Content is king, but content can make or break a brand.
Worst case, bad content can kill a brand. Best case - your content will simply be ignored.
Don’t do these 10 content mistakes 👇 They can [quickly] kill your brand!
/// THREAD ///
Worst case, bad content can kill a brand. Best case - your content will simply be ignored.
Don’t do these 10 content mistakes 👇 They can [quickly] kill your brand!
/// THREAD ///
#1 - Artificial hashtag stuffing
Hashtags are useful to gain organic exposure when placed strategically throughout your post, but avoid overstuffing your entire post with hashtags that all mean the same thing.
Hashtags are useful to gain organic exposure when placed strategically throughout your post, but avoid overstuffing your entire post with hashtags that all mean the same thing.
Several hashtags per post (and not necessarily every post) are more than enough.
No hashtag stuffing, keyword stuffing, etc.
No hashtag stuffing, keyword stuffing, etc.
If you’re posting a lot of them (for some reason), divide the caption from the hashtags with some empty lines.
Like this:
.
.
.
#hashtag1 #hashtag2
Get it?
Like this:
.
.
.
#hashtag1 #hashtag2
Get it?
#2 - Constant brand promotion
As a brand, your first job is to gain the trust of your audience and establish yourself as an authority in your industry.
As a brand, your first job is to gain the trust of your audience and establish yourself as an authority in your industry.
The best way to do that is by providing educational, informational, or entertaining content. The content has to provide one of those three values.
A common mistake I see many eCom owners do is always brag about their brand or their product.
A common mistake I see many eCom owners do is always brag about their brand or their product.
Your visitors don’t want to hear about your mission, vision, or product features. Those are things only you care about.
Your potential customers want to know how you can help them solve a problem.
Your potential customers want to know how you can help them solve a problem.
#3 - Outdated information
Before posting, sharing, or publishing anything, please double or triple-check your data. Posting irrelevant or outdated advice is not cool.
Before posting, sharing, or publishing anything, please double or triple-check your data. Posting irrelevant or outdated advice is not cool.
Be especially careful when stating something as a fact. You need to have the research to support your claim. Otherwise, you lose trust.
#4 - Huge blocks of text
If you’re using blogging as a way to rank your store organically, I’ll assume you’re (somewhat) good at writing and SEO best practices.
One mistake I still see, though, is a wall of text.
If you’re using blogging as a way to rank your store organically, I’ll assume you’re (somewhat) good at writing and SEO best practices.
One mistake I still see, though, is a wall of text.
When writing (anything, really), avoid more than 4 lines without hitting Enter and leaving an empty line.
Blank space gives clarity to the text.
Use headings, subheadings, and bullet points to structure your text and make it more skimmable.
Blank space gives clarity to the text.
Use headings, subheadings, and bullet points to structure your text and make it more skimmable.
People should understand what it’s about just by your subheadings.
#5 - Constant negativity
Of course, you’re allowed to use negativity in the sense of problem > solution.
But, don’t make your entire brand around negativity.
Of course, you’re allowed to use negativity in the sense of problem > solution.
But, don’t make your entire brand around negativity.
Nobody likes a downer.
Even if you’re solving a medical issue, find different angles.
Don’t always approach people with fear.
Even if you’re solving a medical issue, find different angles.
Don’t always approach people with fear.
#6 - Sharing unauthorized UGC
Don’t share UGC as a paid ad, even if it involved a purchase of your product until you get the permission of the creator.
Don’t share UGC as a paid ad, even if it involved a purchase of your product until you get the permission of the creator.
Additionally, be careful when sharing others’ UGC on your brand pages.
Always double-check the validity and credit the original creators.
Always double-check the validity and credit the original creators.
#7 - Brand personality inconsistencies
All brands have a tone of voice and a personality they’re known for.
On top of that, each brand has values they stand for.
All brands have a tone of voice and a personality they’re known for.
On top of that, each brand has values they stand for.
In any type of content you produce, your brand personality and values have to shine through.
For instance, if you claim to be a vegan brand, don’t post or share videos of hamburgers or a turkey Thanksgiving dinner.
Stay on brand.
For instance, if you claim to be a vegan brand, don’t post or share videos of hamburgers or a turkey Thanksgiving dinner.
Stay on brand.
#8 - Boring hooks, headings, and subject lines
Perhaps the biggest killer of them all - the boring hook.
Perhaps the biggest killer of them all - the boring hook.
Pay attention to:
- The first few seconds of your TikTok
- The first sentence of your ad copy
- The heading of your blog article
- The subject line of the email
It’s always about the hook.
- The first few seconds of your TikTok
- The first sentence of your ad copy
- The heading of your blog article
- The subject line of the email
It’s always about the hook.
Why?
It’s the job of the hook to lure people in and make them want more. Without a great hook, the rest of your content could be the best, but nobody will read or see it.
It’s the job of the hook to lure people in and make them want more. Without a great hook, the rest of your content could be the best, but nobody will read or see it.
#9 - Using just one content format
No matter what industry you’re in, I recommend using several different content formats. For example, don’t just post blogs.
Share infographics, shoot videos, case studies, short quotes, GIFs, etc. Be creative.
No matter what industry you’re in, I recommend using several different content formats. For example, don’t just post blogs.
Share infographics, shoot videos, case studies, short quotes, GIFs, etc. Be creative.
For eCom, videos are a must, I don’t have to even mention that at this point.
#10 - Bad content
Last but not least, just don’t post shitty bad content.
By bad content, I mean simply badly written, badly designed, badly structured… Just don’t.
Last but not least, just don’t post shitty bad content.
By bad content, I mean simply badly written, badly designed, badly structured… Just don’t.
Content that sucks can hurt your brand more than skipping to post stuff that day.
Can you think of some other copy and content mistakes eCom owners often make?
Can you think of some other copy and content mistakes eCom owners often make?
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