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If you are a content marketer, your top priority should be reaching your audience and resonating with them. Research shows that only 28 percent of content marketers use mature tactics that don’t annoy visitors and drive a wedge between the business and the consumer.
That means that unfortunately, a large number of marketers just don’t get it. They still engage in several turnoffs that cannot appeal to their target audiences which is why they don’t see great results.
At its worst, you can experience diminishing traffic numbers, scarcer leads, declined sales, and lesser brand equity.
To avoid this, ensure you avoid the following marketing turn-offs so you don’t drive your audience away:
Company-Centered Content
To capture your audience, it is important that you provide valuable and relevant content. The customer needs to feel connected to the brand.
It doesn’t matter how interesting and current the information in your blog post is. If your audience doesn’t find resonance with the information you are providing, there is no way you can be effective.
In fact, you may just risk driving a wedge between you and your target audience if your content is all about you and not what you can do for the other person.
You want your content to have an impact and that’s why you should make it speak to your audience and their issues and obstacles. Focus on the topics that are near and dear to the audience and it will appeal to many more people.
Pre-Occupation With Selling
A number of potential buyers are turned off by the content that required to “buy now” when they know little about the benefits and business selling it. This isn’t to say that companies shouldn’t aim to promote their brands, generate more leads, and increase their sales revenue.
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In fact, that’s why you provide content in the first place. Although you may want to see instant results from the energy, time, and money spent on your marketing campaign, being fixated on selling rather than informing is a no-no.
Avoid trying to push products down the throats of your prospects. Making a quick and dirty sale should not a priority. First, you want to inform and educate before anything. Let people know why they should want the product or service and what it will do to help them.
Use content marketing to build relationships, nurture leads, and get repeat customers.
Too Much Content
Providing some content can be good for your business, but too much will just overwhelm your audience. Don’t spend time competing with your rivals on the basis of quantity over quality.
Don’t fall for the lie that more content will result in increased leads. Why should you risk overwhelming your audience with too much information, anyway?
If anything, you risk compromising the quality of your content before eventually making it seem mediocre. You also don’t want to end up suffering from exhaustion due to working on too much content. Find out the ideal frequency of content creation for your business and stick to it. This could be weekly emails and blog posts or whatever your audience responds to best.
Summary
One of the worst things you can do when marketing is turn your ideal audience away. Be sure to avoid these common marketing turn offs so you can have much better results and generate repeat customers.