Easy mistakes in content marketing
1. Too much information in a short space
Never overload your customer with multiple messages. Keep content succinct, and your customer will be much more likely to take away your one key message, and remember it.
2. Posting too often
There are few things more annoying than opening an email inbox to see 20-30 e-newsletters that you can’t be bothered wading through. It’s far too easy for a customer to delete an email without even viewing it, or worse, unsubscribe to your emails. To avoid this, make sure your content isn’t sent out too often. We recommend sticking to a maximum of 1-2 times per week.
3. Not posting enough
While this might seem like a contradiction, it’s just as important that you are posting regularly to your customers, and remaining relevant. You may not want to overload your customer with content, but humans are creatures of habit and we all love routine. If a customer is expecting an e-newsletter to be delivered to their email inbox on a Monday morning, and they don’t receive it, it doesn’t set a good look for your business. Stick to a routine.
4. Irrelevant information
There’s nothing worse than making a committment to read an interesting article, before realising it really isn’t that interesting. Content marketing is the same. If your customer is taking the time to read or view content that you’ve created for them, make sure it’s what they actually want to read. And forget about click-baiting; that will only serve to break trust.
5. Not putting across your key message/s
As we’ve seen with other businesses who have successfully incorporated content marketing into their business plan, it’s important to ensure your key message is getting across to your customer. Virgin Atlantic’s ‘Between Meetings’ blog post served as a reminder to customers that Virgin knows what it’s like to be a busy worker, and they can provide a great service to business customers. Think about what your business’ key message is, and ensure that it’s coming through in your content.
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