6 Common Content Writing Mistakes and How to Avoid Them

Well-written content can inform, entertain and build an affinity for your brand. It’s a powerful tool for connecting with your target audience, addressing their needs and establishing your relevance.

But even minor writing errors can negatively affect how your audience perceives your brand. That’s why it’s essential to take your time and focus when crafting content. Doing so shows your commitment to detail and serving your buyers as an accurate source of information.

Avoid these six common mistakes to engage your readers, while protecting your credibility.

#1: Failing to Understand Your Audience

Your audience should be the focus of your writing. After all, you’re producing content for them. So, before you begin, consider the following questions:

• What are the demographics of your audience?
• What are their interests and pain points?
• What questions do they ask about your products or industry?
• Why do your customers come to you for support, assistance or service?
• Which marketing channels are they most active on?

The answers to those questions can affect the topics you cover, your writing style and where you publish your content. Revisit your understanding of your audience regularly to stay aligned with their needs. Deviating from their interests can lead to disengagement.

#2: Overloading Content with Keywords

Including keywords in your content is important for improving search engine visibility, but avoid keyword stuffing. That’s the practice of overusing certain words or phrases to boost rankings.

Google and other search engines value well-written content that enhances the reader’s knowledge and experience.

You don’t need to skip keywords entirely. Instead:

• Understand your audience’s search intent
• Identify the phrases they use to find services, products or information
• Use long-tail keywords to target specific traffic

For example, rather than using a broad term like “pet boarding,” try something more specific, such as “pet boarding for large dogs” or “pet boarding services in [city name].”

#3: Using Complicated Language and Jargon

You are not necessarily your target audience, so be mindful of how you use industry-specific terminology. It’s important to show your expertise, but not at the expense of clarity.

Using simple, concise language helps reduce confusion, especially for readers who are early in their research process. If jargon is necessary, provide a definition or context to help your audience better understand it.

To simplify your writing:

• Use short sentences
• Write in active voice
• Cut unnecessary words

#4: Neglecting Proper Format and Structure

Online content without the proper format or structure is like giving a map with no symbols. Organize your content to guide your audience through your message and keeps them engaged.

To improve structure and readability:

• Use heading tags (H1, H2, H3) to separate your title and subheadings
• Break up text with bullet points to explain processes, highlight benefits or separate ideas
• Use bold text to emphasize key information

A clean, logical layout makes your content easier to scan and more enjoyable to read.

#5: Forgetting a Call-to-Action

What do you want your audience to do after reading your content? The answer will help you develop your call-to-action (CTA).

A strong CTA will encourage your readers to take the next step in their buyer’s journey. That could mean:

• Purchasing a product
• Subscribing to a newsletter
• Following your blog
• Filling out a contact form
• Requesting more information

A clear and compelling CTA can turn passive readers into engaged leads.

#6: Failing to Proofread and Edit

Your first draft is rarely your best product. Careful editing can make or break your content. Once your ideas are on the page, take the time to review your writing with a critical eye.

Focus on:

• Spelling and grammar
• Message clarity
• Consistency of tone
• Logical flow and organization

Read through your content several times, focusing on one aspect of the writing during each review. When possible, ask someone else to review the content as well to offer suggestions and catch mistakes you may have missed.

Curated Written Content from an Expert Digital Marketing Agency

Connect with your customers, share ideas and inspire action with clear, strategically written content.

TouchStone Digital is a digital marketing agency that specializes in content production. We work closely with you to understand your business and your audience, then craft impactful copy that drives results.

Call 419-299-9000 or send us an email to get started.