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5 Things NOT To Do in Content Marketing

5 Things NOT To Do in Content Marketing

Content marketing is incredibly important for any business of any size. After all, it can be the make or break of your success. Therefore, it is incredibly important that you take a careful approach with your content marketing plans.

To help you on your way, I have put together the top 5 things that you should never do when putting together your content strategy.

1. Putting together below standard content

Some people seem to think that any copy is better than no copy. But this isn’t strictly true. In fact, a poor copy could be harmful and perceived negatively by your target market. Posting a blog post that has no value, would not move a needle in building your online reputation and authority.

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If you are lucky, then Google will simply hide that shameful content away. But if it does sneak through on the rankings then you could end up being thought poorly of by those who you wanted to add to your client base.

Be aware of grammar, spelling and how the piece is put together. If you simply do not have time to give the content your full attention, then find someone who can.

2. You are not teaching them anything

Presumably, the main goal of your content is selling your service or product – it should never seem like that. In the most part, your customers will be reading the post as a way to gain information or knowledge. So, failing to do this within the content could really harm your success rates.

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Recognize the issue that your customers may be having and then use your content to present a variety of solutions (with you included). Better yet, if you have an industry secret or perhaps something that you can share, this can also make a great foundation for a blog post.

Remember, web users have built an immunity against self-promotions, and it takes them less than a second to identify one. Hence, be prepared to provide your potential readers with a quality piece that solves their problems.

3. Not doing the groundwork

No-one enjoys spending their time laying the foundations of content, especially since you may be short on time and resources.

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Look at who you are trying to appeal to, what they may need and how you can help them. By making sure that you know more about these basics will ensure that you are able to put together some high-quality content that will truly reward your business.

Ensure that the topic is well-researched before proceeding with publishing, and plan how you’re going to promote it beforehand.

4. You forget your call to action

This is a big mistake that people make when putting content together. If your final goal is to sell, ensure to add a clear call to action.

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A call to action provides those who have read through your content with an opportunity to move onto the next step. Whether that is simply just a contact form or a telephone number, any method to communicate with you is going to mean that they know where to go if they need you.

5. Failing to communicate

Whilst you can create an amazing content strategy for your business, if you don’t spend time communicating with your customers, then you won’t see them returning. Take the time to comment, respond and engage with your readers, and you will see your reputation grow tremendously.

Also, take negativity with a grain of salt. Some people may not appreciate your work or may have different opinions, but this isn’t something you should take personally. Instead, take it is an experience.

So, there you have it, the top 5 mistakes that those putting together their content strategy make. Obviously, there are many more mistakes to avoid, but, by avoiding these 5 pitfalls, you will be able to provide your users with the content that is helpful, relevant and engaging.

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Dmytro Spilka

Head Wizard

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Last Updated on March 29, 2021

5 Types of Horrible Bosses and How to Beat Them All

5 Types of Horrible Bosses and How to Beat Them All

When I left university I took a job immediately, I had been lucky as I had spent a year earning almost nothing as an intern so I was offered a role. On my first day I found that I had not been allocated a desk, there was no one to greet me so I was left for some hours ignored. I happened to snipe about this to another employee at the coffee machine two things happened. The first was that the person I had complained to was my new manager’s wife, and the second was, in his own words, ‘that he would come down on me like a ton of bricks if I crossed him…’

What a great start to a job! I had moved to a new city, and had been at work for less than a morning when I had my first run in with the first style of bad manager. I didn’t stay long enough to find out what Mr Agressive would do next. Bad managers are a major issue. Research from Approved Index shows that more than four in ten employees (42%) state that they have previously quit a job because of a bad manager.

The Dream Type Of Manager

My best manager was a total opposite. A man who had been the head of the UK tax system and was working his retirement running a company I was a very junior and green employee for. I made a stupid mistake, one which cost a lot of time and money and I felt I was going to be sacked without doubt.

