1. Your Titles Are Deceptive
There’s nothing that drives me away from your website faster than a deceptive title. If you’ve written a piece called “6 Social Media Statistics” and proceed to chatter about how to use hashtags on twitter
, there’s a strong chance your readers will go running for the hills. The key to building trust in marketing
is honesty, which means your content needs to be good enough to inspire a great title.
2. Your Language is Clichéd
I know content managers aren’t the only ones who are getting really tired of certain words. Killer, guru, ninja and pirate top my list. Your titles need to be intriguing and head-turning in order to gain clicks or shares, but you’ve got to introduce some variety. It’s challenging for high-velocity marketing writers
to use original language. Ask your coworkers for insight on whether you’ve been overusing any language. I did, and as a result we hardly ever use the word “epic” any more at Inbound Marketing Agents.
If you’re not convinced, let’s talk about the word “guru.” Merriam Webster
defines the term as “one who is an acknowledged leader or Chief proponent.” But suddenly, everyone is a guru. Check it out, there’s actually over 35 million Google results for the long tail key phrase “social media guru.” Thanks to the miracle of self-published content, everyone can be an acknowledged leader:
The point is clear: don’t overuse language, particularly when it’s too extreme to believe, or overly popular to begin with.
3. It’s All About You
I really don’t mind business blog content
about your company, as long as it’s relevant to my questions. I’m not alone in this regard. “If it doesn’t benefit us, entertain us, educate us, solve our problems or advance our causes, we don’t want it,”
is how Marketer Eric Wittlake
describes the phenomenon of the consumer versus the content marketing.
4. It’s Not Authoritative
Enough information is consumed online each day to fill 168 million DVDs
. Your prospects don’t have time for content that’s not overtly authoritative. To make things more complex, there’s no uniform definition of authority. It depends on what resonates with your buyer personas. Not everyone will react well to an in-depth, 5,000 word case study but certain personas will accept nothing less. Take a cue to avoid the tactics of the “bad” and “ugly” cowboys in the video, and make a point to use the following tactics to increase authority: