For many writers working in content marketing, crafting articles meant to advertise or sell a brand feels simple and easy. But despite how easy content writing might be, mastering it requires great awareness, dedication, and polished skills. Improving your articles and web pages to be informative, interesting, and engaging means thoroughly knowing common mistakes to avoid.
Some guidelines can be as obvious as avoiding misspellings and proofreading, but other underlying strategies require a deep understanding of how content marketing works. You not only need great experience in writing but also talking to the audience and selling them on a brand.
But even the best content writers can make obvious mistakes while writing, overlooking problems while writing monotonously. By remembering just a couple of common mistakes of other writers, you can avoid falling into the same traps.
Have you ever read an article that seems to go on and on, but provides little substance overall? Your mind begins to wander as words begin meaning little and you find yourself skimming for the important information. At this point, it feels like the writers are procrastinating to keep you around until you finally give up. In fact, you might feel like you could be stuck there right now because you are.
This is an example of what writers call “fluff,” information that has been stretched to a tiring and pointless degree. Typically, content marketers write fluff to pander to the audience or keep them around longer. Writing fluff not only bores readers, but it can be insulting to their intelligence and steer them away. You can provide better with content written concisely and to the point rather than delaying important information.
You can however go too far in the other direction as well and write webpages and articles filled with jargon. Jargon defines technical terms that most people in a circle use and understand best, and normally remain unfamiliar to most people. When you begin filling a page with a lot of jargon, you risk confusing and losing the audience altogether. Instead, you should be willing to use and define some of the most important jargon, but not overdo it.
Much like fluff, not only can the meat of articles become monotonous, but so can the topics you write. After writing content for a considerable amount of time, writers can be prone to repeating, redoing, and rewriting about the same topics repeatedly. While revisiting a topic to bring something new to the table can stir new interest, regurgitating will not.
Repeating and rewriting topics around the same keywords and topics can cause cannibalization of your content. With different pages and articles competing to provide the same content, you can be splitting attention. Instead, each topic should stand on its own and provide all the information a searching reader will need. Your best course of action when revisiting an older topic would be amending older pages or deleting it and replacing it with a new page.
Content writers—especially newer ones—sometimes jump into an article without any real plan. At best, they might look at style guides and work from there, but your audience deserves better. You should go beyond following guides and discover your own tone of voice, and style while planning out articles. Before constructing articles or webpages, you should consider the following:
When writing for your content marketing team, the group must establish content rules: important rules your business should never break. This can include specific rules, such as writing to a certain length and mentioning certain values. These rules should be provided for both regulars and new writers alike for reference.
Websites need to establish topic areas for specific subjects, amount of coverage, and staying within boundaries. Without it, many content writers blindly seek topics without a clear and concise vision. Stating brand mission and values provides focus, direction, and highlights the content and brand. Writers can clarify these with sub-headers, headlines, and website tags. These not only help readers find what they need but help content writers keep a focus.
With the right skills and knowledge, you can avoid such mistakes and create high quality, polished content for your brand. If your content marketing team is struggling to create the content your brand needs, you can seek help. Through services such as law firm marketing, social media management, and blog distribution networks, Actionable Agency can help. By offering many marketing solutions and web development for law firms across the country, we extend their reach and develop their business. At Actionable Agency, we can provide an analysis of your current strategy and website of your firm to help formulate new solutions. For more information, call us toll-free at (855) 206-9689.