Part two: Stop Making These Common Content Mistakes
Your content is purpose and meaning. It captures attention and adds value to experience.
Your content is strategy.
The #1 content mistake is treating content like candy
Here in Part two … we deliver the second, third and fourth most common content mistakes you’re likely to make … and how to avoid them.
#2. You’re always selling something
If you always sell something in your brand content, then you might be posting copy ... not content.
And copy won't develop your brand story or build your relationships with buyers.
Here’s the difference.
Copy is advertising … it promotes a call to action.
Copy is designed to make a buyer react in the moment. They see the copy and they (hopefully) act. Maybe they click your link or they buy your product or they give you an email address.
Copy has a place in content, it’s important. But copy is not content.
Content is storytelling … it promotes trust and understanding.
Content is crafted to help a buyer realize your true value to them personally. They see your content and they (hopefully) want to know more about you. Maybe it’s your blog or your whitepapers or your videos.
Your content is built by strategy to develop relationships that inform, educate, entertain or otherwise add value to those who consume it. Content is a growth tool.
Here are six more ways that content grows your business
TIP: Your content creation should aim for a ratio of roughly 80% content and 20% copy.
They’re often combined and delivered as one (like above). And they’re often not. Just be sure they’re adding value to your story at the right time, in the right place.
#3. Your voice and tone are all mixed up
Your brand voice and tone need to be clearly defined and dependently consistent no matter what channels you use. It’s who you are as a brand.
Defining the way your brand will appear when it engages the world will help with your message reception. It will provide a consistency of brand personality that buyers can rely on.
If your voice and tone are all mixed up, buyers get confused. They question your worth, your ability, even your products. They begin to think you’re shady, shallow or untrustworthy. They tune you out.
We posted an actual client chart for voice and tone with permission (about halfway down the page).
Follow the link and you can use our chart as a template to create your own brand guidelines and help ensure your voice and tone won’t ever waver without strategy and reason.
#4. You’re posting the exact same content everywhere
Different channels consume different content differently. Don’t treat them all the same.
Your blog and your Facebook and your Instagram and your YouTube and your op-eds and your whitepapers and your emails … they all have a specific audience with specific consumption needs.
Each channel has its own purpose and its own preferred content. Investigate what works on the channels you choose. And choose your channels carefully … strategically.
But don’t choose every channel … you can’t be everything to everyone. Just develop and deploy your content as defined by your content strategy. Don’t forget, it’s content not candy.
And you better have a content strategy or frustration will be a royal pain ... like a toothache. Trust us, you don’t want that. And it’s easy to avoid … just follow the link.