Content marketing remains an extremely important priority for many companies around the world as the competition for consumers continues to rise. In an era when it’s harder than ever to keep brand loyalty, despite the potential to engage with people being much higher, organisations must ensure their content marketing efforts pay off. However, many strategists accidentally use a number of bad practices in their campaigns, leading to missed goals and, sometimes, complete failure. To correct this, marketers must find their voice, keep it simple and make sure they’re on-trend if they’re to effectively connect with consumers.
Connecting with customers is key in the modern day. To do this properly, firms have to understand their target audiences and cater content to meet these people’s needs. It is, therefore, essential not to send mix messages. This not only applies to the development of overall branding, but to individual pieces of content too. There are just seconds available to catch a consumer’s attention, and so the amount of information supplied must be minimal. It means that regardless of whether a Tweet, Facebook post or newsletter is being sent out, customers should be left with just one thing to remember. Too much information can clutter a message.
It is also essential for brands to stay true to their voice if they don’t want to alienate their fans. There are many opportunities to take advantage of a trending topic, but it’s important to ensure that the latest news or hashtag aligns properly with a company’s image. When it does, it is vital for strategists to be confident to act on their decision quickly. For example, Oreo managed to steal the show when it came to the Super Bowl blackout, utilising the incident in their ‘Dunk in the Dark’ tweet to remain fun and relevant. However, it is extremely important to avoid sensationalism unless it is really required. Though headlines including ‘secret’, ‘shocking’ and ‘best tip ever’ might seem something to catch people’s attention, it can backfire and erode any trust built with audience members.
Content marketing must also remain clear for all customers, and this means staying away from industry acronyms and confusing terms. Though some marketers may be keen to use such language as a way to appear knowledgeable, it can quickly turn audiences off.
Finally, it is important for content strategists to remain on trend, and in the modern era, this means that using video is almost mandatory. Blog posts and articles remain a good way to reach readers, but moving images and visuals attract a lot of attention. It doesn’t have to cost a lot either because videos filmed with a HD camera or even on a smartphone can create believable messages that followers can connect with.
Reaching out to an audience through content can be a complex task, and it’s easy to fall into the trap of making errors and following bad practices. However, by ensuring campaigns are on-trend and continuing to use the brand’s voice at all times, the potential for success can grow.
