5WPR President with Content Marketing Mistakes Brands Should Avoid
NEW YORK, February 25, 2022 /PRNewswire/ — Just how content marketing can help brands are growing and reach the audience, it can also end up hurting them. When a business shares the wrong content with its audience, at best that content will be ignored, but at worst it can seriously harm the business. There are certain strategies companies should avoid in order to avoid damaging their brands and alienating their audience.
Businesses that constantly promote themselves and their products or services can quickly bore consumers. After all, the relationship brands have with their consumers should be consumer-centric, not brand-centric. If companies ignore the needs of their audience, these people will assume that the companies have nothing of value to offer them and switch to buying from competitors.
A good rule of thumb in terms of content marketing and promotional content is the 80/20 rule. This means that 80% of all content shared by companies must be aimed at entertaining or informing consumers, while only 20% must be aimed at promoting the business. Another good rule is the 5/3/2 rule, which means that for every 10 posts shared by a company, 5 must be selected from other people’s content, 3 must be original pieces, and 2 must be fun and more personal for the brand.
One thing that has become popular with the prevalence of the use of social media platforms is called “doomscrolling”, which is what people do when they obsessively follow all the bad news being shared around the world. However, encouraging doomscrolling is not a strategy brands should employ, despite the fact that negative pieces of content tend to be shared at higher rates on social platforms than positive pieces. This is mainly because anyone who shares negative pieces of content is not always seen in a positive light. Still, that doesn’t mean companies shouldn’t talk about their consumers’ pain points, which is different from focusing on negativity. As long as the content informs consumers about a solution to their problems that the company provides, it’s a good marketing effort.
Many companies distribute all marketing and PR content on all the social media platforms they use. While this can be considered a time-saving technique, it can end up generating negative consequences, largely because not all social media platforms are interchangeable. This means that each platform has its own optimal content format, tone, style, and target demographic. For example, content that is entertaining and shared on TikTok, which is a platform aimed at a younger audience, will not work on LinkedIn, a more text-based, formal, and professional-oriented platform.
Bad design or writing
Finally, if the content shared by a company is filled with typos and bad grammar, it will not be received well by the public. In the worst case, the audience won’t even be able to understand the message. The same is important in content design, as good design and writing allow businesses to develop their brand personality, inspire consumers, and tell stories.
Dara Busch is president of 5W Public Relationsa public relations agency.
5W Public Relations is a full-service public relations agency in New York known for its cutting-edge programs that interact with businesses, issues, and ideas. With over 250 professionals serving clients in B2C (beauty and fashion, consumer brands, entertainment, food and beverage, health and wellness, travel and hospitality, technology, non-profit), B2B (corporate communication and reputation management), public affairs, crisis communication and Digital Marketing (Social Networks, Influencers, Paid Media, SEO). 5W was awarded the PR Agency of the Year 2020 award and offers large companies an ingenious, bold and results-oriented communication approach.
SOURCE 5W Public Relations