TECH BYTE: 4 Content Marketing things that turn off your audienceApril 13th, 2017 | | industry
Unfortunately, not all that many marketers fully realise the effectiveness of their programs and some of their tactics are a turnoff.
Here are some specific ways you can fix those problems.
Turnoff 1: Making it about you, not your audience
The purpose of content marketing is to provide valuable, relevant content and to build rapport with your audience. For this reason, your content needs to be audience-centric, and it needs to be useful.
For example, you may be intrigued with industry trends and decide to create blog posts, white papers, infographics, etc., about them. But if they don’t resonate with your audience, you’re going to see little to no effectiveness. In some cases, it can even drive a wedge between you and your audience.
But when you focus on the topics near and dear to your audience, your content will appeal to the maximum number of people and should receive more engagement.
Editor’s example: the backpacker tax was one of my big bugbears last year, but after more than 150 articles its likely some had ‘turned off’ from the subject AND turned off from our content. Fortunately, that issue is now resolved and we can ‘move on’.
Turnoff 2: Being preoccupied with selling
Let’s be honest. The reason you take the time to go through the painstaking process of producing content is to promote your brand, generate more leads, and ultimately increase revenue. You’re not doing it just for the heck of it.
That’s all well and fine, and you obviously want to see results from the time, energy, and money funnelled into your campaign. But things can quickly become problematic when you’re fixating on selling rather than informing.
People are smart. They can see right through a lack of sincerity and authenticity. When your content becomes overly „salesy” it can be a major turnoff for your audience.
Content marketing is not about making a quick and dirty sale. Your No. 1 goal should be to inform and educate, and your second goal should be to sell.
Editor’s example: ‘some’ in this sector can be found to be guilty of selling ahead of marketing, or selling instead of marketing, some of their audience will accept that tactic, but many can be turned off.
Turnoff 3: Being too SEO heavy
Although content marketing serves as a vessel for SEO, attempting to incorporate excessive SEO tactics into your content can diminish its quality and appear as unnatural to your audience.
Here are a couple ways you may be doing this:
• Keyword stuffing – Successful content marketers strategically pepper targeted keyword phrases throughout their content. Less-effective content marketers use keyword phrases so extensively that the content loses its natural flow for the reader. Not to mention, keyword stuffing just invites search engine penalties.
• Excessive links – While it’s usually OK to insert a few relevant, high-quality links throughout your content, issues arise if you’re creating content for the sole reason of generating links. This approach gives the impression your content is spam and can be a blow to your brand’s credibility.
Turnoff 4: Having a more, more, more mindset
A lot of marketers are under the assumption that simply creating more content than the competition will get them the results they want. I beg to differ. If Google algorithm updates like Panda and Penguin have shown us anything, it’s that quality trumps everything else.
You can easily overwhelm your audience by throwing too much information at them. There’s an ideal frequency of content creation, and exceeding that can be counterproductive.
Content marketing is a bit of an art form where you must understand how to tap into your audience and keep them engaged. Because there are a lot of ways to stumble along the way, it’s important to be in touch with your audience and know what makes them tick.
Sourced by Chris Harrison
Source and further learning: CMI