14 Apr Content Marketing to Keep Your Readership
Do you ever think about just how much is out there on the internet? With every passing moment, an unprecedented level of activity is taking place all over the world and across the web. For this reason, many users can overlook your site due to the “fatigue” they feel after being inundated with advertisements, sales, and just general content. If you employ content marketing strategies on your website, learn how to keep their attention by not driving them away.
Don’t Annoy Your Audience
A lot of brands online “unknowingly use tactics that annoy site visitors and slowly but surely drive a wedge between the company and its audience.” Annoying your audience is very obviously not a good thing and it can result in a drop in engagement in no time. Think of this whole thing like a company that sends you too many emails: you’re bound to unsubscribe from their mailing list, right? In a similar way, if you aren’t doing your content marketing right, people will stop visiting your site. It’s that simple.
So, how do you avoid ‘annoying’ them? For one thing, make sure you aren’t posting too frequently. There is a very delicate balance between the amount of posting that you need to do to engage people and a limit at which they become irritated. If you are posting too much, then the odds are that you will “end up flooding their blogs with mediocre content and their social media followers’ feeds with sub-par updates.” It’s nearly impossible to churn out high-quality content each and every time, particularly if your updates are every day. So, instead, take the time to offer less content, but of a higher quality, since you have the time to make it better.
Another point to consider: is your writing “too content-centric?” This sounds confusing at first, but it has a simple meaning. If you are thinking more about what you want to write rather than what your audience actually wants to read, then it is content-centric, rather than audience-centric. You may even think that you have their interests in mind, but unless you can say with confidence that you definitely do, then you are likely just guessing. After a while, this will “minimize the impact of your campaign, hinder engagement, lower readership, and gradually drive your audience away.” Doesn’t sound good, does it?
Content Marketing Shouldn’t Be a Sales Pitch
Something that a lot of blogs employ in their content marketing is language that is… well, pretentious. Don’t write in an overly-complicated way. Don’t use unnecessary “jargon” from your industry that most people won’t pick up on at first read. Writing should be simple, clear, and easy to understand. It should get your point across without your readers having to do research just to understand what you’re telling them. Content can be clever, funny, and engaging, but it should never sound haughty or insincere. Be honest with yourself about your tone, or at least have someone you trust read it over and give you an honest opinion as to how you come across. You’ll thank them later!
Finally, if most of your content marketing ends with a sales pitch, or is just centered around selling something to your audience, then you’re likely going to realize that people don’t like being constantly sold to. Readers want content that provides them with something, like tips or tricks or knowledge, and perhaps the easiest way to drive them away is to turn everything you offer into an effort to sell something. This is certainly fine every once in a while, but if you’re pitching them a sale in every single post, then you can bet that your engagement will decrease over time.
There are a lot of ways, unfortunately, that you can turn people off to your content. However, there are also a lot of ways that you can learn to appeal to them. To learn more about how to boost engagement via content marketing, get in touch with Eyler Creative. We will work with you to develop and execute a marketing strategy tailored specifically to your business’s needs.
We are a digital creative agency in Baltimore, Maryland with an excellent team of marketing managers, creative designers, developers and programmers all working together with one common mission – to deliver the absolute best client experience and solutions to reach your goals. We’d love to work with you on your next project.