February 24, 2015
5 Ways to Fail at Social Storytelling
Don’t worry. This post is not really about failing. But since we usually share tips on how to succeed at using content (stories) to build brand awareness and gain more customers we decided to use this blog to share 5 common content marketing mistakes or misconceptions to avoid.
1. More is Better: Effective content development for your website, your social media channels, your blogs, etc. is based on posting high quality and relevant content as opposed to simply blasting out a mass amount of content that may or may not appeal to your target audience. A good way to lose an audience is to build your Social Storytelling strategy on quantity versus quality content.
2. Link Building: Google has cracked down on this old-school strategy where marketers simply used content to create links on other sites in order to improve their site’s search engine ranking. Google is smart enough to know when someone is just trying to take the easy way out of trying to boost a site’s ranking. Bottom line: just play by the rules and create and post content that appeals to your audience.
3. Expecting Immediate Results: Developing a successful Social Storytelling program takes commitment, patience, and time. This is a different mindset for marketers who are used to immediate results after they place an ad in a traditional mass media venue such as tv, radio, or print. Content marketing succeeds when it focuses on sharing relevant content to reach and earn the trust of a prospect or customer.
4. Stories are Limited to the Written Word: A big mistake is to simply focus on posting written content for blogs, news articles, white papers, etc. The fact of the matter is that utilizing visual and audio elements to tell your story is often more effective than just the printed word. This is especially true for mobile phone users. Producing videos, infographics, podcasts, and any other visual or audio options are effectively reaching the largest online audiences.
5. Avoiding the Call-To-Action: While it’s true that the days of hard selling are dead it’s a big mistake not to include a soft-sell opportunity to learn more in your post. After all, the goal of Social Storytelling is to boost your business’ revenue. Common calls-to-action such as an invitation to subscribe to an e-newsletter, or click to a landing page, or attend a webinar are all ways to keep a prospect engaged in your sales funnel.
“Anyone who has never made a mistake has never tried anything new.” ~ Albert Einstein