As an entrepreneur, your business thrives on your ability to connect with customers—and one of the most powerful ways to do that is through the content you use to market your products and services.

But if your content isn’t driving the results you expect, it might be because you’re making one (or several) of these common content marketing mistakes. Read on to see if you’re making any of them—and learn how to fix them.

1. Focusing on Features

• Mistake: Emphasizing the features of your product rather than focusing on the benefits. For example, “Our windows are made from high-quality, double-pane glass with energy-efficient seals” versus “Upgrade your home with our energy-efficient windows that help you save money on energy bills year-round while keeping your home comfortable.”
• Fix: Shift the focus to how your product solves your customer’s pain. Customers care about how your product or service will improve their lives, not just the technical specifications.

2. Using Jargon or Technical Language

• Mistake: Using industry jargon or complex terminology that confuses your audience.
• Fix: Write in simple, clear language that speaks to the everyday experience of your customer. Keep your language conversational and easy to understand.

3. Too Much Information

• Mistake: Trying to include every detail about your product or service in one marketing piece can be overwhelming.
• Fix: Be concise and focus on key points. Prioritize the most important benefits and use clear headlines and bullet points to break up the content into digestible pieces.

4. Using Weak, Passive Language

• Mistake: Passive language makes your content feel less direct, engaging, and persuasive. For example, phrases like “Our services are provided by experts” or “The problem can be solved with our product” fail to create a sense of urgency or action.
• Fix: Use active voice and more dynamic language to make your content more engaging and persuasive. Instead of saying, “Our services are provided by experts,” say, “Let our experts help you transform your home.”

5. No Call-to-Action (CTA)

• Mistake: Forgetting a clear, actionable CTA so your audience knows exactly what to do next.
• Fix: Be specific and direct. Use action-oriented language like “Start your free trial now,” “Download your guide,” or “Get your 20% discount today.”

6. Not Addressing Your Customer’s Pain Points

• Mistake: Focusing too much on your product and not enough on how it solves your customer’s specific problem.
• Fix: Focus on the pain points your product solves and explain how it makes your customer’s life easier or better. Show empathy by acknowledging their challenges.

7. Writing Too Much “Me” and Not Enough “You”

• Mistake: Being overly focused on yourself and your business instead of focusing on your customer. For example, “We’ve been in business for 10 years” versus “You’ll save 10 hours a week with our service.”
• Fix: Use the word “you” more than “we.” Shift the perspective so it’s all about your customer’s needs and outcomes.

8. Lack of Social Proof

• Mistake: Neglecting to include testimonials, reviews, or case studies.
• Fix: Add in social proof wherever possible—customer testimonials, user reviews, case studies, and endorsements. People trust other people, so showcase how your product has helped others achieve success.

9. Writing Weak Headlines

• Mistake: Using weak headlines like “Welcome to Our Website” or “Great Products for You” that don’t compel the reader to continue.
• Fix: Write powerful, benefit-driven headlines that capture attention and make the reader want to know more. Use numbers, questions, or strong statements. For example, “5 Ways to Save $500 This Month.”

10. Ignoring SEO Best Practices

• Mistake: Forgetting that your copy needs to be optimized for both readers and search engines.
• Fix: Use relevant keywords naturally throughout your content, ensuring it reads well for humans while being optimized for search engines. Great content should inform, persuade, and be easily discoverable.

Effective copywriting isn’t just about writing well—it’s about writing in a way that speaks directly to your audience’s needs, emotions, and desires.

By avoiding these common mistakes and making simple fixes, you’ll write content that not only resonates but also builds trust and drives conversions. Ready to transform your content marketing? Start applying these tips today!