Featuring insights from Meagan Nixon, CEO & Founder of Big Fish Marketing, and Josh Chase, Director of Digital Strategy
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In a world flooded with content, just hitting “publish” isn’t enough. Businesses often invest time, money, and creative energy into content marketing—only to find that it’s not generating leads, driving traffic, or making any measurable impact.
So, why do so many content strategies fail?
We sat down with Meagan Nixon, CEO and Founder of Big Fish Marketing, and Josh Chase, the agency’s Director of Digital Strategy, to unpack the common missteps—and how to build a content plan that actually delivers.
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🚫 Mistake #1: No Clear Goal or Strategy
“A lot of businesses treat content as a checklist rather than a strategic tool,” says Meagan Nixon. “They’re creating because they think they should, not because they know what they’re trying to accomplish.”
Without defined goals—whether it’s to drive website traffic, boost conversions, or build brand authority—content can easily become directionless.
Fix It: Start by identifying your core objective and work backward. Is the goal lead generation? SEO visibility? Audience education? Align your content themes and formats to that goal, and let data guide your decisions.
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🧍♂️ Mistake #2: Not Knowing Your Audience
“Content that tries to speak to everyone usually speaks to no one,” says Josh Chase. “We see a lot of businesses putting out generic content that doesn’t reflect the specific needs or language of their ideal customer.”
If you don’t deeply understand who you’re speaking to, your message will never land.
Fix It: Develop audience personas. Get specific about demographics, motivations, pain points, and decision-making behavior. Use surveys, customer interviews, and analytics to inform your tone, topics, and timing.
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🔁 Mistake #3: Focusing on Volume Over Value
Many businesses think success lies in how much content they produce rather than how effective it is.
“You don’t need to publish three blogs a week to win at content,” says Nixon. “You need to publish the right content, at the right time, for the right person. Quality always wins over quantity.”
Fix It: Prioritize creating high-value, evergreen content that solves real problems. Build a content calendar based on search intent, customer journey stages, and performance data—not just frequency.
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📉 Mistake #4: Ignoring SEO Fundamentals
“If you’re not optimizing for search, you’re missing the long game,” explains Chase. “Great content still needs to be discoverable. That means research, structure, and intent-based keywords.”
Neglecting SEO means your best content could stay hidden, no matter how good it is.
Fix It: Invest in keyword research, use clear headlines and meta descriptions, structure your content with headers, and keep technical SEO clean. Tools like Semrush or Ubersuggest can be a game-changer, even for beginners.
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🚪 Mistake #5: No Clear Next Step (Lack of CTAs)
Even if your content is amazing, it won’t convert if users don’t know what to do next.
“We see fantastic blog posts that just… end,” says Nixon. “There’s no link, no lead magnet, no contact button. That’s a wasted opportunity to move your audience closer to action.”
Fix It: Every piece of content should have a clear call to action (CTA)—whether it’s subscribing to a newsletter, downloading a free guide, or booking a consultation.
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🧪 Mistake #6: Not Testing, Tracking, or Adapting
“Content strategy is not a one-and-done deal,” says Chase. “It’s a living system. If you’re not testing formats, reviewing metrics, and evolving, you’re going to fall behind.”
Fix It: Use tools like Google Analytics, Hotjar, and social insights to track engagement, bounce rates, and conversion paths. Create a feedback loop to refine your topics, style, and formats based on real-world performance.
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✅ Final Thoughts
“A winning content strategy isn’t about doing more—it’s about doing what matters,” says Nixon. “It’s about alignment, intention, and adaptability. When those are in place, content becomes one of the most powerful tools in your marketing stack.”
Whether you’re just starting out or ready to revamp your current content plan, avoiding these pitfalls can put your business on the path to content that not only gets seen—but gets results.
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Need Help Fixing Your Content Strategy?
At Big Fish Marketing, we help businesses turn scattered content into a strategic growth engine. From content audits and SEO to calendar planning and campaign execution, our team can help you create content that connects and converts.
📩 Contact us today to get started.
