institute, and I got a placement at the same agency before I could complete the course based on my performance during the course period.

Within 6 months of my SEO career, I was awarded the letter of appreciation and an SEO Team Lead position having a team of two SEOs in the off-page category. I trained them, and one of them is doing really well today.

Straight to 2012-13 when Google Panda and Penguin updates came, and the entire SEO industry got affected. We realized how important the original content is, and that’s how I started trying my hands on content creation.

2015-16 were the years when I started optimizing my content before publishing them and BOOM! The first content I wrote and optimized achieved FEATURED SNIPPETS in 1 week.

That’s when I became content-driven SEO, who would strategize, create, and optimize content for users as well as search engines.

Today, after working for 12+ years in SEO and content, I run a content-driven SEO agency for SaaS, B2B, IT and eCommerce companies, @missivedigital.

A1.2 #Vcbuzz Now with a decade & more of experience with agencies and the way I have seen SEO evolved In 2022 I started making my very own next gen women led SEO agency.
— Isha Mehendiratta 🐦 (@ishaseo) January 10, 2023

Q2 What are the top content creation mistakes?

I wrote an article on 21 content creation mistakes on @sejournal, and below are a few most important ones:

Not understanding who is going to read the content and why they’re going to read it.
Missing out on having a detailed brief on how the content needs to be written – the outline, approach, introduction, conclusion, etc.
Not considering how to be better than our competing blogs
Missing out on targeting topics from the sales & product teams

A2 Number one on this list now should be publishing A.I. written content without editing it or even correcting the errors in it.

Some of it is ghastly. Writers don't need to worry about A.I. taking their customers just yet.

They might need to get on board w/ using it. #vcbuzz
— Gail Gardner (@GrowMap) January 10, 2023

Not reviewing/editing/proofreading the content received from the writers
Thinking of cheap ways of creating content at scale – such as scraping the content and using #ChatGPT or AI and not having an editor to review/proofread

A2 Content Creation Mistakes

– Ghostwriting for pennies only to have *your* blog to the top in search for someone else. 😢

I'll write blogs for my client – but no longer will I ghostwrite.#vcbuzz pic.twitter.com/tY74nyEfjz
— Debi Norton (@BRAVOMedia1) January 10, 2023

A2 Coming up with a handful of great ideas and then only half finishing all of them and never publishing any of them. 😬#vcbuzz
— Boyd Norwood – nozzle.io (@boydnorwood) January 10, 2023

#VCBuzz A2.

* Poor/No targeting of audience (everyone)

* Poor alignment with audience (intent/stage)

* Not doing QA (errors/inaccuracies)

* Not promoting (publishing is not enough)

* Producing content to satisfy the wrong KPIs (traffic vs conversions etc.)

>>>
— Darth Autocrat (Lyndon NA) (@darth_na) January 10, 2023

A2 Top content creation mistakes:
❌ publishing without a plan
❌ relying exclusively on keyword research for content ideation and planning
❌ publishing content and forgetting about it
❌ outsourcing content creation without providing the proper context. #vcbuzz
— Teodora Ema Pirciu (@EmaPirciu) January 10, 2023

A2 #Vcbuzz my biggest content creation mistake was
1) Creating the same content which my competitor was creating without any value
2) Missing on understanding my customer and creating content for keywords rather than users
— Isha Mehendiratta 🐦 (@ishaseo) January 10, 2023

A2. It's clear in Google Quality Rater Guidelines that evaluators are to establish if there is a clear purpose to each content piece & if it meets that purpose in a value-added way.

"Experience" was added to make E-E-A-T. Lacking an experienced author matters.#vcbuzz https://t.co/6AXkykgO7T
— Jeannie Hill (@essentialskill) January 10, 2023

ATTN: #writers If you write for the web and don't know what header tags are or aren't using them, you need to start.

If you know how to outline = same concept.

H1 = Title
H2 = Main sub-titles
H3 = Additional points under the main sub-titles #vcbuzz https://t.co/BLTrOgcZBU
— Gail Gardner (@GrowMap) January 10, 2023

Q3 When auditing a business’ content creation strategy, how do you prioritize issues that you come across?

I identify the issues in the #contentwriting strategy in the priority: “WHY” of the content creation strategy Traffic, leads, visibility, links – why do you want to write content on this topic? If there’s no information on the purpose, I want to work on it first.

Next issue that I would prioritize is Key Performance Indicators (KPIs) for content creation Impressions, CTR, positions – I want to see whether the writer or the marketing/SEO team can measure the content performance.

A3.3: Another would be – Reader information (WHO + WHY)

Each business have majorly two types of audiences (Ref: my #BrightonSEO talk – https://t.co/zgGYvgE5bR):

1. Key Decision Makers – who decide on whether to give you business
2. Influencers – who might refer you later
— Himani Kankaria (@himani_kankaria) January 10, 2023

Another issue is the list of keywords added, as the target keywords are money and not blog ones. If you’ve been given the money keywords to create the blog content, you’re not going to make sure that the content ranks for their relevant and respective blog keywords.

#VCBuzz A3

Goals.
Always start with the goals, and work backwards.
Some content is money (products, services, affiliates, ad-rev etc.).
Some is brand (awareness, perception etc.)
Others are opportunity (education, trust, SEO etc.).

Then look at how they perform.

>>>
— Darth Autocrat (Lyndon NA) (@darth_na) January 10, 2023

A3.1 #vcbuzz While auditing the prioritisation depends on what is the business objective and which piece of content will help in making them close to the same.
For me the first important part is website structure based on the content calendar.
— Isha Mehendiratta 🐦 (@ishaseo) January 10, 2023

Q4 Which content creation mistakes are the hardest to fix?

Here are the content creation mistakes that are the hardest to fix:

Not putting any UNIQUE points compared to the competing blogs 2. If you’ve copied the wrong stuff that your competitors have written 3. If you’ve not edited the content created using #ChatGPT. Content creation that is copied from the competing blogs but you cannot find in the Copyscape 5. Content that is written just for the purpose of writing and not providing value to the readers

A4
It is always a challenge *to fix, edit, and re-write* content created by the CEO.#vcbuzz
— Debi Norton (@BRAVOMedia1) January 10, 2023

A4. Hard-to-fix content mistakes:
☠️ stealing other people's work
☠️ creating and spreading fake news
☠️ promoting hate speech and offensive content
☠️ overpromising through content and not delivering when people buy the product#VCBuzz
— Teodora Ema Pirciu (@EmaPirciu) January 10, 2023

Q5 What are your favorite content creation and marketing tools?

Content Creation tools that I usually rely on:

@googledrive – Collaboration
@semrush – Keywords
@ahrefs – content gaps
@BuzzSumo – trending topics
@surfer_seo – topic clusters
@heyjasperai – AI-based content blocks
@Grammarly – Grammar checks

A5 BEST Content creation tool is *your brain*.

also:
answerthepublic. com
Google Search Console (actual searched terms)
and now ChatGPT#vcbuzz
— Debi Norton (@BRAVOMedia1) January 10, 2023