16 July 2012 15 Comments

12 viral diseases that can kill content marketing fast

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Content creation, Content Publishing, Content marketing, Thought Leadership, Online content marketingEveryone knows we live in the age of conversation with the advent of technology powered by social media. The backbone of every conversation is based on relevant content ‘curated’, published and marketed through right platforms couple with a high dose of spirit of sharing and promotion of others. In content publishing and marketing, it is essential we understand things may not always follow our selfish aim.

Having being involved in content creation, publishing and marketing in a bid to create awareness, build thought leadership among many other factors for a couple of years, I have discovered the following as fatal viruses that can cut short the benefits of  whatever  value content assures in social media. It will be good to avoid them.

Brag: While some aim to use content to build content marketing, they inadvertently turn their content into a bragging platform. There is a thin line between being a thought leader in your field and bragging about your achievement. Never use content as a bragging tool, people will discover and soon you will be on a solo run.

Have no credibility: Every content platform rests on the credibility of the publisher. It takes great name and lots of credibility in something before content will gain traction. Without credibility of the content curator, there will no success.

Look for overnight success: Another virus that destroys content marketing is haste. Being in haste makes a content publisher do the unthinkable. They spam or just want spread or cover every topic under the earth.

Do not have a niche or focus: content without a niche or focus is a viral and deadly disease.

Show no commitment: Content dies easily without enough commitment to it. Have a long time view and give a deep rooted commitment to flourish.

Jargon: When you speak too many jargons, you are unwittingly destroying the process

Haphazard: content marketing is like a good soup. Every soup or stew needs a combination of key ingredients to taste well. Never prepare your content in a haphazard way or else you will destroy the taste.

Refuse to inspire: Great content must inspire readers and community to become better or well- informed. A content that refuses to inspire is already dead on arrival.

Uninteresting headline: Headlines are vital. It must spur readers to know more. Learn the art of great headline to excel.

Use font size that is not legible: the essence of great content is to ensure community members are satisfied. Part of what makes this so is for the text to be legible or readable. What is the value of a great content that people need to squeeze their faces to follow through? A good part is to use right font size for the text. For video, voice and image quality are essential.

No share button: Content marketing thrives in situation where everyone can freely share. Without relevant share buttons, content becomes a pond of water that cannot flow. It soon begins to stink

Do not bother about SEO: The last virus we will look at for now is for content to lack right SEO features. Without SEO, content visibility will become a burden.

What other factors do you know? Please share.

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