Christopher B. Jones is a serial entrepreneur and investor. Kris is the founder of 2020 SEO Agency of the Year Finalist LSEO.com.

Digital marketing is a difficult problem, even for large companies. The Internet is an ever-changing landscape of apps and algorithms, a wilderness filled with endless possibilities and endless challenges.

Even as things change, there are some pitfalls that remain an ever-present threat, regardless of the size of your business. But evergreen problems have some evergreen solutions.

Here are some of the biggest digital marketing mistakes even enterprise businesses make, and what you can do to avoid them.

If you want to be successful, you need a game plan. period.

This is true for any kind of business involved in digital marketing, but it’s especially important for enterprise businesses. The biggest mistake an entrepreneur makes when tackling his digital marketing strategy is assuming “build it and they will come.”

The truth is that if you just build it, it sits there and does nothing. , no one will notice or care.

So ask yourself: how are you going to do that? What is your marketing budget? What are your long-term goals? What kind of image do you want to create for yourself? What kind of audience do you want to appeal to? Last but not least, how will you reach that audience? Answering these questions is how you start developing your game plan.

Dating back to ancient history⁠—1996 A.D.—the title of an essay written by Microsoft founder Bill Gates has become the unofficial motto of digital marketing professionals ever since. “Content is King.” In it, Gates said:

If you’re expected to put up with turning on your computer and reading the screen, you need to provide detailed and very up-to-date information that you can freely explore. You need audio and possibly video.

He was right then and he is right today. What sets digital content apart from traditional marketing formats is its interactivity and multimedia capabilities. Creating impactful content requires the use of hyperlinks, images and timely information. Otherwise, it’s simply not up to snuff.

However, that doesn’t mean you should start removing old or poorly performing content. This can completely mess up your SEO.

Think of your digital marketing strategy as a building. Content is the beams and bricks that hold everything together. Just because a part is rusty or cracked doesn’t mean it should be removed. It just undermines the integrity of the entire structure.

Please update that information instead. Refine your keywords. Add multimedia elements. Think about how to update old content and breathe new life into it.

As with the previous point, when it comes to digital marketing content, let’s talk quantity versus quality. If your business is growing, so should your digital marketing. If your online presence is shrinking, perhaps due to less content production, it’s likely a sign that something is wrong.

That said, more content doesn’t automatically translate to better marketing. Especially not if that content is of poor quality.

However, the biggest thing that low-quality content overlooks is relevance. Too many new enterprise businesses are trying to cheat the system by flooding the internet with offsite content with lots of backlinks. They think that having more intangible backlinks behind them will help boost their search rankings, so they cut corners to create as much content as possible.

The idea that links trump content is a common SEO myth. Search engines not only record the number of times a website has been linked to, but also the context in which that link appears. This includes the credibility of the linked site/page, how relevant users find information, and how natural or unnatural the placement of the link within the content is.