Content marketing can do wonders for your business — if you get it right.
Here are 10 common mistakes and how to avoid making them.
1. Your content is boring.
You may think your industry seems boring, or that your products are mundane. But your content doesn’t have to be.
Be creative and think about your market. What interests them? What motivates them? How could that spark a discussion or inspire people to get involved?
Maybe you have an inspiring story to tell, a question to ask or a crazy challenge to set.
Once you’ve done your bit, think about how other people could get involved. They could respond in writing, make something creative, take a photograph or produce a video.
2. Your content doesn’t relate to your brand.
Your brand is what you’re promoting here and it should be at the heart of all your content marketing.
When you’re creating your content, think about:
- The way it looks — follow a consistent visual style
- The way it sounds — use a consistent tone of voice
- The subject matter — make sure it’s relevant.
3. Your content has spelling or grammatical errors.
Spelling and grammar errors make your work look unprofessional. And you don’t want your main engagement to be from people pointing out your mistakes.
Always double-check your work before you publish it.
If writing isn’t your thing, you could consider doing something else, like producing a video, photo post or meme.
4. Your content doesn’t offer any value.
When planning your content, you need to think about what’s in it for your audience. If there’s no value for them, why should they bother reading it?
Produce content that inspires them, teaches them something, entertains them or involves them.
For example, you could:
- Answer one of your frequently asked questions in detail
- Write a case study on a customer who has successfully used your product
- Show them some tips and tricks, or a new way to use your product
- Set a challenge involving your product that people can participate in.
5. Your content isn’t original.
Plagiarising content from another website is a bad idea.
Aside from the copyright issue, Google will be able to tell if your content is duplicated — even if you’ve rewritten it in your own words.
To avoid duplicating content, think about what makes your brand different or interesting and try to use this in your content marketing.
6. Your content is difficult to read.
Reading from a screen is more difficult than reading print on paper. And a solid wall of text can be daunting and off-putting to your audience.
Make it easy to read by:
- Using short paragraphs
- Varying the length of your sentences
- Giving each section a relevant heading.
7. Your content doesn’t get to the point.
There’s nothing worse than reading a long article, or watching a lengthy video, getting to the end and wondering what the point was.
The easiest way to avoid this is to spoil the ending: start with the point you want to make, then use the rest of the article to explain it.
When your content is written, sleep on it and look at afresh the next day. This should give you the distance you need to edit it effectively and remove any excess waffle.
8. Your content isn’t appropriate for your audience.
Your content needs to be suitable for your market. It needs to speak to them using the right tone of voice and engage them in an appropriate way.
For example, if your main market is retired, middle-class men, then a selfie challenge might not be an appropriate form of content marketing.
But if your market is 30—45-year-old professionals, these people might have young families and there could be a chance to involve them in something more fun.
9. Your content is purely your opinion.
To create the kind of valuable content that will be useful to your audience, you have to put the work in. And that means doing your research.
If you’re making claims, you need to substantiate them with evidence.
If you haven’t done your research, your content won’t carry any weight and all you’ll actually be doing is presenting your opinions as facts.
10. Your content isn’t accessible.
There’s no point in spending time creating great content if your audience can’t find it.
Make it search-engine-friendly by titling blog and YouTube posts with a relevant heading that uses the right keywords.
Promote or run your post on social media and generate a hashtag, if appropriate.
If online methods don’t engage your target audience, you could send out your content via email, or as printed material in the post .
Do you need help with brand-friendly content marketing?
I am an experienced copywriter with lots of good ideas that could help you launch a winning content marketing strategy.
To find out more, please contact me.