Mistakes in Content Marketing
Healthy relationships with coworkers, friends and family members require regular, two-way conversation. Successful content marketing also requires this type of communication to promote a business. This is a delicate balance, and many people with jobs in copywriting tend to repeat the same basic mistakes.
Incessant Brand Promotion
Some businesses actively promote their brand in every single blog post. This approach provides little value to readers and will cause them to look elsewhere for information. If the internet is a cocktail party, these are the multi-level marketing drones who sweat desperation and can't chat for five minutes without steering the conversation toward the almighty program. Can you blame anyone for making a quick escape?
A better strategy involves providing content that interests your audience, even when it doesn't directly promote your brand. Listen to your audience to determine what they're talking about and tailor your content to fit their interests. It's all right to provide promotional content occasionally, but you need to avoid the appearance of self-importance. Build an audience that will want to hear what you're selling today.
Other common mistakes in content marketing include posting content infrequently. Website visitors have a short attention span and will quickly visit other sites if you fail to publish new content on a regular basis. Visitors may also assume that your blog is no longer active if you suddenly stop posting. A dead blog will make your customers think you've stopped caring.
You must strive to remain a strong presence within your industry by consistently publishing new content. Create a schedule for posting new content and stick to it. You need to post at least one blog each week, although your blog will typically be more effective with two to three weekly posts. Really, any regular schedule is okay so long as it's adhered to consistently.
Posting Too Often
Publishing blog posts too frequently can be just as detrimental to your content-marketing efforts as not posting often enough. Effective content marketing is more than just a competition to see how much material you can publish, since this will make it difficult for your readers to identify the material that has value for them. Space out your content to avoid overloading your readers with information and remember that content marketing is about adding value, not words.
Poor content includes content with generic content, an uninteresting subject, keyword stuffing (a noxious writing style geared toward search engines rather than humans), or good old-fashioned bad writing. Posts of poor quality will quickly bore your audience and cause them to leave your blog. Creating quality content may require you to hire professional content providers who make their living by writing blog posts. An e-book that's rich in content and has a professional appearance can be an excellent method of providing good content. A YouTube video with a professional look and a striking presentation can also draw interest.
Posting the same content that you have previously posted is also a sure way to lose your readers attention. You must say things that no one else is saying to be truly successful at content marketing. Look at other posts on your subject and write a new article with a unique spin, rather than just repeating the same facts. You can also add value to your content by creating a new context.
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Emmet M is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.
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