Here’s How to Stop Making These 4 Content Mistakes
Does your content have purpose and meaning? Does it capture audience attention and add value to their experience? Does it promote a positive awareness of your brand?
Or is your content more like a kid in a candy store? Excited. Into the samples. And crashing from the sugar high.
Look, content’s not candy. It’s strategy.
Content should tell your story … your truth. It must enhance your brand position and your relationships. It can't be empty calories. It can't be candy.
Treat your content like candy and you're certain to deliver the wrong content to the wrong place at the wrong time. And the wrong content will cost you … in time and resources that you just don’t have.
So save your time and resources; make content not candy.
Stop making these common mistakes … and you’ll avoid the candy store trap.
#1. You’ve got too many peeps involved in your process
If this happens to you all the time, don’t feel bad. Rookies do it, pros do it, we even do it did it … once.
So we totally get it … team buy-in is critical to success.
But be clear: supportive team buy-in and unintended team interference are two different things ... and it can be a narrow line between the two.
Let your entire team participate in the approval process? You’ll slow down, get stuck and lose steam. You and your team will be frustrated and nobody will really know why. It’s hard work for empty calories.
Instead, avoid the frustration. Just designate one person in charge of final content approval. Easy.
Maybe that’s you. Maybe it’s someone else. Whoever it is, they must fully understand the content strategy and have clear and expressed authority to approve the final work and move it to completion.
Once final files are accepted, changes can only be made by approval of that designated authority.
This really matters. Here’s why.
A real client story (told with permission) …
Sometimes we all overstep our expected brand roles. It happens for all sorts of reasons. We’re excited, we’re exuberant, we’re eager, we’re arrogant, we’re confused, we’re pressured … whatever.
So here’s a client's team member who’s reworking multiple approved and final content files just before publication. This is finalized content; approved and paid for. It’s locked and loaded.
Client expectation is final content released as approved. But the client's team member is so rallied to take ownership; to make the content his own, that he does, even on approved final files.
The end result is a jumble of voice, tone and off strategy statements and factual mistakes that permeate the brand messaging on multiple channels for several weeks.
Some of the unauthorized content even encourages anger from usual brand champions who respond with negative social attacks.
And it’s all totally out of the blue. What?!
Along with a public mea culpa, the content jumble requires unplanned time and resources to repair.
The brand feels heat, the team member is burnt and team spirit smoulders in the not-so-sweet ashes.
A total candy store cluster.
It doesn’t have to be this way.
With fewer peeps involved in the process and with a clear designation of authority over the content, unintended errors can be greatly reduced and even avoided.
Most importantly, you need to define the process and clearly express who has final content control.
Then and only then can you be sure that final is final.