The six crucial mistakes to avoid when developing a content marketing strategy that delivers sales results

18 June 2025

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Louis Eksteen

Twisted Toast Digital, located in Johannesburg with growing presence in Cape Town and KwaZulu-Natal, offers top-tier marketing solutions such as creative advertising, SEO, website development and generative AI search optimisation.

At Twisted Toast Digital, we’ve seen one thing time and again: content can either quietly waste your marketing budget… or drive real business growth.

The difference?

Strategy.

More specifically, a content marketing strategy designed to deliver sales – not just likes, pageviews or awards. And while there’s no perfect formula, there are definitely common mistakes that get in the way of success.

Here are the six big ones to avoid – and how we help our clients get it right.

1. Starting without a clear business objective

Creating content without linking it to a real goal is like setting sail without a destination. If your content isn’t aligned with what your business is actually trying to achieve – whether that’s generating leads, increasing conversions or building brand trust – it won’t matter how clever it is.

What we do differently:
We start with a clear strategy, aligned with your business objectives. Every idea, every asset, every campaign is designed with outcomes in mind.

2. Talking too much about yourself

One of the most common content traps is the “me, me, me” approach – endless content about your business, your products, your features. The problem? Buyers care about their problems, not your offering.

What we do differently:
We develop content that speaks to your customer’s world. Their needs, questions, aspirations and frustrations. Then we position your brand as the smart, trusted solution.

3. Lacking a clear customer journey

Great content doesn’t just attract attention. It moves people – from interest to action. Without a mapped journey that considers every stage of the funnel, you’ll miss key opportunities to convert.

What we do differently:
Our content strategies cover the full journey – from awareness and education to lead generation, nurture and conversion. We create structured, sequenced content that supports your sales process.

4. Creating content without consistency

Posting once in a while, when you remember, is not a strategy. It’s digital wallpaper. Content that delivers sales results needs to be consistent, structured and well-planned – across all platforms.

What we do differently:
We offer ongoing content planning, production and management. Whether it’s monthly thought leadership, blog articles, social media or email content – we keep the pipeline flowing and the messaging sharp.

5. Neglecting SEO and GEO (Generative Engine Optimisation)

You might have amazing content, but if no one can find it, what’s the point? Traditional SEO still matters, but the rise of generative AI has added a new layer: content structure, clarity and intent must now appeal to both algorithms and AI prompts.

What we do differently:
We write for people and search engines. Every piece of content is optimised with natural keyword flow, question-led structure and GEO best practices to help your brand show up in both search and AI-generated results.

6. Failing to measure performance and adapt

If you’re not tracking what’s working – and what’s not – you’re just guessing. Without performance analytics and content-specific metrics, your strategy stays static while your audience moves on.

What we do differently:
We use data to guide improvements. From engagement metrics to conversion tracking, we monitor content performance and adjust strategies for better results over time.

Great content starts with a smart strategy

At Twisted Toast Digital, content marketing is one of our superpowers. We combine strategy, storytelling, design and digital thinking to create content that moves people – and drives sales. Whether you’re building brand equity, launching a new product or nurturing leads, we’re here to make your content work harder.

Ready to stop making these mistakes – and start seeing results?