Please do not exaggerate! The Don’ts of Content Marketing

Posted on Posted in Basics

Content Marketing offers numerous opportunities to make your company popular with existing customers and to enthuse new customers for your brand. Nevertheless, you have to pay attention to prevent a drift to annoying marketing methods.

Therefore, my recommendation to everyone who practices Content Marketing: Please don’t exaggerate!


Marketing You Won’t Hate

“Marketing you won’t hate” is a popular description for Content Marketing because of the fact that it should provide customers with an added value and not press uninteresting offers upon them.

However, every day I see examples of agencies, companies and marketers, who devote themselves to Content Marketing but use certain methods which I consider as very annoying. Therefore I have compiled a small (non-exhaustive!) list of methods, which I strongly recommend not to use:

  • Datensammlung en masse: Evidently, collecting data is a very important thing to do. Nevertheless, in that respect it is crucial to act very carefully. If I want to download an e-book or a certain template which is claimed to be free of charge, it is very irritating to get asked – in addition to my mail address and my name – also for my telephone number, home address, company name and size as mandatory fields. Normally, if that happens, I consider very very carefully, if I really need the offered services.
  • The e-book trap: If you want to offer an e-book, please make sure that the content is really substantial enough. I, for my part, expect a document with at least 50 pages. I am disappointed when I “pay” with my personal data and all I get in return is a 10-page document, half of it filled with nice pictures. And although I have not paid with money, I feel a little betrayed.

Tip: If you want to publish a 10-page document, call it “e-paper” to avoid false expectations.

  • The e-mail flood: Though this aspect not only applies to Content Marketing, it has to be mentioned due to its importance: Too many newsletters are annoying. Period. Even if I have a lot of content which I am certain that my customers are interested in, that does not justify daily newsletters. You should summarize the topics or choose a main topic and offer your customers the possibility to browse through the others on your website.

Tip: If the daily newsletter is considered as absolutely necessary, inform your subscribers in advance that they will receive a newsletter every day, if they subscribe.

  • Do not exaggerate! This applies especially to “call-to-actions”. Respective requests should (as the name suggests) call for a certain action – but not in a too obtrusive way. Trying to prevent your users from leaving the website with pop-ups or convincing them to at least subscribe to your newsletter will most likely be considered as obtrusive and not very pleasant.Or take the example of newsletter cancellations: It is a good idea to ask why a user wants to unsubscribe. Not such good ideas are a whiny video or excessive exhibited grief about the fact that somebody unsubscribes your newsletter. This does not create an authentic impression at all, nor does it stop anyone from unsubscribing.

These are just some examples of annoying marketing methods. Have you also seen examples which you would like to share or do you have a totally different opinion? Tell me in the comments!

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