Improve Your Content in 7 Minutes

Stop doing these 3 things when creating marketing content [If you want results]

Episode Summary

Creating weekly marketing content for your business is A LOT of work and it’s easy to get stuck in a rut and do what you’ve always done—especially when you’re under pressure. But have you stopped to think if you’re on the right track, or could you potentially be driving customers away? This week’s episode is about letting you in on some mistakes that many small business owners and entrepreneurs make in their content marketing. I cover the top 3 things you need to STOP DOING NOW when creating marketing content if you really want results. Listen in to learn more.

Episode Notes

Hi everyone, thank you for joining me again. 

In today’s episode, 'Stop doing these 3 things when creating marketing content [if you want results]', I take you through the common mistakes that many small business owners and entrepreneurs make in their content marketing efforts. 

If you don’t realise it already, your marketing content is so valuable because it allows you to expand your audience and increase your brand’s name recognition without the need for expensive paid advertising. Amazing, right?

However, there are mistakes that can really let your content marketing down, waste your time and drive away potential customers. 

Stop doing these 3 things when creating marketing content [if you want results]:

01:53 What is content marketing?

03:00 Tip 1. Stop making your content all about you

04:12 Tip 2. Stop creating content with no purpose

05:39 Tip 3. Stop frequently changing marketing tactics or refusing to adopt new ones

07:30 To recap

Remember to listen to the full episode for all the details.

To learn more about my business marketing services and training courses visit my website: simonecunningham.com

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Enjoy the rest of your day. I'll see you in the next episode.

Simone 🌸

Location: Gold Coast, Australia.

Episode Transcription

What makes a newsworthy story? Tips to get your business content featured

Even if you’re a small business or a newish entrepreneur, you most likely have big competition. 

It’s probably even more difficult for you to stand out as you don’t have the marketing resources to really grow your business.

This is why content marketing is so valuable, it allows you to expand your audience and increase your brand’s name recognition without the need for expensive paid advertising.

However, there are mistakes that can really let your content marketing down, waste your time and drive away potential customers. 

Today I cover the top 3 things you need to stop doing now when creating marketing content if you really want results. So be sure to keep listening. 

Hi, I’m Simone Cunningham, a content marketing and public relations expert with more than 20 years of industry experience. 

Every week I share actionable tips in content, marketing, video, interviewing and public relations so you can attract more customers, get more sales and position your business as an authority.

To learn more, visit me at simonecunningham.com

If you want to chat with me about my business marketing services or online training courses you can book a call with me. The link is in the show notes.

I don’t know how often you really think about your marketing content, but if you haven’t given it too much thought other than, damn I need to get some content written ASAP, then this episode’s quick tips on what NOT TO DO should really help you.

First, though, let’s quickly cover what I mean by marketing content. 

What is marketing content or content marketing?

This is all the content that you put out there such as blog posts, social media posts, video content, podcasts, webinars, infographics, how-to guides, ebooks, photos and more. You get the idea. 

The number of content options you have to choose from these days is overwhelming and even businesses with the largest budgets don’t choose to do them all. 

Smart small business owners and entrepreneurs are choosing content formats that their audience responds to and communicates their message effectively. 

It's also important to choose formats that you can squeeze the most content out of and repurpose to the max.

For example, a blog post or podcast episode can become videos, infographics, social media posts and more. Pretty cool right? It’s all a matter of how you look at it. 

So now let’s get into the top 3 things you need to stop doing now when creating marketing content if you really want results.

1. STOP making your content all about you 

No one really cares how successful you are as much as you do. Your audience is more interested in what you can do for them.

It’s nothing personal, but if you make every social media post, article or podcast episode about you, you, you, without offering value to your audience, people will soon switch off.

Business owners and entrepreneurs also need to stop producing content with making money at the top of their minds. 

Why? People are smart and can easily sense if you’re trying to sell them or if you genuinely care. 

Another mistake many people make in their content marketing is developing content that is way too self-promotional.

Most of the content you produce should try to solve a customer’s issue or resolve a pain point. Remember to provide value first, before you promote yourself.

You also need to stop trying too hard to sell. 

It’s a turn-off.

Instead focus on creating educational content, that adds value to your audience’s lives and then they’ll be interested in what you’re selling.

2. STOP creating broad content with no purpose

Creating content for the sake of creating content wastes your time and money. 

It's the same for broad marketing campaigns that have no specific audience.

It’s important you also avoid the outdated practice of just writing for search engines without thinking about your audience. 

Long ago Google announced that authoritative content would be prioritised over content that was stuffed with too many keywords.

On top of that many people often produce the same content for every social media channel without adapting it even slightly. 

It is true that not everyone will follow you on every channel and see all of your content, but you do need to pay attention to the differences between the channels.

For example, ask yourself does this post work as well on LinkedIn as it does on Instagram? 

They are two very different channels and your content should be tailored with that in mind. 

Remember to avoid over cluttering your captions, allow them to breathe with space between sentences and add some emojis for fun.  

A big mistake many business owners make is forgetting to add a call to action in every piece of content. 

You need to make it clear what you want your audience to do next, whether it’s for social media posts, blog articles, or landing pages. 

Use action verbs to encourage them to engage with you - such as book a call.

3. STOP frequently changing marketing tactics or refusing to adopt new ones

If you want quick results, content marketing is not for you. Ranking high in organic search and getting sales from social media posts doesn’t happen in weeks. 

It can take years for the cumulative effects of your hard work to pay off.

But for it to work you need a plan. If you don’t have a content marketing strategy and work from a content plan that includes your content calendar it will take much, much longer to see results.

This is because your content will not have clear messaging, a defined target audience, and consistent delivery.

Having a strategy and plan in place will also help you identify the best way to deliver your content - and it’s not always written content. 

You need to shake things up and try something new, even make a Reel or TikTok that’s appropriate for your business and audience.

Many businesses rely far too heavily on written content when a video post would be more effective. 

Social media algorithms are still favouring video content, so it’s worth considering how you can do more of that in your business.

While it’s important to try new trends and not become stale, it’s also vital not to constantly change your marketing tactics because then you’ll never really know what works best.

As I mentioned before the results of your content marketing efforts will not be seen for months or even years, so if you never give anything a chance to work how will you know what works?

Social media algorithms have been known to pick up content and make it popular months after posting, and social media accounts and blogs take time to build interest and momentum. 

So remember the key to success here is to keep going.

To recap

  1. Stop making your content all about you
  2. Stop creating content with no purpose
  3. Stop frequently changing marketing tactics or refusing to adopt new ones.

I hope you got value out of today’s episode. 

If you’re unsatisfied with your current content and ready to learn how to use it more successfully in your business, you can enrol in my Content Boss 1:2:1 live online training courses.

Over 3, 6 or 12 weeks, we review and amplify your content marketing to generate more sales and attract customers you want to work with. 

We clarify your message, so you can say goodbye to feeling overwhelmed during the content creation process. We also implement made-for-you content solutions that position you as a subject authority. 

The end result is confident, organised, and purposeful content marketing that converts.

If you want to learn more, book a chat with me. I’ve popped the link in the show notes.

Also, remember you can join my Meetup Group or Facebook Community, Media and Content Strategies for Driven Business Owners for more tips on how to generate free publicity for your business. I’d love to see you in there.

To learn more about my business services and training courses visit my website: simonecunningham.com.