The past few weeks we’ve spent a lot of time talking about content marketing—what it is, why it’s important, and how to do it successfully. Well with all of the focus on how you should be using content marketing to grow your brand, we wanted to shift that focus today to what not to do with your content marketing strategy. Often times, knowing what not to do can boost the effectiveness and success rate of your marketing strategy, so without further ado, here are three things to avoid at all costs when it comes to your content.
- DON’T Post Worthless Stuff—With Google and Facebook’s emphasis placed almost solely on the value of brand content, it’s detrimental to your marketing efforts to post content that is unoriginal, thin, or irrelevant. You want to be posting things that your fan base is interested in, be it articles, news, photos, videos, infographics, etc. in hopes that they will in turn share it with their network and help get your message in front of a larger audience. So, if you’re posting information that they already have, or can get elsewhere, you’re essentially detracting from your own advertising efforts. Focus on producing content that is one of a kind and perfectly tailored for your audience, and Google and Facebook will focus on getting that content to the top of their search results.
- DON’T Post Syndicated Material—Google and Facebook are trying to make the end user experience a great one, so naturally, they’re looking for authoritative, creative, and most importantly, original content. Thus, if you are re-posting articles from other sites, especially sites within your own niche, you aren’t helping your Google or Facebook search visibility. Plus, if you’re simply syndicating content, you aren’t going to get any backlinks from it, and your audience is less likely to share it. Take the time and make the effort to create your own content—in the long run, you’ll be glad you did.
- DON’T Start Without Having A Clear-Cut Strategy—Yes, creating your own original content is a large part of a successful content marketing strategy, but if you’re just throwing stuff around the web willy-nilly, without a strategy, it’s going to get lost in all of the social media noise. Start crafting your strategy by setting some measurable performance goals, then set a publishing/posting schedule that you can adhere to, and make sure that you are following it to achieve whatever it is you’ve set out to achieve. You should know what your audience wants and what it likes, and tailor your content and posting schedule around that. By doing so, your followers will be much more inclined to like, comment, and share your content, which will help grow your fan base and increase your conversions.
These are three things we suggest you avoid when it comes to content marketing, but by no means is this an exhaustive list. If you’ve got suggestions of your own, be sure to leave them in the comments below.