7 Common But Avoidable Content Problems (And How to Fix Them)
7 min read

7 Common But Avoidable Content Problems (And How to Fix Them)

Content Marketing
Jun 2
/
7 min read


Ever feel like you might be doing something wrong with your content but not sure exactly what? I’ve made loads of mistakes so today I’ve gathered 7 of the most common content problems and how to fix them.

Enjoy!

1. You know how to make great content but can’t seem to find the perfect client or employer who just “gets it”

⏰ TL;DR: It’s not about luck. It’s about vetting job opportunities before you sign up and taking time to educate others so they can get it. Work with coachable people.

In-Depth Explanation
I was once hired to be a social media manager when in reality my employer wanted a web developer and wardrobe assistant for a movie set. If I had more experience (and confidence) back then, I would have known to interview my interviewer better.

Sometimes people who hire try to self-diagnose what they need. And often they’re right. They do need who they think they need to hire.

But other times they get it totally wrong.

You as the expert can diagnose what kind of help they need. And even more importantly, you can decide if they are coachable. Ask questions to find out:

  • how educated they are
  • how they deal with hearing and trying ideas that challenge theirs
  • ask them about their biggest challenges in the business as a whole


2.
You think you’re making content that’s just as good as content you admire. But nothing is happening...

⏰ TL;DR: Research your topics and dissect why the top-performing content is there. What makes it good? How can you make your own improved version?

In-Depth Explanation
There was a time where just posting was enough. Even now you can post mediocre content on Reels and it’ll get a lot of views in comparison to other formats that have been around longer on Instagram.

But these things never last. It’s a temporary rush while social platforms push new features in hopes of increasing adoption and retention.

If you chase these things it’s like a drug addict chasing their next high.

To create consistently strong content you need to obsess over dissecting what quality or value means for every topic you cover.

  • What are the topics people want and need?
  • Who’s already dominating coverage about these topics?
  • Why do their individual posts work? How are they structured?
  • What are they missing that you can do better?
  • What are your strengths in terms of the formats you create in? Are you better with written word, video, graphics, etc?

You can then take your findings to build a post that’s better than what’s out there. Post stuff that’s at least 1% better than what’s out there so you don’t become meaningless noise online.

3. Your content is incredible but your engagement rate is terrible.

⏰ TL;DR: Good content is equal parts research/creation + interaction. You have to show love, not just wait to receive love on your posts. Don’t wait. Build relationships and create opportunities to engage.

In-Depth Explanation
Nobody likes hanging out with people who only ever talk about themselves. No matter how shy some of us may be, we all want some recognition at times.

If you post and wait, maybe you will get lucky and get some engagement.

But it would perform better if you also spent time interacting with people you find interesting outside of your posts. And if you do make good content then your name will be mentioned just like you’ll mention people you know, like, and trust.

4. You have good information in your content but nobody is engaging.

⏰ TL;DR: You need to write better (especially that first sentence) and speak your audiences “language”. Or maybe your design is bad. So learn about typography, design basics or hire help.

In-Depth Explanation
There are several reasons this could happen so I’ll just cover the main ones I notice people struggle with.

Bad Writing:
Bad writing makes a good story a boring one. Each sentence needs to invite people into wanting to read the next. Look at your captions, first slides of a carousel, your first 15 seconds of a video and ask yourself - how could you lead with something better?

Language Problems:
This is common with people who only attract other experts and don’t want to. You need to talk to your audience OUTSIDE of the DMs and on a call. You can know their pain points. But that doesn’t mean you’ll know how to paint a picture with content in a way they’ll understand.

Ugly Content:
Your content doesn’t need to be super fancy to be well designed. You can learn some basic principles on the use of color, type, and visual hierarchy to make content that stops the scroll.

But if your content looks like a mess of 37 different hard-to-read whimsical fonts…there’s an issue. Consider either taking a course on the basics so you can build your own templates or hire help if you have the budget for it.

Great design and great marketing need to be treated as inseparable best friends.

5. You’re having a hard time showing up on a bunch of different platforms, there’s too many to keep up!

⏰ TL;DR: Try to do it all and you’ll likely achieve nothing major. Focus on one or two platforms (at first) and you’ll see results.

In-Depth Explanation
Gary Vee said you should make 164 pieces of content and repurpose them in all these different platforms. Anxiety levels be like 📈📈📈

One of the most important lessons I learned in the last year is focus. At work, we post to YouTube and our blog. If I had to also start doing Instagram, TikTok, Clubhouse, Facebook, Pinterest, webinars, courses, etc all around the same time we would lose. It’s too many things to do right at once.


Whether you’re a 1-person team or have a whole team of your own, focus will help you keep your sanity and success. There are too many moving pieces for each content platform that need more attention than humanly possible from a single person or small team.

  1. Pick 1-2 things
  2. Learn how to do them well so they (hopefully) work for you
  3. As you master things, decide if you want and can add more platforms into your content game based on the time, budget, and team size you have at your disposal.

You can’t always afford to adopt the same quantity of platforms as a more established person or brand. But that doesn’t mean you can’t get results with a few platforms now so you can scale later.

