Avoid these mistakes to master Content Marketing
Some people enjoy writing so much, they treat web content like a diary. It’s a way to pour out their pent up thoughts on a subject.
Others hate writing and get through the task as quickly as possible. They might do some basic research for help, or just do a brain dump that hits a word count.
Do either of these unprofessional methods sound familiar? Carefully crafting content is what differentiates hobbyists from professionals.
Train your eye for the structure and flow of content. If you can recognize and fix these mistakes, you’ll reap the rewards of a professionally written website!
Content Mistake #1: Leading with features over benefits
Features and benefits - marketers don’t talk about them enough. While a feature describes the product specs or “what”, a benefit speaks to the value provided.
If you aren’t familiar with the ins and outs of features and benefits, you can read my popular blog post Marketing Starts with Features & Benefits to go in-depth. Here’s the overview:
Most companies list out their features followed by benefits. For instance, a moving company might list:
Qualified professionals - We provide adequate training and background checks on our moving teams.
GPS tracking - You can track your move, so you can prepare in advance for your items to arrive.
Packing services - We can pack up your entire home, so you don’t have to worry about the stressful part.
See how they lead with the specs? I would recommend writing more like this:
Feel safe trusting our team - We provide adequate training and background checks on our moving teams.
Easily keep tabs on your belongings - We offer GPS tracking to keep you in the loop and prepared for arrival. No phone calls necessary.
Low hassle, stress-free moving - We can even handle your least favorite part - packing up your home.
See how the bolded text addresses pain points and value added?
Customers don’t care about how you generate value. The core principles of their decision are going to be:
How much value is generated?
How much will it cost?
Ultimately, if the value is greater than the cost, they will purchase.
Content Mistake #2: Poor readability
Many people think that content should be cute, quirky, and delightful. Others believe in impressing readers with large words and fluffy language.
I argue that neither of these methods are beneficial. Instead, try focusing on being clear and direct. Hold people’s attention with well-articulated points.
Here’s an example of how to fix a clunky sentence:
Original run-on sentence:
It’s essential to have a content specialist review these types of unprofessional pieces and prevent mistakes that lead to poor readability.
Rewritten sentence:
Prevent mistakes that make content unreadable. Rely on a content specialist to professionalize your articles.
Isn’t it easier to make sense of the rewritten example? Simplicity goes a long way. Stop losing your readers with clever language and run-on sentences!
Here’s another example:
Original clunky sentence:
It’s easy to find elements that are the most useful and appealing to you.
Rewritten sentence:
It’s easy to find useful and appealing elements.
Even when a sentence isn’t a run-on, take a second look. Are there simple ways to be more concise? Are any phrases or adjectives redundant?
Content Mistake #3: Headings without direction
Headings guide readers through content in the following ways:
They break up the text
They provide ideal spots for keywords
They anchor readers in a sea of text, providing context
They help readers skim and weed out irrelevant information
The best headings should read just like a blog on their own. For example, in my recent content repurposing strategy blog post, the headings read:
Content repurposing strategies
Version your web content by page type
Bundle existing content
Gather viewpoints from competitors
Your final rules for content repurposing
You can get a solid idea of the subject matter by reading these headlines. In fact, the headlines alone provide some value. They answer a reader’s questions about content repurposing at a high level.
Here’s another example from my career switch blog:
Digital marketing to content: make the career switch
Get a portfolio - it’s easy!
Tailor your resume and cover letter.
Do some extra learning.
Interview and improve.
Develop the required skills
Use this proven technique to impress
Again, there is some basic value in the headings alone. And it’s easy to find useful and appealing elements. A 1-2 word heading will not provide this sort of value.
Content Mistake #4: Lack of unique insight
You find a high-search keyword. You decide to write a well-optimized blog. You sit back and wait for the business to roll in, but no one seems to care about it.
One of the most common mistakes writers make is throwing content on a page to support a keyword. They may have grabbed high-level content from around the web, reiterated a HubSpot point, or given a run-of-the mill tutorial.
For instance, I wrote a basic SEO checklist blog post to get content rolling on my blog. But there is nothing exciting about this post.
If your blog doesn’t provide any unique insight, why should anyone care? Google is smarter than keywords - the search engine will also detect when your blog is shallow.
Here are some tips to avoid overused perspectives:
Argue with a common viewpoint
Turn to subject matter experts for deep insight
Draw your own conclusions from careful research
Run an experiment and report on the results
Keep ahead of the trend - be the first to talk about a topic
Content mistake #5: Random images
Many bloggers and designers use images to break up a blog. Have you considered that an image can be much more useful than a resting spot?
Images can help prove your point. Using graphs, charts, and custom graphics packs a powerful punch. Skimmers will find it and visual learners will absorb it. Better still, a unique image paired with an alt tag can rank in Google Images.
Here’s some examples of graphics I’ve used to demonstrate a point:
Ready to write premium content?
We all learn to read and write in school - so many people undervalue writing skills. Everyone can do it, right?
That’s not true. While anyone can write run-of-the mill content, you’re a writing professional. Avoiding these mistakes will set you apart and showcase your expertise.
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