5 Content Mistakes You're Making in Your Business
Content mistakes are everywhere. Our world is drowning in the fruit of these mistakes, making it difficult for us (and our ideal audience) to figure out what content is “good” and what’s a waste of their time.
Wouldn’t it be great if you avoided the content mistakes altogether?
How many of these content mistakes are you making? Find out how to fix it here:
Content Mistake 1: You think you have to post everywhere all at once.
If you spread yourself too thin, you’ll suck at everything.
Step 1: Figure out where your audience is and meet them there.
Step 2: Focus on one medium and master it to move forward.
Step 3: Create a dedicated presence and expand.
Let’s say your ideal audience is brides. Where is the first place you think they’ll be?
Most people think Pinterest is a social media site, but really it’s a search engine. That’s okay though because it’s pretty damn important to A LOT more businesses than most people think. If you’re going to focus on Pinterest, a blog is probably best. A blog can be videos, audio, written content or a combination. Find what feels good for you
Now, what if you work with painters?
Youtube, a blog, Instagram.
Figure out where you audience is and put your content in front of them.
Regardless of how you market your content (where you share it), having a single place where people can find you is important. I’m an avid believer that you need some kind of house for your content. It’s where all of your marketing leads back to - where you base your videos, posts, pictures, thoughts.
For most, that’s a blog or content site.
Content Mistake 2: You don’t focus on audience needs/problems/struggles.
Fluff is unfortunately clouding A LOT of the world’s perception.
We enjoy GIFs, videos of puppies, and the everyday quote, but the fluff is making it difficult to move forward with ideas, create better products, and make a difference with your audience.
Don’t get me wrong - the occasional funny post, go for it.
But 98% of your content has to focus on your audience’s needs.
And that may be humor if that’s what’s necessary in that moment.
Consider these three things to avoid this content mistake:
What is your audience’s number one priority with your niche/subject?
What are the issues or problems they face with that priority?
How can you help ease some of that pain?
Keep it simple. Choose one problem.
Content isn’t complicated.
I’m going to say that again - Powerful content is purposeful, pointed, and painless.
Meaning - Your content needs to have a purpose, be directed at fixing your audience’s struggles, burning desires or needs, and - most of all - doesn’t cost precious brain power for you or them.
They don’t have to work too hard to understand it.
You create it with intention - to get them to do something or move forward.
And you are giving it to them for a reason.
Content Mistake 3: You post just to post
Post with a purpose.
Sometimes sharing a picture of your latte is okay - but most of the time no one cares.
Because it doesn’t do anything for them.
Content has become synonymous with oversharing information. People seem to think that what any person posts on Facebook, Instagram, and other social media platforms - sharing their plate of eggs benedict, or a coffee picture - is considered content.
It’s not good content until it serves a purpose.
If you’re sharing a picture of your smoothie bowl, it better be because you’re a health coach, baker, run a food blog, or are developing a self-care section of your website.
It’s related to your niche. You’re showing it to give some insight, a snapshot into your life.
I’ve been guilty of this - as have we all.
I’ve shared pictures of me with a coffee cup, but I created that post to show them that I was working on content today. It was partially post just to post, partially trying to connect it to my business.
Safe to say, it wasn’t what was best.
When you post, make it something worth reading, watching or sharing.
Post because it means something.
To move you or your audience closer to a goal.
To help solve a problem or inspire someone.
Give them a snapshot into your life, with the intent to help them move forward or spark a conversation... a connection.
Every time you are crafting a post, ask yourself, “What is the purpose of this? Will it inspire someone? Lead to a sale?”
Also use your content to create purpose in your audience. Your posts are not all about profit, so think of the bigger picture. Think of the impact the piece of content you’re working on will have on the world. Create a better culture with it.
Use your content as a tool to make the world better.
“We will leave the world better than when we found it.”
- Daenerys Targaryen
Decide before you post and your content will lead you forward, not hold you back.
Content Mistake 4: You think it can only be used once
Repurpose - It’ll save you more time than you know.
Many people I talk to think that just writing a blog means nothing, but also that they only write it and then share it.
Content is a multi-functional piece of awesomeness…
… and you’re probably wasting its full potential.
Write a blog post. Turn the key points into images, an infographic. Create pins for all of your images to put on Pinterest. You can also share these same key points in a video - Facebook Live, Periscope, Instagram video or on your Youtube channel.
The content that sheds light on a subject or teaches your audience can be turned into a workshop. Invite your audience through an email list opt-in, then notify them the day you’ll be teaching it.
Your content piece can be shared throughout the entire week on Instagram - or just the main question of the blog post itself. You can share phrases from your content, main points or questions you’re answering. Melyssa Griffin does an excellent job of this.
Answer a question on an image.
Record a quick discussion about it on FB.
Write a blog post answering step-by-step how to solve that question.
Turn those points into an Infographic.
Share it all on social.
Make the most use of your content that you can.
Scatter the content throughout the week, month, year and even after.
Content Mistake 5: You don’t make it lead to a connection or sale
This was my worst mistake when I first starting writing content.
I’d write puff pieces.
Some pieces were good, entertaining bits of information - but they didn’t fill me with joy or move me toward my goal.
They didn’t help people.
It’s not always about sales or making money… even though we all want that.
(Let’s be honest here.)
Posting for fun is cool, but “cool” never made lasting effects.
Neat. Gee whiz that’s nifty.
The Kardashians are, like, so funny.
eBooks are the next best thing. Paper books are going away.
Yes these things are cool. They make money, but eventually they’ll fade.
Their influence will be replaced with newer, shinier products.
They made an impact because a lot of people latched onto this new idea, or need an escape from their current way of life.
Shiny objects get old easily in our distraction-riddled world though - because we’re searching for things that keep our interest, make us want to stick around, and bring us long-lasting joy.
That’s why some relationships work out. Why marriages and friendships last.
Your content should influence. Whether that's a connection or a sale is up to you.
Your content can do that.
It can make a lasting impact on your audience, but it has to lead them to something - and you, too.
Your content needs to lead somewhere.
Don’t create content that doesn’t contribute to the world, to your audience’s solutions. We have enough of that. Make something worth buying, experiencing and telling friends about.
You might’ve made some of these mistakes.
That’s totally cool.
Don’t feel bad. I have, too. I’m glad you’re here to grow from them, and I’ve got something to help you with that.
Every time you create a piece of content, ask yourself these questions and you’ll be more likely to create content that attracts your ideal audience, makes sales and grows your business.