As marketers, we all tend to think that our content is always great. We provide value in a fun, memorable way, speaking to our audience in a manner that they enjoy.
While it would be great if that were true, the sad reality is that if we aren’t careful, our content can do more harm than good.
And since both paid and organic success on social media hinges on a high-quality content strategy, it's important for brands to understand what their audience does and doesn’t want to see.
Want to keep your social media audience happy and engaged? Avoid these common mistakes. A recent study I found conducted by Adobe includes the following items that seem to upset consumers.
Visual content rules the roost on social media, and it's crucially important to ensure that all of your content is visually appealing, where possible. If creative design isn’t your forte, lean on a team member to help you out, or consider starting with a template from a platform like Canva. Which is free to use.
At the end of the day, you're creating content with a view to convert social media consumers into customers, and your efforts simply won’t be as effective if your material is unattractive. Be clear, concise and accurate with your language. Have another team member review your content for quality just to be safe. Perfection is not a feasible goal, but keep in mind consumers want easy to understand and digest content. Personalization is an amazing thing - however too much of it is just plain creepy.
The key to not turning off consumers is being relevant to their situation, but not so exact that it freaks them out. Facebook has had a lot of bad press about data sharing, so you wouldn’t want your marketing message to get overshadowed by someone feeling like you are spying on them. As a counterbalance to point three, consumers do actually prefer content that relates to their specific question or personal situation.
It's important to create content with an audience in mind, so that everything you publish will appeal to them in some way. The relevance and relatability of your content will position your brand as a resource for consumers
Tags: #contentmarketing, #contentwriting, #content, #socialmedia, #marketing