Nice article taking on content marketing mistakes primarily from an SEO standpoint. While some purists will argue that we should write naturally for the reader and not the search engine the truth is that a blend of both is best to maximise results. In depth keyword research is an essential skill help identify areas of opportunity and find those nuggets of keyword gold to put you on the right track.
It’s astonishing how many content creators don’t undertake keyword research at all, instead going by gut feelings and instinct. They don’t map out a topic to uncover all the relevant keywords. They use guesswork and random brainstorming to find some relevant phrases and trust that that is good enough. But if your content strategy is not based on real data from thorough research, it’s not going to perform to its potential.