Content – Velocity Media

19 January 2015

Four content marketing mistakes you need to avoid

There is no questioning the benefit of content marketing. But while attracting and converting customers with valuable, relevant and consistent content can yield a significant return on investment, not everyone gets it right.

To ensure you do, here are four of the biggest content marketing mistakes businesses frequently make so you can make sure you avoid them.

Mistake #1 – Thinking like a marketer not a publisher

When it comes to content marketing you need to think like a publisher not a marketer. A marketer’s focus is on selling, where a publisher’s focus is on producing interesting content that engages readers and keeps them coming back.

Your content should build your credibility and expertise and showcase your value in such a way that readers see the benefit in working with you without you having to push for the sale. Sales naturally come when you add value.

Mistake #2 – Being inauthentic

When customers and potential customers sense inauthenticity they lose faith and you lose followers. To build credibility in your content marketing you need to be authentic.

To ensure you are being true to yourself and your brand you need to know what you stand for, why you do what you do, who you are targeting, what they want and why you are using social media. When you know this you can then establish your tone of voice, personality and the content that aligns with both you and your target market.

Mistake #3 – Unoriginal content

There is nothing worse than reading blog posts, books and resources that are a regurgitation or blatant copy of someone else’s content.

While it is only natural that some content will be similar when you have a similar viewpoint or process to someone else, you can always find a way to make it your own. It could be through using a personal anecdote, a case study of a client, your professional experience or approaching the topic from a different angle.

Mistake #4 – Publishing for the sake of publishing

We’re all told about the importance of regular content. In fact it’s drummed into us so much that often regularity gets prioritised over quality.

The result? We publish content we know isn’t our best, prescribing to the theory that something is better than nothing. But it’s not.

You can lose credibility and followers if your content isn’t valuable to your readers. Missing a blog because you can’t think of anything to write is far better than publishing something that is irrelevant or of a lower standard.

Amanda

13 October 2014

Seven tips for writing content quickly

Sometimes in business we are presented with opportunities that require us to produce a lot of content quickly. It could be for an editorial, a guest contribution to a blog or e-book, an awards submission, a presentation or pitch or even our own book or e-course.

While you can know your topic inside out, putting it down on paper can trigger all sorts of procrastinating behaviour and overwhelm, slowing down or stopping the writing process altogether resulting in lost opportunity or revenue.

To help you overcome distractions and package up your knowledge easily here are seven tips for writing a lot of content quickly.

1. Decide on your topic and audience

The first step in producing content quickly is to work out the audience you are writing for and the topic you will be writing about. In order for your writing to be successful, from a sales and public relations perspective, you want to have the two well aligned and write about a relevant issue that is of interest to your target audience and the media.

2. Map out chapters, pages or sub-headlines

Depending on what you are writing, do up a quick mind map of your chapters, pages or sub-headlines and then break it down further again to include the main points under each. Structuring your writing like this will give you more clarity around your topic, ensure you stay on target to achieve the outcome you want and help you avoid overwhelm.

3. Start anywhere

Once you have your content mapped out you can make a start in the area you feel most inspired. You don’t need to start at the beginning and work through in order. In fact as a copywriter I can tell you that 99% of the time I start in the middle. I prefer to do the introduction last so I can make sure the beginning sums up and leads into the rest of the writing project.

4. Use anecdotes

Stories, examples and case studies not only create an emotional connection with your readers, they also make your points more memorable, easy to understand and your content more inspired and fun to write.

5. Use a voice recorder

While sitting down and writing can work for some of us, for others it can stifle creativity. If you recognise that you are more creative standing up, walking around, speaking or being in front of the white board jot down brief notes and speak into a voice recorder. Leverage your creativity by finding the process that works best for you.

6. Record all ideas

Once you start the writing process you can find yourself being inspired at all different times throughout the day and night when you least expect or want it. For this reason make sure you have a way to record your ideas keeping a notepad and pen or your phone near you at all times.

7. Edit upon completion

The biggest productivity killer in writing isn’t procrastination it’s perfectionism. Give yourself the freedom to write the entire first draft before you start editing and critiquing. Editing as you go can slow the process down (or bring it to a halt) and waste periods of inspiration.

Have you had to produce a lot of content quickly? How did you go about it?