The world of content marketing is changing. Rapidly. So, you must be on the ball when it comes to content creation. Many businesses are still making mistakes and are not sufficiently adapting to the changing climate. So here are 3 quick-fire blunders you really need to avoid in 2024.
- Relying Heavily on AI for Articles
AI has landed with a bang in the content marketing world. It’s here to stay and will only get better. But it doesn’t mean we all need to turn into algorithm-led robots. Far from it. Yes, content writing tools like ChatGPT can help with idea generation and even article structure. They can get the ball rolling and make a blank page look less daunting. But AI can’t replicate human emotion or capture the subtle nuances of human language that bring marketing to life.
If, like many other brands, you want to throw an article title at ChatGPT in the hope of generating instant content you don’t have to pay for – go ahead. But don’t expect your work to be original, unique or even that interesting. ChatGPT pulls content from existing articles on the web and learns how to present it in the format you’ve asked for. It’s a regurgitation.
Instead of being a slave to AI, why not be imaginative? Tell your own stories. Capture imaginations. Tug on heartstrings. And allow people to fully connect with your brand in a way that AI simply doesn’t allow.
- No Clear Ownership of Content
A content marketing strategy is not an add-on to an existing job title. It’s not something you should thrust in its entirety upon an already stressed PR Manager or a Social Media junior. Companies need a dedicated content marketer – someone with the skills and know-how to plan content ideas, manage budgets and delegate work to writers if they don’t have time to do it themselves. Outsourcing is also a good idea. But a clear budget is needed and the importance of content marketing and why you’ve hired an agency must be understood across the board to ensure high-quality content can be created regularly..
Relying on user-generated content to save time, repurposing old content with no edits and a new date or posting once in a blue moon could negatively impact your SEO efforts. So be sure to seek professional assistance and recognise that content marketing isn’t an afterthought. .
- Being Obsessed with ‘Going Viral’
Your CEO that no-one has heard of might want to ‘go viral’. But if they have no ideas of how to stand out from the crowd, they’re just going to be well-known in the office for mediocrity. Fact.
While a viral video can boost brand awareness and increase your outreach, the best way to secure brand credibility is to embrace thought leadership in your specific industry. People want to see fresh insights, data and expert analysis on a certain niche. They need new perspectives on pertinent issues and challenges as well as innovative and useful ways to overcome pain points. They don’t need a man in a suit trying to rehash a TikTok Challenge for likes.
The more original you can be and the more informative you are, the more likely you are to develop a strong following. Prioritise quality over quantity and become well-known for posting content that’s helpful and designed to drive your industry forward.
Improve your content marketing strategy with the help of Minerva Creative. Get in touch with our experienced team today.
