When content marketing is done right, it makes everything easier – sales, fundraising, you name it. Unfortunately, when done wrong, your audience can get frustrated and cause irreparable damage to your brand.
Striking the right balance between promotion and storytelling is tricky, but important.
With that in mind, here are 3 content marketing mistakes you should avoid.
Spending Too Much Time Promoting
We all want to have our product or service in the first paragraph or even the headline – however, the whole point of content marketing is to earn the trust of the readers.
The average person sees thousands of ads per day, so the last thing they want to do when they open a story is to be fed another sales pitch.
Finding the right balance between promotion and storytelling can be tricky. However, there is a way to show off your brand without being overly promotional and irritating your audience.
When writing, take care to avoid language that actively encourages readers to buy something. You should not be writing to sell – you should be using your writing to talk about the problem you are solving. You’re the expert, so write like it. Use your expertise to inform your audience, and make them leave with more knowledge than they came in with so that they’re interested in your solution.
Not Considering Your Audience
When creating content, you must always think about to whom you’re speaking and what you want them to take away from the content.
Consider who you want to use your product or service and think about what questions they may have during their decision making process. This is a good place where marketing and sales can work together. Ask your sales staff what do they find themselves explaining to customers most often? What are the barriers that they’ve encountered?
Take this information and craft it into a piece that answers the questions organically and conversationally.
Making Content Too Long
Human beings are simple: they don’t like to pay attention for very long. Make sure that what you’re delivering provides the right amount of information so that your readers feel satisfied and have learned something. Don’t inundate readers with information – give them content that sticks with concise copy and colorful language.
There’s no one “right” length for content. Focus instead on quality. If the subject you’re covering requires you to go into more detail, then let that be a piece of longer-form content — maybe even a new piece of marketing collateral.
There’s also no one “right” way to execute a content marketing strategy. Consider working with an agency with a content marketing specialty to build out your program and get your messaging placed in key media outlets.