I was nervous, beating myself up about what I had done, what would happen. At the end of the day I was called to his office, he had made me wait and I had spent that day talking to other employees, trying to understand where I had gone wrong. It had been a simple mistyped line of code which sent a massive print job out totally wrong. I learn how I should have done it and I fretted.

My boss asked me to step into his office, he asked me to sit down. “Do you know what you did?” I babbled, yes, I had been stupid, I had not double-checked or asked for advice when I was doing something I had not really understood. It was totally my fault. He paused. “Will you do that again?” Of course I told him I would not, I would always double check, ask for help and not try to be so clever when I was not!

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“Okay…”

That was it. I paused and asked, should I clear my desk. He smiled. “You have learnt a valuable lesson, I can be sure that you will never make a mistake like that again. Why would I want to get rid of an employee who knows that?”

I stayed with that company for many years, the way I was treated was a real object lesson in good management. Sadly, far too many poor managers exist out there.

The Complete Catalogue of Bad Managers

The Bully

My first boss fitted into the classic bully class. This is so often the ‘old school’ management by power style. I encountered this style again in the retail sector where one manager felt the only way to get the best from staff was to bawl and yell.

However, like so many bullies you will often find that this can be someone who either knows no better or is under stress and they are themselves running scared of the situation they have found themselves in.

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The Invisible Boss

This can either present itself as management from afar (usually the golf course or ‘important meetings) or just a boss who is too busy being important to deal with their staff.

It can feel refreshing as you will often have almost total freedom with your manager taking little or no interest in your activities, however you will soon find that you also lack the support that a good manager will provide. Without direction you may feel you are doing well just to find that you are not delivering against expectations you were not told about and suddenly it is all your fault.

The Micro Manager

The frustration of having a manager who feels the need to be involved in everything you do. The polar opposite to the Invisible Boss you will feel that there is no trust in your work as they will want to meddle in everything you do.

Dealing with the micro-manager can be difficult. Often their management style comes from their own insecurity. You can try confronting them, tell them that you can do your job however in many cases this will not succeed and can in fact make things worse.

The Over Promoted Boss

The Over promoted boss categorises someone who has no idea. They have found themselves in a management position through service, family or some corporate mystery. They are people who are not only highly unqualified to be managers they will generally be unable to do even your job.

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You can find yourself persistently frustrated by the situation you are in, however it can seem impossible to get out without handing over your resignation.

The Credit Stealer

The credit stealer is the boss who will never publically acknowledge the work you do. You will put in the extra hours working on a project and you know that, in the ‘big meeting’ it will be your credit stealing boss who will take all of the credit!

Again it is demoralising, you see all of the credit for your labour being stolen and this can often lead to good employees looking for new careers.

3 Essential Ways to Work (Cope) with Bad Managers

Whatever type of bad boss you have there are certain things that you can do to ensure that you get the recognition and protection you require to not only remain sane but to also build your career.

1. Keep evidence

Whether it is incidents with the bully or examples of projects you have completed with the credit stealer you will always be well served to keep notes and supporting evidence for projects you are working on.

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Buy your own notebook and ensure that you are always making notes, it becomes a habit and a very useful one as you have a constant reminder as well as somewhere to explore ideas.

Importantly, if you do have to go to HR or stand-up for yourself you will have clear records! Also, don’t always trust that corporate servers or emails will always be available or not tampered with. Keep your own content.

2. Hold regular meetings

Ensure that you make time for regular meetings with your boss. This is especially useful for the over-promoted or the invisible boss to allow you to ‘manage upwards’. Take charge where you can to set your objectives and use these meetings to set clear objectives and document the status of your work.

3. Stand your ground, but be ready to jump…

Remember that you don’t have to put up with poor management. If you have issues you should face them with your boss, maybe they do not know that they are coming across in a bad way.

However, be ready to recognise if the situation is not going to change. If that is the case, keep your head down and get working on polishing your CV! If it isn’t working, there will be something better out there for you!

Good luck!

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