How to Break a Content Marketer's Heart
As content marketing experts, there are plenty of things our copywriters and content designers see every day that make them cringe.
So, in light of Valentine’s day, we thought we’d highlight some of the worst things you can do to break a content marketer’s heart. If your online content commits any of these travesties, then it’s time for a change – because your business deserves better!
Clickbait Titles and Headings
Content with clickbait titles are a huge red flag for content marketers.
Clickbait titles essentially draw people in with an interesting title that promises to “shock” or “amaze” the reader, but the reality is often disappointing.
Once the reader clicks on the article, the content within is usually a big letdown. In fact, the sole purpose of a clickbait article is that once you’ve clicked on the link, the host website earns revenue from the advertiser. The more clicks they get, the more ad revenue they receive.
Sadly, this underhanded tactic is successful for some outlets. Research shows that 6 in 10 share news links without even reading it themselves, promoting poor quality and misinformation for the sake of clicks.
However, any reputable technology or FinTech business should avoid clickbait titles at all costs. You want clicks, sure, but you also want your content to provide value, entice viewers, and encourage them to purchase your product or service.
This is particularly true when it comes to content marketing within the technology and FinTech sector. B2B brands that produce content to help generate leads and push them through the sales funnel, require their content to be of top quality, engaging and insightful.
These brands’ target audience is often interested in the details of the content. Therefore, clickbait articles will just damage a B2B technology or FinTech brand’s reputation and dissuade customers from engaging with that brand.
Worse still, clickbait could even hurt search engine rankings. When people click-through and see poor quality content, they’re likely to just leave, leading to a high bounce rate – something that search engines take into account when ranking their results.
Here are some examples of truly heart-wrenching clickbait titles:
Whether it’s a first date or an opening paragraph, a dull introduction never leaves you wanting more. The introduction is your opportunity to show off your copywriting skills and entice the reader to continue.
Many visitors will only spend 10-20 seconds on your website, so grabbing their attention is a huge priority because every bad introduction could cost you leads. Readers want to find what they’re looking for as quickly as possible – your introduction lets them know whether or not they’re in the right place.
With that in mind, here are a few top tips to help you write an enticing introduction:
Everyone needs a little help when creating their first impression. But don’t worry, our team is more than delighted to be your wingman and share their tips and tricks on creating engaging introductions.
So, you’ve drawn your reader in with a snappy intro, you’ve wowed them with your insightful and engaging content, you’ve held their interest to the very end of your article, but then you fail to seal the deal with your CTA? It’s something our team sees all too often, and it’s a real shame.
A CTA (call to action) is a written directive, usually included at the end of a blog post or article, that encourages the reader to take a certain action. For example, the CTA might be to purchase a product or service, watch a video, continue browsing the website, or register to a newsletter.
From the marketer’s point of view, the CTA is the whole point of the article, so it’s crucial that it creates a sense of urgency and direction. Even if it’s just a short phrase, every piece of content needs some form of CTA so your audience knows what to do next.
To avoid disappointing your audience, check out our team’s expert advice on writing the perfect CTAs for your online content here.
Using Unreliable Sources
Using statistics and case studies is a great way to entice your readers and add some credibility to your argument. That said, an unreliable source will have the exact opposite effect.
It’s something our team sees all too much – a great introduction with a shocking statistic that, when investigated, may as well have been pulled out of thin air.
When you include statistics and figures in your content, always be sceptical – ask yourself these questions before quoting a source:
Doing your own research is essential when including sources in your content, especially in this unprecedented age of misinformation.
They say, “A lie travels around the globe while the truth is putting on its shoes”. Well, case in point, that quote is often wrongly attributed to Mark Twain.
A surefire way to break any content marketer’s heart is with keyword stuffing.
Keyword stuffing is an awful tactic used to help content rank high on search engines. The idea is to trick search engine algorithms by cramming as many keywords and phrases as possible into a piece of written content. The result is poorly written copy that cares more about search engine results than providing useful information. It’s easy to spot, and it just sounds bad!
If the brand is trying to rank highly for the term “FinTech marketing” and uses the following copy:
“Our FinTech marketing services push your FinTech marketing efforts far. Just fill out what specific FinTech marketing services you need to help your FinTech marketing team.”
Keyword stuffing can be done with one search term, as seen above, or several keywords in a short space. The result is usually unreadable content and grammatical errors.
Plus, as a means of gaming the system, it doesn’t even work that well. Search engines like Google are getting wise to this practice and could even penalise your page for trying it.
Of course, you still want some keywords in your content, but you must know when to use them and how to use them.
For the ultimate SEO crash course, and to ensure you’re not making this heart-breaking mistake, you can sign up for Copy House’s 10-Week SEO Course here. Here you will learn how to get your content to rank high on search engines without the need to tarnish your reputation by keyword stuffing.
Cliché Sales Language
Yeah, sure, but stop shouting at me.
Cheesy sales language like this is overused and gives our content marketers the ‘ick’. It shows a lack of creativity and effort that can be the death of your marketing campaign.
At best, these salesy sentences are awkward and cliché – at worst, they’ll turn people away from your business entirely. Any good content marketer shouldn’t need to fall back on these tired phrases.
Audience-focused, creative content is a far more effective strategy.
Trying to Speak to Everyone
We get it, you want to see what options you have and not put all your eggs in one basket. However, what if that one basket brings you more joy and success than all the others combined?
When it comes to content marketing your technology or FinTech brand, understanding your target audience is the key to building a great content marketing strategy. That’s why our copywriters despise reading content that’s trying to speak to everybody when the truth is, it just spoke to nobody.
Truly effective content marketers aim to define and connect with their target audience, and the first step in that direction is creating a customer avatar – a hypothetical character who represents your ideal customer.
When creating a customer avatar, you need to get into their mindset so you can figure out how to reach them – what are their pain points, their biggest fears, and how can you help them with their issues?
Once you’ve nailed the avatar, you can cater your content marketing strategy to meet their needs. You’ll be able to find the right tone of voice, understand what content attracts them, and produce content that helps transform them into a solid lead. So, putting all your eggs in one basket isn’t such a scary idea.
Same Content, Different Journey
A lack of variety in the content you produce can be just as much of a misstep when addressing your target audience.
Articles and blogs are great, but why not branch out to eBooks, podcasts, or video content. After all, people aren’t all the same therefore, you can’t have the same content for those who are on different stages of the sales funnel.
When creating different types of content, it’s wise to remember that some people just won’t have the time to read long-form content, or perhaps certain content just doesn’t engage with them as much as other forms.
For example, some people may prefer podcasts over webinars others may enjoy an eBook over a blog.
It’s also good to evaluate what part of the sales funnel your target audience is at and cater content towards them.
Having this variety can drive your marketing strategy and ensure that all customers, regardless of what stage in their buying journey they are in, have content that resonates with them.
Visually Unappealing Content
That’s not a long time, so the pressure is on to grab the users’ attention as quickly as possible. That’s why long, boring, and bland content is a definite no.
To give your content life, it must tick these three boxes:
If you can nail these three key concepts, you’ll have content that’s ready to make readers swoon.
Meet the Perfect Match for Your Content Marketing Strategy
We understand that not everyone can be an expert in breaking down complex information and transforming it into engaging and digestible pieces of content. But guess what! You don’t have to.
If you’ve been burned too many times with clickbait titles, bad copy, and SEO players, get the perfect Valentine’s day gift for your technology or FinTech business by booking a free 30-minute consultation with the Copy House team here.
Our marketing experts know how to produce brilliant technology and B2B content that will make your audience fall in love with your services and stay loyal to your brand.