For all the value and power content can have for your brand, it can also kill your brand.
A lot of brands are guilty of marketing content the wrong way, and their efforts have turned customers and potential readers against each other. Let's learn about that flip side of content marketing and see how you can avoid pitfalls that can kill your brand.
Pitfall 1: Having many personalities
The link between your content and your brand is unclear or completely unrecognizable across many of the channels where your content is published.
Failing to connect the dots to bring brand recognition to viewers of your content – regardless of channel – can have a long-term negative impact. Audiences want consistency in their lives and simply won't connect with brands that don't have a consistent presence across the channel.
Whatever your brand personality is make sure to include it in all the content you produce consistently.
Make sure your brand personality works consistently across all # of the content you produce, @AnthonyGaenzle via @CMIContent said. Click to Tweet
How to avoid it
To avoid confusing brand content, develop a style guide. It helps the content creation team as they create content for your website, share on social networks YouTube channels and any other tactics in between.
Guidelines for writing notices for your image content as well as tone and tone, structure, spelling and grammar, brand message, fonts, etc.
You can create separate guides for your visual and editorial elements, or one giant guide that contains them all. Just be sure to clearly define sections of the guide so your team can easily flip to the page they need.
Wolf Circus Jewelry takes great care to maintain consistency in its content and avoids multiple personalities across the brand. Its style guide begins by defining the brand and mission its . Including this information helps your content team understand why they do it. It also helps them remember the brand mission and message and incorporate it into every aspect of the content.
On these pages of the manual you can see how the company laid out the guidelines for their content creators:
You can check 19 – Wolf Circus Page Jewelry Style Guide here .
A thorough, non-crazy style guide (no need for 200 pages), better positioned than the team to create a recognizable brand that connects, no matter where your content is displayed .
Pitfall 2: Follow Pinocchio Lead
Too many content creators don't do their research. They simply copied the numbers from another website that published the statistics.
I can't tell you how many times I've come across inaccurate, outdated, or simply untrue statements or statistics in articles from aspiring guest writers on my blog. I.
I can't tell you how many @AnthonyGaenzle via @CMIContent say I've come across inaccurate, outdated, or simply untrue statements or statistics in guest posts. Click to Tweet If you follow the lead content and find it difficult to tell the truth, you can quickly lose the trust of your followers .
Think about it. You ask someone to take an action to grow their business, but your recommendation is based on the wrong stats. Then the person took the action you suggested, but it failed and cost them a lot of money.
Then they'll likely revisit your suggestion, and when they dig a little deeper, they'll discover that what you told them to do was based on misinformation. Boom. Faith is no more.
And it doesn't stop there. The person can start telling people about their experience. Rumor has it that you ruined their business because of your carelessness, and your reputation will suffer immensely.
How to avoid that
Make sure any advice or information in your content:
- Exactly
- Actually works
- Updated
- Doesn't come from sources question
- Not controversial
Don't cite stats that are too old to be currently valid, or you can't verify via origin. And certainly don't quote "experts" who aren't people.
Don't cite stats that are too old to be currently valid or you can't verify via origin, @AnthonyGaenzle said via @CMIContent. Click to post a Tweet Don't be complacent. A little slip can hurt. It can even destroy your brand if a slip-up causes someone too much harm or associates your brand with a really bad persona.
Don't be Pinocchio. Be open, honest, and accurate, and your content will thrive.
Pitfall 3: Portal all your content
Every time companies create a piece of content, they require readers or viewers to log in or provide personal data to access that content. Barriers to every piece of content severely limit its impact.
Using all of your #content will severely limit its impact, said @AnthonyGaenzle via @CMIContent. Click to Tweet Barrier-free for most of your content that delivers value in attracting and retaining your followers, fans, and customers. When faced with a problem, we want a quick answer. We want that answer to be easily accessible.
Do not misunderstand me, Controlled content plays an important role in link building your business, generate leads, and grow signups for things like your newsletter. Curated content can be a great way to generate business and even build relationships by allowing you to stay in touch through things like personalized email .
But if all your content is limited, your audience will be annoyed. Chances are your content competitors are just a click away and offer similar value without asking for anything in return.
How to avoid that
Create unrelated content:
- Drive large audiences to your branded content
- Your improvement search engine rankings
- Encourage sharing of blog posts, YouTube videos, etc.
The company that provides that information in the simplest, most accurate, and most accessible way will build a lot of credibility in my mind.
You can also answer questions in an open space like your blog or on social media. Participate in forum chats and speak directly to your audience. While it may seem like you get nothing at first, the goodwill you create will return and eventually lead to your desired outcome.
Pitfall 4: Forgot to lock it
Marketers put a number on their first Valuable content (e-book, whitepaper, demo video, etc.) under the lock and key, which requires some simple non-monetary thing to open the gate.
They want the recipient's contact details to grow their email database or lead generation pipeline. Then they forgot to lock that private data.
Your brand could be in some serious trouble if hackers get hold of the data entrusted by these visitors. No matter how valuable and amazing the content is, even if it helps them win some new customers or solve a big problem if their personal data is stolen, your brand is in trouble. trouble.
How to avoid it
Data security may be beyond your goals. But you should make sure it's addressed to protect your audience.
Follow these steps (or make sure they are followed) to ensure privacy and security of data and keep the object's data safe:
- Obtain an HTTPS certificate.
- Use the CAPTCHA form to submit.
- Use database plugins for added security.
- Limit the number of team members that can access the database.
Don't fall into the pit
Content marketing. And it also offers the best brands.
But not all is well if you fall into these pitfalls. To avoid them, you should focus on creating content:
- Add value
- Guaranteed accuracy
- Make-believe
- Enhanced security
- Consistency
- Problem solving
- Build relationships
If you incorporate these core components into your content marketing, you'll build lasting relationships and build a loyal fan base that's always eager to talk about how great your brand is. how.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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