- June 17, 2015
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These Five Content Marketing Mistakes Are Costing You Customers
Any successful integrated marketing strategy these days must include content marketing relevant to your customers and their needs. However, too many companies are simply posting tired ideas available anywhere or scrimping on quality, according to Michael Georgiou, writing for SteamFeed.
The chief marketing officer and cofounder of a web and app development shop hears content creators saying that coming up with original content ideas is the most-difficult part of their jobs: “Once they get their hands on a fantastic idea, content creation gets simpler, but does it really? Is the process really that seamless, after content ideation? The truth is that it isn’t.”
It’s not easy because content creators are making the same mistakes repeatedly, Georgiou says. He outlines five missteps that could destroy your content ideation.
An Idea Does Not Work in Isolation. Ideas are great, but execution is more important. Once you’ve developed a list of content ideas, ask yourself if you or your company can tap resources to write high quality, engaging content.
Georgiou recommends forming a team of content creators.
“A great idea must be backed by an expert team of creators who can breathe life into this idea through words and visuals, and marketers who can leverage the potential of this idea to the hilt,” he advises.
If you need ideas about how to coax content producers into churning out their best work, our post, “The Care and Feeding of Content Producers,” spells out how to manage any creative team effectively. (Hint: You’ll need a lot of coffee.)
Ignoring Research. As a subject matter expert, you probably have your share of opinions. However, when documenting these opinions, you must back up your ideas with third-party research. Data speaks to target audiences in ways personal views can’t and even helps you tell brand stories better.
As Georgiou explains, “It’s important to remember that good ideas demand research. Think of your content as the butterfly that emerges from the chrysalis of an idea. Research acts as a catalyst for this transformation and emergence. You ignore research at your own risk.”
Lack of Fresh Insights
Georgiou warns against adopting a “me-too” approach to content. If your content is too similar to other assets published by other experts or competitors, your integrated marketing efforts will lose credibility, and your brand will suffer.
But how can you be certain you’re publishing fresh insights?
“One of the demarcations of bad content is lack of personal insights,” Georgiou explains. “So don’t take that route. Make sure you understand the ins and outs of the topic you have identified for your content piece so that you can approach it with a fair degree of confidence.”
Remove Your Text-Tinted Glasses. When developing a content calendar, mix it up. Your content should take a variety of forms, including infographics, videos, SlideShare presentations and other visuals. Readers will get bored of purely text-based content.
“What’s more, using visual content as a part of your marketing strategy is a great way of increasing social media engagement and boosting conversions,” Georgiou reminds integrated marketers.
For ideas on content formulas that will pull in social media audiences, jump over to, “Copywriting Formulas that Make Social Engagement Sizzle.”
Avoid Pretensions. You know that person at a cocktail party who tries too hard to impress everyone? Those guys exist in the world of content, too. Don’t be one of them. Georgiou says readers can spot pretenders and amateurs — then dismiss your content.
Even if you avoid making these five mistakes, you won’t develop awe-inspiring content every time. And that’s okay. But at least you won’t turn off readers, diminish your brand or hamper the creativity of your content producers.
