5 Content Marketing Faux Pas Guaranteed to Lose Readers’ Trust
Content has reigned supreme in the world of digital marketing for many moons - and if you’re looking to gain readers’ trust and position your brand as an expert, authoritative and trustworthy source online, your content needs to be pitch-perfect to satisfy your readers.
To help you achieve this, we’ve put together a list of some of the key content marketing faux pas guaranteed to turn your readers off and lose their trust. With our help, you can learn from these mistakes of copywriters past next time you put your fingers to the keyboard.
1. Not editing your work
It’s undeniably important to let your creativity flow when writing to ensure you capture the true essence of your ideas, but don’t let the creative process end there. Even the most talented writers need to take a step back and fine-tune their work to ensure every piece reaches its full potential and captivates the reader’s attention.
Skipping the editing process is a mistake that could cost you valuable buy-in from readers, as content that lacks focus has the potential to damage your brand reputation and deter readers from engaging with your content in future. To optimise the editing process, allow yourself a short cooldown period between writing and reviewing - giving you some much-needed perspective on the subject matter.
2. Not proofreading your work It’s a common misconception that editing and proofreading are the same thing - they’re not! Editing refers to making significant changes to the content to improve the flow and clarity of a piece. Proofreading is about spotting those pesky errors with grammar and spelling.
The odd typo or grammatical error may not seem like a huge deal in isolation, but it should be if you’re serious about gaining the trust of your readers and encapsulating E-A-T (expertise, authoritativeness, trustworthiness) - a factor taken into account by Google’s search quality raters, from whom its almighty algorithm learns.
By not proofreading your work at least once post-edit, you could miss simple errors that could undermine the overall quality of your content.
3. Not doing your research Whether you’re an expert on the subject you’re writing about or not, readers will find your content far more valuable and compelling if you back up your points with hard facts and evidence. Whether you’re writing about the latest tech trends or imparting financial advice, making the mistake of not researching your topic and focusing solely on your own opinion could mean failing to answer your users’ queries around the topic at hand.
This can result in readers calling your authority and expertise into question, whereas, if you use research and data to further substantiate your points, you’ll be able to align your content with the best in the business. This will make for a flattering association.
4. Not writing for your readers
There’s no doubt that content marketing offers a powerful platform for promoting your brand, but don’t fall into the trap of fixating on self-promotion and ignoring your readers in the process. Creating self-serving content that revolves around your brand is a sure-fire way to alienate even the most loyal followers.
The core aim of any online content you write should be to appeal to your readers’ interests and resolve their search queries, giving them what they need from the time they spend on your site. By getting this focus right and steering clear of self-promotional content, you’ll benefit from being considered a reliable and trustworthy resource. This not only works to increase your brand’s EAT signals, but also effectively promotes your brand in a subtle and authentic way.
5. Overusing keywords
For any brand looking to grow their organic visibility through content marketing, keywords are an integral piece of the puzzle - as these indicate the online demand (or lack thereof) for your topic and form the basis of the topics discussed in any content designed to rank. However, overstuffing your content with keywords can do far more harm than good.
Firstly, keyword-heavy content is more difficult for readers to digest, as it affects the flow of your carefully crafted content - making it a less engaging read. On a less technical note, it also has that indescribable ‘ick’ factor that just looks and feels spammy - today’s savvy online users have an acute detector for this sort of thing, so write for them rather than the more primitive search engines of days gone by.
Secondly, Google’s Panda algorithm update, initially rolled out in February 2011, was specifically designed to filter out and penalise sites with low-quality, keyword stuffed content - resulting in lower (or even nonexistent) SERP rankings for the offenders. This means sites in the modern age who adopt this tactic will be deemed less authoritative compared to their competitors - not to mention nigh-on impossible to find in organic search.
By avoiding these common faux pas, you stand a far better chance of building meaningful relationships with your readers - giving them the valuable information they need through the medium of high-quality content.
Do you need a little nudge in the right direction when it comes to crafting authentic and creative content designed to gain the trust of your readers? Well, luckily for you, Paragraft’s team of expert content writers are on hand to help.
From comprehensive content research and writing to thorough editing and proofreading, we’ll help you hone in on what your readers really want and establish your brand as an expert, authoritative and trustworthy source time and time again. Get in touch today for more details.