Welcome to the content marketing game, where every word is a power move and every piece of content is part of a strategic play. However, even the most seasoned players can fumble, and sometimes, the mistakes are glaring. In this blog, we’ll dissect five content marketing mistakes that, when made, scream “rookie.” Whether you’re new to the content marketing world or a seasoned pro, these pitfalls are worth avoiding. Let’s dive in and elevate your content marketing game!
1. Neglecting Your Brand and Audience’s Voice:
It’s not just about what your brand says; it’s how your audience hears it. Neglecting to align your tone and messaging with your audience’s voice is a classic mistake. You can tune in and speak the language your audience understands by asking yourself the following questions about your brand/audience:
- Who are you? Who are you not?
- What are your values? What values does your audience hold?
- Characterize your brand with a solid tone of voice. Are you funny, serious, formal, casual, or something in between?
- How does your audience speak to one another? How can you contribute to that conversation, comfortably?
2. Inconsistent Branding Across Platforms:
Your brand is your signature, and another mistake commonly made is leaving it inconsistent across platforms. Cohesive branding is incredibly important and there are strategies to maintain a unified brand presence, no matter where your audience finds you. Firstly, make sure your brand’s values, mission, and ideas are established internally so they can be reflected and communicated clearly, externally.
A Brand Style Guide is like a bible for your creative team. Create clear branding guidelines and ensure they are implemented in all posts, regardless of where those posts are going. Don’t have a brand style guide? Well, it’s way overdue and we highly encourage you to create one!
You must establish a process for posting content and stick to it. There’s nothing worse than “winging it” and it’s apparent that going in with a plan is the only way to properly execute successfully on social media. Plus, there’s no chance for you to forget a platform if you approach content creation holistically like this!
3. Overlooking the Power of Visuals:
Content isn’t just about words; visuals are the unsung heroes. Rookies often underestimate the impact of visuals in conveying their message but the potential of visuals in enhancing your content is extremely high. The human brain processes visual information 60,000 times faster than text so utilizing imagery in your content formulates a clear message to your audience that words alone can’t. Pick strong visuals that represent your message, influence or impact an emotional response with your audience, and be sure to use visuals that define your brand’s personality and mission.
4. Ignoring SEO Best Practices:
In the vast digital landscape, all content needs a roadmap, and ignoring SEO best practices is the simplest way to get lost. SEO is the bridge that helps search engine users reach your content, and without that connection, your most valuable content goes unnoticed. The best way to execute strong SEO practices is to begin by finding your primary keyword that is relevant to the content being created. From there you can ensure it’s the right one by checking it against the keyword’s search volume and your brand’s ranking capabilities. After that’s all clear, you can build on to it by adding secondary keywords and focusing on search intent.
5. Being Static in a Dynamic World:
Content that doesn’t evolve is like a relic collecting dust in a basement. Adaptability matters, and fortunately there are ways to keep your content strategy dynamic, ensuring it resonates with an ever-changing audience. To be clear, static content isn’t all bad! There are a few things that should stay consistent- like your website logo, your social media handles, or your website’s “About Us” page. However, dynamic and interactive content are both important too, and keep things exciting for your audience. Try integrating more blog posts, newsletters, or even A/B testing e-books or ads to keep up with new trends. In return, you’ll notice more interactive content will blossom from your efforts. Ultimately, these 3 types of content can be compared to a 3-legged stool. Without one, the rest fail to hold up their weight.
Are You Ready to Make the Change?
In the grand game of content creation, mistakes happen, but some can be avoided with strategic thinking. As we wrap up, remember that even the most seasoned content creators were once beginners too. The key is to learn, adapt, and constantly refine your approach. Steering clear of these five content mistakes is a giant leap toward mastering the art and science of impactful content creation.