Every business knows the importance of promoting the company brand through marketing, but as easy as that may sound, it is not. There is a very fine line between positive efforts that are misinformed. It is very easy to do more harm than good. Here are some common offenses you may not even know you’re committing.
1.) Lack of a well defined strategy: Blogging. There does seem to be a disconnect with business and blogging; most companies know they need to be blogging but are unsure about how to go about it. The general practice is they will launch a blog with no clear direction or strategy and this does considerably more harm than good when it comes to content marketing. Plan ahead, make sure you and your team have a clear understanding of the content to be posted and that the strategy carries across the board to all contributors.
2.) Constant self-promotion: People have become resistant to the ideas of advertising. They do not want to feel like they are being sold to; instead thrive on valuable information without having to give up their soul. Focus on your audience and think about what THEY are looking for.
3.) You’re not publicizing at all: On the flip side, there are many companies who just assume that if their core audience wants to know about them, they will search them out. There is a stigma that advertising is tacky. That could be further from the truth; make it as easy as you possibly can for your core audience to find you.
4.) You’re not providing value to your audience: In today’s content arena, you have a very limited amount of time to show your audience why they should continue to view your content. You’re page should be well thought out and content driven to get the reader into the driver seat or they will leave as fast as they got there. Keep the page engaging and relevant to help establish you as an industry leader. Don’t offer up all your resources and services for free; provide a taste of the cake and they will come back for more.
5.) Your blog is as bland as the day is long: Your audience will visit your blog if it is up to date and has valuable information delivered in a fun way. If your blog feels as though it was written by some robots churning out post after post then you won’t be “Terminating” much of your competition. Write like you enjoy it, include funny tidbits, anecdotes, and give life to your voice!