Ever wonder what keeps our copywriters and content design team up at night? In light of Halloween, we’ve decided to take a closer look and share with you what frightens each and every one of them.
Here are some marketing fails that our team urge you to avoid when creating content for
your technology or FinTech brand!
Clickbait titles appeal to the emotions and curiosity of individuals. They are created to persuade you to click on a video, image or article which you believe is beneficial or interesting. However, upon opening it, you tend to find the information questionable in terms of accuracy and quality.
The purpose behind a clickbait title is simply for others to click on it. Once you have clicked on the content, the website hosting the link earns revenue from advertisers. The more clicks they get, the more ad revenue they receive. So the content itself can be underwhelming.
Example of clickbait titles:
Clickbait titles can work well for certain journalists, as research shows that 6 in 10 people share a news link without reading the content within it. Unfortunately, by doing this, they promote false information and encourage more people to click on a clickbait link.
However, if you are a reputable technology or FinTech business looking to create content that entices viewers and encourages them to purchase your product or service, steer away from clickbait titles.
These titles will only damage your businesses reputation and create a high bounce rate. This can impact your SEO because a high bounce rate can be a sign of poor content according to search engines.
This truly is a daunting thing to witness as a B2B content marketer. Keyword stuffing is essentially when a brand overuses or ‘stuffs’ their content with excessive keywords in hopes of ranking higher for that keyword in search engines.
For Example:
If the brand is trying to rank high for the term “FinTech marketing” and uses the following copy:
“Our FinTech marketing services will help push your FinTech marketing efforts far. All you need to do is 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 compressed into a short space. By doing this, the content produced can become unreadable or have grammatical errors within it.
Semrush has numerous pointers on avoiding keyword stuffing and enhancing your content SEO by healthily distributing your keywords. These pointers include:
Finding a few good quality keywords with a high volume and low keyword difficulty is more advantageous than stuffing numerous low-value keywords.
In an attempt to keyword stuff, writers can use incorrect phrases that do not make grammatical sense. This can damage the readability of your content.
The higher the word count, the better it is to spread keywords throughout your content.
Instead of fitting your writing around your SEO, fit your SEO around your writing. This will help you input keywords effortlessly instead of cramming them into a small space.
This is scarily frustrating to deal with as a B2B content marketer. On some occasions, our team has come across content that contains made-up words or phrases. The writer of this content often aims to stand out from the crowd and bring something unique to the table.
However, in an attempt to do so, they can destroy an insightful piece of content by making it cheesy.
Although we love to read a pun or two or even come across cleverly worded content, it’s wise to know your audience and adapt your tone of voice to your audience.
Did you know that the average web user has an attention span of 6.8 seconds when viewing content? But, if a page is well designed and visually appealing, that can be increased by 50 milliseconds?
That’s why long, boring and bland content is every copywriters’ and content designers’ worst nightmare!
If you produce an insightful piece of content that really helps tackle your target audience’s pain points, they can still sign out if the information is not supported by visual design or if it’s complex to understand.
That’s why design and copy must work together to produce engaging and eye-catching materials.
Your content must also be compatible with different devices. This is because 54.8% of website traffic is generated through mobile phones.
This means, if your content lacks a well-written structure and layout that includes paragraphs and headings, or the visuals in your content do not sit well within smaller screens, your audience can struggle to engage with your content.
As mentioned before, we love a good pun or a clever play on words. In fact, the more creative a piece of content is, the more refreshing it can be to read.
However, when selling your products or services, cheesy sales lines can also be the death of your marketing campaign.
For Example:
“Don’t you want to save money?”
“Are you the decision-maker?”
“What’s it gonna take to get you to buy today?”
“Download this eBook today if you want to change your life for the better.”
These sentences can be cringy, cliché and often offensive. So it’s best to stray away from using anything remotely similar.
“If you’re trying to reach everyone, you’ll reach no one.”
Researching your target audience is a must for any great content marketing strategy. That’s why nothing scares our copywriters more than reading content that is targeted at everyone.
To find your target audience and cater for them directly, you must create a customer avatar. This is a hypothetical character who is your ideal customer.
When creating one, you must dive deep into their pain points, what’s keeping them up at night, what are their biggest fears, and most importantly, how you can help combat the issues they are facing.
Once you have your customer avatar in mind, you can cater your content marketing strategy for them. This will also help you find the right tone of voice for them, understand what type of content they are most drawn to and how your content can help transform them into a lead.
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