Advertising Caution: The most common mistakes in marketing content (and how to avoid them)
Write to surfers and non-CEOs, speak uniformly across all channels and don’t forget to promote – if content is king, you should know how to do it properly
The fact that content plays such an important role in building a marketing strategy paves the way for marketing managers and branding the need to produce different types of content for different channels. Often the thought of content is done through advertising glasses, which take care of two main goals – clear and immediate ROI (i.e. understand what every shekel they invest will yield them?) And reinforce the brand by many mentions of its name. But when it comes to content, in all its forms, these goals need to be rephrased, and other kinds of goals should be added to them. Following years of experience in writing, editing and consuming marketing content, we offer you a simple, accessible and effective guide, not only for creating but also formulating a content strategy for your organization. So let’s get started?
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Mistake 1: The more memorable our brand name is in content, the better
So it is, not. We may still write this sentence several times over the next article but content is not an advertisement. In fact, the more the brand name is mentioned the more likely the users will abandon the content. As the Bounce Rate increases, your digital asset will quickly become accursed in Google. That means it will not go high in organic searches. And even if organic entrances don’t interest you, then you think that by trying to strengthen the brand you are actually weakening it and turning it into a mouse.
Mistake 2: Content is intended to sell the product
In this case, too, we must be firm: No! The best content is one where your brand’s need meets the needs of your users (who are also the customers). In other words, content is first and foremost intended for surfers as they search (or don’t even know they are looking for) different types of products but also different types of interest. It is true that we are looking at sales targets, but when creating content, whether it is a video, article or Facebook post, it is not * only * possible to look at sales and, more specifically, sales will not always be the primary and primary target of the content. And, to be sure, in the event of deliberation, we will always prefer that our users benefit more from our content.
Mistake 3: High Language
In most cases when we encountered the language in which marketing content texts were written was very different from the language in which, for example, journal articles or ordinary texts were written on social networks. The more we go away from the language the way surfers are accustomed to consuming content online, the more likely they are to delve into the content we’ve created. The fact that we have a commercial agenda does not require the use of high or formal formulations, in fact the exact opposite.
Mistake 4: Uniformity in writing
You wouldn’t dream that your logo would look different on your website and Facebook, right? And you wouldn’t use different colors in your campaign and billboards, would you? Brand language, visual and written, should reflect its strategy. It is true that each digital channel carries its own characteristics, limitations and style, but you, as the brand and marketing manager, have to speak the same way. Language is a derivative of the target audience, the product you are marketing and the type of content, but it should reflect uniform values.
Mistake 5: Create content to create content
Often, a marketing plan includes an annual (or monthly) Gantt that details the brand’s activities throughout the year. It will include campaign picks, which usually include production picks, seasonality and of course budget planning. There is a tendency in some cases to force the content strategy on this gant, too, and decide that a month (for example) will bring up 3 blog posts. But we don’t always have something to write, and not always uploading an article to mark V in Gantt is the right decision. Remember that International Spaghetti Day may be relevant to a pasta making factory, but not until the end does something change for the surfers. That’s why it’s good to have anchors in Gantt, but you don’t have to stick to them. Each month, see how content can serve your brand, increase sales, and strengthen your brand.
Mistake 6: Content is out of context
Many brands tend to upload content to fill an area with their leading digital asset. Often this is a blog or magazine article to which many of the content spills. But uploading without promoting and streaming traffic to content, whether through Google, Facebook or OutBrain and Tabula, is almost meaningless. The likelihood of a commercial brand getting high in Google only by uploading content on the site is very low. We need to keep the surfers coming in, spend as much time as possible in our content and of course continue to browse the site, and strive to end the purchase cycle. Or in short – we won’t upload content without promoting it on the media.
Mistake 7: We’re done reading, what now?
It’s not just about producing good, meaningful marketing content that will draw our customers in. But when we do, we have to provide them with the simplest way to continue the process. That is, we have convinced them that we know what we are talking about, and currently have to provide them with the simplest, shortest and most interesting way to contact us or purchase our product. Leave a phone, form next, a quick purchase link or chat with you, but you’ll send your customers on a torment journey across the site. For example – the way to contact us will require only one click – go for it!