Are you making any of the four content marketing mistakes recently discussed by best-selling author and executive coach Christine Comaford? One of the four that I wholeheartedly agree with is neglecting to think of your core information as a corporate story (#3 below, conveying facts but missing emotion).
A recent blog posted by Comaford discusses the top four common mistakes people make when developing their content marketing. If you’re committing any of these missteps, you may not be getting the results you want or deserve.
Based on an interview with Amanda Milligan at Fractl (an online marketing agency specializing in engaging and emotional web content on the web), whom Comaford calls a “super brain,” here are the four big mistakes to avoid:
- Content that’s too branded
- Not getting your audience involved
- Conveying facts but missing emotion
- Overthinking content and missing context
And, I would add, a fifth mistake you definitely want to avoid: failing to illustrate the benefits of your products or services with relevant stories. Stories help your audience to experience the benefits, and that experience makes a stronger, longer-lasting connection than data can.
The full discussion on Comaford’s blog not only explains each of the four points she focused on, but also offers tips on how to fix or avoid these missteps. What was the most important tip you learned?