Content marketing doesn’t always hit the mark.
Despite considerable effort, the content we create and share sometimes fails to deliver the hoped-for engagement.
Have you ever wondered why?
It might be because you’re unknowingly committing some egregious content marketing crimes.
In this blog post, I shed light on five content marketing crimes, explaining why they are a bad idea to commit and suggesting a better approach that’s more likely to deliver results.
Cliched Stock Images
The crime: Using the same tired stock images we’ve all seen a thousand times.
Why it’s a problem: Your audience craves authenticity; stale, generic images scream indifference.
The fix: Either invest in original professional photography or source your images from higher-quality, lesser-known stock libraries to find photos that speak to our brand’s unique story.
Ghostwritten by AI
The crime: Over-relying on AI platforms like ChatGPT to craft your copy.
Why it’s a problem: While AI can be helpful, it lacks the personal touch that comes from genuine human experiences and emotions. Let’s face it; we can tell when ChatGPT has written your copy. It’s borderline fraudulent.
The fix: Use AI as a starting point, but write the copy in your brand’s tone of voice. Make it personal rather than relying on generic metaphors. Make sure your copy sounds human and resonates with its human audience.
Scheduled, Not Engaged
The crime: Scheduling all your content in advance using third-party tools like Hootsuite.
Why it’s a problem: In my experience, posts scheduled via third-party software fail to generate engagement or reach. Social media platforms want users to engage directly on the platforms, not at arm’s length, via a third-party tool. Scheduling posts in advance also risks your content becoming a broadcast rather than a conversation.
The fix: While scheduling is efficient, make sure to stay present. Post directly into each chosen social media platform. You can still batch your work, but try to log in and post directly. Remember, social media is a dialogue, not a monologue.
Clickbait Headlines
The crime: Writing sensational headlines that promise the world but deliver nothing.
Why it’s a problem: Readers feel duped when the content doesn’t match the hype, damaging trust and credibility in your brand.
The fix: Take the time to craft compelling but accurate headlines, speaking to the content you deliver. The value of your content should form the basis of each headline rather than false promises.
Brand Inconsistency
The crime: Switching tone, style and values in each piece of content.
Why it’s a problem: Inconsistency confuses your audience and dilutes your brand’s identity.
The fix: Develop and adhere to a brand style guide. This can be as simple as a one-page document to capture the essence of your brand. Ensure every content you post is aligned with those brand guidelines.
[bctt tweet=”Are your content strategies on the right side of the law? 🚔 Discover the 5 Content Marketing Crimes you could be committing right now—and how to turn the tables for success! 🚨 #ContentMarketingCrimes #MarketingTips” username=”bearcontentden”]I’m a huge advocate of content marketing to attract and engage a target audience. Done well, it’s compelling and effective.
Steering clear of these content marketing crimes will help you avoid some obvious pitfalls and drive you towards building a trustworthy brand that makes a genuine connection with its audience.
If you recognise yourself committing any of these content marketing crimes, there’s still time to act before you hear sirens approaching. Review your current approach to content marketing, kick any criminal behaviour to the curb, and start rehabilitating your brand by following best practices.
Take some action now to clean up your act, and our audience will serve as the jury, passing a verdict likely to be in your favour.
Ready to turn over a new leaf with your content marketing?
As a content marketing strategist specialising in small businesses in the Surrey Hills, I’m here to guide you through how to craft engaging, effective content strategies that drive results.
Ready to take your content marketing to the next level? Get in touch to find out how we can work together to create a tailored content strategy that sets your business apart from the competition.
Together, we can make your content work for you, not against you.
