Seven Basic Ways To Avoid Failing Online Content Marketing
Seven Basic Ways To Avoid Failing Online Content Marketing
No doubt The marketing trend of the year is content marketing, and may be you’ve probably been busting your hump to push out blog posts and other content as fast as you can. Now you have an inventory of content, but for some reason it just won’t take off. You aren’t alone in this, and don’t beat yourself up.
Instead, start with an objective review of what content is working and what is not. But before you audit your own work, make sure you know what to dig for. There are many ways to succeed or fail at content marketing. Let’s look at some of the most common ways to fail at content marketing and how you should re-evaluate.
1. The Overuse of Buzz Words
Most corporate types take pride in using popular marketing buzz words. While that might be fine for in-house meetings, unless you are targeting people just like you it is important to limit marketing buzz words this way.
Having marketed to a variety of audiences, I found that most of them are turned off by buzz speak. It is especially crucial to avoid them if you target IT , engineers, pros, or other technical audiences, lest you open yourself up to mockery. Now What do I mean by marketing buzz words? Here are six of the biggest annoyers.
- Game Changer
- Think Outside the Box
- Leverage (used as a verb)
2. The( Being a Know-it-All)
One thing people hate the most, it’s a know it all. Don’t take me wrong! This isn’t a condemnation of being smart or an expert in your field. If you are knowledgeable in a particular subject, most of readers are completely open to your thoughts and expertise.
But There is a big difference between being smart and being haughty. You can easily embrace or alienate readers with the wrong tone or word usage.
I’m always amazed to read blog posts that stake a claim to a point (good), and turn around to say “I dare you to challenge me on it” (not a good philosophy). But Instead, make your point but stay open to opinions and information from others.
sometimes I write posts aimed at striking down fallacies, but always including a disclaimer that “if you know something I do not, I’m all ears”. I always respect a writer who is willing to reconsider their stance if presented with a good counterargument. It shows that they are more interested in getting it right than being right at all times.
Always Feel free to educate your readers, but avoid insulting them. That should be a natural common sense
3. The Making of Big Claims Without a Proof
To me, the greatest things about content creation is that you get to soapbox. Opinions are great, but as the old adage goes, everybody has one. Readers want more proof than one person’s gut instinct, Right?
The Proofs can come in different formats. Of course, there is always good old fashioned data. If you can link to market research or other sources with real data supporting your opinion, you automatically build credibility. No data available? Share your own experiences learned through trial and mistakes.
The only issue with this approach: some readers don’t care about data. In those circumstances, try using social proof for replacement.
Social proof? What is it? Similar to word of mouth, social proof is where you provide other expert opinions supporting your point. Social proof works wonders when hard data is not enough to do the job!
4. The Writing “Me Too” Content
One of my colleagues struggles to come up with good blog topics. This is a common problem to many, as evidenced by a long list of posts on the topic. We’ve gone around and around about what he should do. He decided to adopt the “me too” approach. He prefers to look at what others are writing about and use the same topics.
Yes this is a reasonable way to generate ideas, but I caution him not to steal and repackage the ideas. There’s nothing worse than getting a pingback, only to find a post paraphrasing the original content.
Yes Piggyback the topic, but make it your own. Say something unique, or provide a new perspective. Consider taking the opposite position to the original. Think point / counterpoint here, and link back to the original to share the credit.
No matter what you do, try to make it original. There’s too much content out there to rehash good ideas, unless your goal is to be remarkably the no one.
5. The Failure To Provide A Coherent Thought
Have you ever read a post or article, only to find that you have a clue what point they were trying to make? Everyone is short on time. If you want them to read and share your content with their social networks, try to at least make one impactful point.
But there are two ways to miss the mark here:
A- make sure you cover all of the salient details to support whatever you want the reader to understand. While short blog posts are easy to read, don’t just glaze the surface and get out. Try to dig deeper and build a coherent story that make sense.
B- don’t shoot for 2500 words without honing in on at least one important conclusion. It always helps to outline the material before writing body copy. Start by focusing on your most important idea(s), and build your content around it.
The length of content is never a matter to be effective. The word count doesn’t necessarily drive engagement; it’s how you make the reader feel and react. Be sure they walk away with a clear understanding of your main take.
6. Writing About The Same Boring Thing
In the middle of the growing impact of social factors on ranking and Google’s adoption of Authorship, it has become important to establish individual expertise. The more you write about, discuss, and share content on your key topics, the more Google will associate you with what you write.
Yes it starts to makes sense to build that foundation of expertise, but be careful not to get myopic. My colleague Jack muheidat is a great example of someone who does this well. Jack focuses one hundred percent on Facebook strategy and marketing. This is a narrow topic, but he keeps his content fresh and unique at all times.
Jack runs the gamut of topics on Facebook and a couple of other social media sites. Constantly interviewing folks who have done unique things on the platform, covers different ways to handle metrics, dives into Facebook advertising from multiple angles, analyzes how to set budgets for Facebook marketing, covers changes to Facebook terms of services, and offers advice on the latest ideas for promoting on Facebook and other.
To have a theme is a great idea, it helps you build trust with your audience and shows you are an expert in your topic. But make sure to cover that theme from a variety of angles. There’s nothing worse than digging into a blog’s archives to find 10 versions of the same content, all repackaged around new keywords as an SEO trick.
7. The Lacking Personality
You want your content to be engaging and interesting?, don’t be afraid to inject your own personality into it. Many companies fall into the trap of writing in corporate speak or avoiding personality altogether. You are more likely to be ignored.
I do get it. style guides, Branding guidelines, direction on what voice to use, and similar tools are a fact of life for medium-to-large businesses. Standards matter with large, geographically distributed teams.
But At the same time, there’s no reason to take away all of the sizzle by keeping everything anonymous. Try to Let your team members be who they are. And For smaller blogs with one author, there’s no excuse for lacking personality. Always Be yourself. Blog in your own voice. And most of all, connect with the audience, even in the comments. People like to read content by writers they like. Why not be that one.
My final words
There it is, the most common content failure points, If you find yourself caught up in any of these them, take no time to tackle it.
Hope this was of a great help, for further assistance please feel free to write me using the comment box below- visit the home page to learn more on how to master the online world.