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You're spending hours creating content, but you’re not seeing the results you’re after.
Maybe you’re publishing blog posts or you're active on social media, but the growth you expected just isn't happening. It’s a frustrating place to be, and since 2017, I’ve worked with dozens of small businesses stuck in this exact same spot.
They’re doing all the "right" things, but they’re still falling short of their goals. And it all comes down to a few common mistakes that I see small businesses making all the time. The good news is that once you see them, you can’t unsee them.
Here are the 8 content marketing mistakes I see small businesses make, and exactly how you can fix them this afternoon.
1. You’re the hero of the story (when your customer should be)
Without realizing it, you’ve made your business the hero of the story.
Your homepage is all about your company’s journey, and your content consistently talks about how good you are at what you do. But the truth is this: your customers don’t care about your story; they care about their own.
THEY are the hero of their story, and your business is simply the guide that helps them win.
How to fix this: Before you write, ask yourself two questions:
- “What does my customer want to achieve by consuming this content?” and
- “How can we support them in achieving their goal?”
2. Your blog posts sound like a Wikipedia page (instead of an expert’s insight)
Sorry to say this, but your content reads like a Wikipedia page.
It’s bland, states the obvious facts, and frankly, sounds like something a freelance writer pulled from a quick Google search. In the age of AI, anyone can generate fact-based content that lacks specificity. And it all turns into noise.
What AI can't replicate, though, are the unique stories, opinions, and hard-won insights from you and your team.
How to fix this: Assign an author to every piece of content (from your team or a related expert) and make sure it reflects their voice, insights, and personal stories.
3. Your social media feels more like a sales pitch than a conversation
Mistake #3: your social media feed has become a megaphone for your own sales pitches.
If almost every post is asking for a like, a download, or a sale, your platform has turned into a one-way conversation.
Social media is a give-and-take. When followers feel like you’re always asking for something, they stop engaging. The algorithm buries your posts, and your reach plummets.
You have so much value to give the world through your insights and ideas, but you’ve got to give more of that value first without asking for anything in return.
How to fix this: Pull out your content calendar and remap it to the 80/20 rule: give pure value in 80% of your posts and only make an "ask" in the other 20%.
4. You’re selling the drill (not the hole in the wall)
This concept comes from a Harvard professor in the 60s who noted that people don’t buy a drill because they want a drill; instead, they buy it because they want a hole in the wall.
In other words, good business content doesn’t harp on the features of the product. It focuses on how the product solves the customer’s problem. So instead of talking about your products, focus on solving their biggest problems and answering their biggest questions (with your products & services).
How to fix this: Frame every piece of content around solving one pressing problem or answering one question your customers have.
5. You’re creating content “just because” (with no clear goal)
Your content ideas come from “this would be fun to make” instead of a clear business goal.
If this is you, you're spending your team’s limited time and energy creating content that does nothing to help your business grow. When you're in the growth phase, you don't have any margin for activities that don’t track back to a specific outcome. To say it straight: every piece of content should have a job.
How to fix this: Map every content idea back to a business objective and a KPI before you even begin creating.
6. You're not following an aligned content calendar
You’re publishing content at random to each marketing channel.
Your email guy, Pinterest manager, and social media writer are all creating different things without an overarching plan. For the customer, this disorganization makes your brand confusing and forgettable. Instead of reinforcing a single, powerful idea, you’re just creating noise.
How to fix this: Create a single, aligned content calendar for the current season. Pick one platform as your base, and repurpose its content to every other channel.
7. You don't know how to use AI well
You're either avoiding AI entirely or using it as a blunt instrument.
If you’re not using it, you’re missing out on the ability to cut your writing time in half and rapidly improve your ideas. If you’re using it poorly, you’re getting bland, robotic content that sounds exactly like everyone else online. Neither approach is a winning strategy for the future.
How to fix this: Block out time in your calendar each week to learn how to use AI as a creative partner. You’ll be surprised at how well you can train AI to create content for you.
8. You’re stuck on the “content treadmill” (and forgetting to repurpose)
You’re starting from a blank page every single time.
You're constantly reinventing the wheel instead of drawing from a bank of proven ideas, topics, and previously successful content. This is the fastest path to burnout and inconsistent quality.
The most successful online writers build a massive library of timeless material they can leverage over and over again.
How to fix this: Each time a piece of content performs well, turn it into a template. Keep a running list of content ideas. And make a point to repurpose your best-performing content every three to six months.
As more and more businesses invest in their content strategy, you can’t afford to make these mistakes anymore. I encourage you to follow these steps, fix what’s broken, and start seeing way better results from your business content.
Ready to build a content strategy that drives real growth? Apply for a free strategy session where we can map out your first steps.