6. Your viewer retention rate on YouTube is low but the information is good...

⏰ TL;DR: The first 15 seconds are key. Don’t waste time with fluffy/fancy intros. Be direct and clear about what the viewer will get out of this video.

In-Depth Explanation
You know those YouTube videos with long fancy animated intros? They look really cool and you kinda want one for your own channel. But how does this actually stack up when it comes to audience retention?

Not good (usually).

The whole video needs to be good enough to keep people engaged. But the most important part is the start. If the start doesn’t grab people’s attention, they will not watch the rest. Unlike a blog where people will scan the headings for quick context, people just swipe or click away from videos that are weak in their first 15 seconds.

If your video takes too long to pitch what the viewer will get out of the content then people are more likely to lose interest and click away. Put yourself in your audience’s shoes. They are looking for something specific. Your first 15 seconds should address those specific concerns.

Look at our YouTube channel at VEED, standing at currently over 21,900 subscribers to see how we do this.

For example: let’s say people are searching how to add subtitles to video

I might lead the video with:

In this video I’ll cover how to quickly and easily add subtitles to video with the click of a button using VEED [overlay a graphic on screen with the chapters we will cover]

With this intro, I’m telling you right away that this video satisfies your need but also addresses the objection of time and ease of use by highlighting you can do this with the click of a button.



7. Nobody comments on your YouTube videos. You told them to like, comment, and subscribe.

⏰ TL;DR:
Don’t ask people to comment. That makes them work a lot mentally. Give them a simple this or that type of question. Reduce the friction to interact.

In-Depth Explanation
Imagine you’re on a first date with someone and they’re like “so, tell me about yourself”.

I don’t know about you but I’d be anxious and at a loss for words. My brain would be working hard to try and figure out what exactly I should share. It’s mentally exhausting to make a decision.

But what if instead my date looked me up online real quick and saw I recently posted about having once started a dog sitting business? And so instead my date asks me to tell them more about the time I started the dog sitting business.

This then makes me work less because I know exactly what story I need to tell.

Every post is like a first date. You need to make it easy to talk to you. So rather than asking people to drop a comment, be specific. Give them an idea of what to comment.

For example, if I posted about my favorite content creation tools I could ask which of these 5 tools should I do a full tutorial of?

If this post brought you any value at all I’d love for you to pass on the knowledge. Will you share your favorite takeaway and tag me on Twitter or Instagram? 🥰

- Diana

Diana Briceño

Head of Content at VEED (1st marketing hire and 7th employee). Video content creation lover and passionate about all things content. Documenting my career lessons (and stupid jokes) every week.

7 Common But Avoidable Content Problems (And How to Fix Them)
7 min read

7 Common But Avoidable Content Problems (And How to Fix Them)

Content Marketing
Jun 2
/
7 min read


Ever feel like you might be doing something wrong with your content but not sure exactly what? I’ve made loads of mistakes so today I’ve gathered 7 of the most common content problems and how to fix them.

Enjoy!

1. You know how to make great content but can’t seem to find the perfect client or employer who just “gets it”

⏰ TL;DR: It’s not about luck. It’s about vetting job opportunities before you sign up and taking time to educate others so they can get it. Work with coachable people.

In-Depth Explanation
I was once hired to be a social media manager when in reality my employer wanted a web developer and wardrobe assistant for a movie set. If I had more experience (and confidence) back then, I would have known to interview my interviewer better.

Sometimes people who hire try to self-diagnose what they need. And often they’re right. They do need who they think they need to hire.

But other times they get it totally wrong.

You as the expert can diagnose what kind of help they need. And even more importantly, you can decide if they are coachable. Ask questions to find out:

  • how educated they are
  • how they deal with hearing and trying ideas that challenge theirs
  • ask them about their biggest challenges in the business as a whole


2.
You think you’re making content that’s just as good as content you admire. But nothing is happening...

⏰ TL;DR: Research your topics and dissect why the top-performing content is there. What makes it good? How can you make your own improved version?

In-Depth Explanation
There was a time where just posting was enough. Even now you can post mediocre content on Reels and it’ll get a lot of views in comparison to other formats that have been around longer on Instagram.

But these things never last. It’s a temporary rush while social platforms push new features in hopes of increasing adoption and retention.

If you chase these things it’s like a drug addict chasing their next high.

To create consistently strong content you need to obsess over dissecting what quality or value means for every topic you cover.

  • What are the topics people want and need?
  • Who’s already dominating coverage about these topics?
  • Why do their individual posts work? How are they structured?
  • What are they missing that you can do better?
  • What are your strengths in terms of the formats you create in? Are you better with written word, video, graphics, etc?

You can then take your findings to build a post that’s better than what’s out there. Post stuff that’s at least 1% better than what’s out there so you don’t become meaningless noise online.

3. Your content is incredible but your engagement rate is terrible.

⏰ TL;DR: Good content is equal parts research/creation + interaction. You have to show love, not just wait to receive love on your posts. Don’t wait. Build relationships and create opportunities to engage.

In-Depth Explanation
Nobody likes hanging out with people who only ever talk about themselves. No matter how shy some of us may be, we all want some recognition at times.

