Pitfalls That Can Kill Your Content Marketing:
For all the value and power that content can add to your brand, it can kill you too.
Many brands are guilty of poor content marketing and try to alienate potential customers and readers. Let’s take a look at the downsides of content marketing and see how you can avoid the pitfalls that can kill your brand.
Autumn 1: has more personality
The connection between your content and your brand is not clear or unrecognizable in the different channels that your content offers.
Failing to match points to brand your content to viewers, regardless of channel, can have a lasting negative effect. Audiences want consistency in their lives and just won’t join brands that aren’t consistently omnichannel.
How can you avoid this?
Develop a style guide to avoid confusion in branded content. Help the content creation team create content for your website, share it on social media, YouTube channels, and all other tactics in between.
Style guides provide visual content, tone and voice, structure, spelling and grammar, labels, fonts, and more.
You can create separate tabs for your visual and editorial components or one giant tab that contains everything. Be sure to clearly define the sections of the manual so that your team can easily access the page they need.
Wolf Circus Jewelry is very careful to maintain consistency between content and avoid different personalities within the brand. Your style guide starts by defining the brand and its mission. Including this information will help your content creation team understand why. It also helps them keep the brand’s mission and message in mind and incorporate it into every aspect of the content.
You can see how the company sends instructions to content creators at these help pages:
The more comprehensive the style guide, don’t panic (it won’t take 200 pages), the better the team’s position to create a recognizable brand that connects no matter where your content is viewed.
Autumn 2: Follow Pinocchio’s example
Many content creators don’t do their research. They copy the numbers from another site that has already published the statistics.
I can’t tell you how many times I’ve found erroneous, outdated, or just plain false statements or statistics in articles posted to my blog by potential guest writers.
If you follow content that is difficult, to tell the truth, you can quickly lose the trust of your followers.
Think about it. You tell someone to do something to grow their business, but your recommendation is based on false statistics. That person then takes the action you suggest, fails, and loses a lot of money.
They will likely review your recommendation and, if they dig a little deeper, discover that what you said is based on false information. Tree. The trust is gone.
It doesn’t stop there. That person can start telling people about their experience. It is said that you destroyed their business through negligence and your reputation is damaged.
How can you avoid this?
Be sure to include advice or information in your content:
• It is needed
• It really works
• Is up to date
• Does not come from dubious sources
• Not controversial
Don’t list stats that are currently too old to be useful or that you can’t verify from the original source. And you definitely shouldn’t call them “experts” they aren’t.
Fall 3: Block all your content
When businesses create content, they ask the reader or viewer to enter or provide personal information to access it. Creating an obstacle to any content limits its impact.
Using most of your content without barriers will help you attract and retain your followers, fans, and customers. If we encounter a problem, we want to respond quickly. We want the answer to be easily accessible.
Do not get me wrong, closed content is important to build your pipeline, generate leads, and sign up for more things like your newsletter. Blocked content can be a great way to generate business and even build relationships so you can stay connected through things like personalized emails.
But if all your content is protected, your audience will be annoyed. Your content competitor is probably a click away and offers comparable value without asking for anything in return.
Fall 4: forget to close it
Marketers block some of their most valuable content (e-books, white papers, demo videos, etc.) and ask for a few simple, non-monetary things to open the gate.
They want the recipient’s contact information to supplement their email pipeline or database. So they forget to block this personal information.
Your brand can have serious problems if hackers get data that visitors trust. No matter how good and valuable the content is, even if it helps new customers or solves a big problem if their personal information is stolen, your brand will be in trouble.