If you post and wait, maybe you will get lucky and get some engagement.

But it would perform better if you also spent time interacting with people you find interesting outside of your posts. And if you do make good content then your name will be mentioned just like you’ll mention people you know, like, and trust.

4. You have good information in your content but nobody is engaging.

⏰ TL;DR: You need to write better (especially that first sentence) and speak your audiences “language”. Or maybe your design is bad. So learn about typography, design basics or hire help.

In-Depth Explanation
There are several reasons this could happen so I’ll just cover the main ones I notice people struggle with.

Bad Writing:
Bad writing makes a good story a boring one. Each sentence needs to invite people into wanting to read the next. Look at your captions, first slides of a carousel, your first 15 seconds of a video and ask yourself - how could you lead with something better?

Language Problems:
This is common with people who only attract other experts and don’t want to. You need to talk to your audience OUTSIDE of the DMs and on a call. You can know their pain points. But that doesn’t mean you’ll know how to paint a picture with content in a way they’ll understand.

Ugly Content:
Your content doesn’t need to be super fancy to be well designed. You can learn some basic principles on the use of color, type, and visual hierarchy to make content that stops the scroll.

But if your content looks like a mess of 37 different hard-to-read whimsical fonts…there’s an issue. Consider either taking a course on the basics so you can build your own templates or hire help if you have the budget for it.

Great design and great marketing need to be treated as inseparable best friends.

5. You’re having a hard time showing up on a bunch of different platforms, there’s too many to keep up!

⏰ TL;DR: Try to do it all and you’ll likely achieve nothing major. Focus on one or two platforms (at first) and you’ll see results.

In-Depth Explanation
Gary Vee said you should make 164 pieces of content and repurpose them in all these different platforms. Anxiety levels be like 📈📈📈

One of the most important lessons I learned in the last year is focus. At work, we post to YouTube and our blog. If I had to also start doing Instagram, TikTok, Clubhouse, Facebook, Pinterest, webinars, courses, etc all around the same time we would lose. It’s too many things to do right at once.


Whether you’re a 1-person team or have a whole team of your own, focus will help you keep your sanity and success. There are too many moving pieces for each content platform that need more attention than humanly possible from a single person or small team.

  1. Pick 1-2 things
  2. Learn how to do them well so they (hopefully) work for you
  3. As you master things, decide if you want and can add more platforms into your content game based on the time, budget, and team size you have at your disposal.

You can’t always afford to adopt the same quantity of platforms as a more established person or brand. But that doesn’t mean you can’t get results with a few platforms now so you can scale later.

6. Your viewer retention rate on YouTube is low but the information is good...

⏰ TL;DR: The first 15 seconds are key. Don’t waste time with fluffy/fancy intros. Be direct and clear about what the viewer will get out of this video.

In-Depth Explanation
You know those YouTube videos with long fancy animated intros? They look really cool and you kinda want one for your own channel. But how does this actually stack up when it comes to audience retention?

Not good (usually).

The whole video needs to be good enough to keep people engaged. But the most important part is the start. If the start doesn’t grab people’s attention, they will not watch the rest. Unlike a blog where people will scan the headings for quick context, people just swipe or click away from videos that are weak in their first 15 seconds.

If your video takes too long to pitch what the viewer will get out of the content then people are more likely to lose interest and click away. Put yourself in your audience’s shoes. They are looking for something specific. Your first 15 seconds should address those specific concerns.

Look at our YouTube channel at VEED, standing at currently over 21,900 subscribers to see how we do this.

For example: let’s say people are searching how to add subtitles to video

I might lead the video with:

In this video I’ll cover how to quickly and easily add subtitles to video with the click of a button using VEED [overlay a graphic on screen with the chapters we will cover]

With this intro, I’m telling you right away that this video satisfies your need but also addresses the objection of time and ease of use by highlighting you can do this with the click of a button.



7. Nobody comments on your YouTube videos. You told them to like, comment, and subscribe.

⏰ TL;DR:
Don’t ask people to comment. That makes them work a lot mentally. Give them a simple this or that type of question. Reduce the friction to interact.

In-Depth Explanation
Imagine you’re on a first date with someone and they’re like “so, tell me about yourself”.

I don’t know about you but I’d be anxious and at a loss for words. My brain would be working hard to try and figure out what exactly I should share. It’s mentally exhausting to make a decision.

But what if instead my date looked me up online real quick and saw I recently posted about having once started a dog sitting business? And so instead my date asks me to tell them more about the time I started the dog sitting business.

This then makes me work less because I know exactly what story I need to tell.

Every post is like a first date. You need to make it easy to talk to you. So rather than asking people to drop a comment, be specific. Give them an idea of what to comment.

For example, if I posted about my favorite content creation tools I could ask which of these 5 tools should I do a full tutorial of?

If this post brought you any value at all I’d love for you to pass on the knowledge. Will you share your favorite takeaway and tag me on Twitter or Instagram? 🥰

- Diana

Diana Briceño

Head of Content at VEED (1st marketing hire and 7th employee). Video content creation lover and passionate about all things content. Documenting my career lessons (and stupid jokes) every week.