The final article in our series about Why You Need, Bold Quality Content for your business, we conclude with making sure you avoid these 10 common content creation mistakes.
Creating video content is highly accessible but it’s also challenging to get right. With a broad selection of social media platforms, plus your website, there are various channels to choose from, which makes getting started with content creation easy.
However, leaping straight in can mean you hamper your efforts from the outset. It’s about a lot more than filming yourself on your smartphone, uploading the footage and hoping for the best.
With this in mind, here are 10 common mistakes to avoid when creating content.
Making a video for its own sake is never a great reason for creating content. The whole point of it is that it should form part of your overall marketing strategy. First, think about how content can help you achieve your objectives. Then think about the type of content that’s most appropriate for doing this.
If it’s video-based, then you can start to consider concepts. But content creation is definitely not something you should rush into.
In a nutshell, who’s your video for? If you don’t know or understand your audience, you can’t create content that will attract, engage and connect with them.
Simply talking about your brand is not going to score you any marketing brownie points. You need to think about what your audience is looking for, and therefore what your brand can offer them.
Video content is most effective when it is short, sharp and to the point. Don’t, therefore, focus on multiple messages. Choose one. By focusing on a single message, you can streamline your content to deliver this valuable piece of information to your target audience.
By delivering a single message, your viewers will have something clear to take away from it.
Even if the message is clear, your marketing content isn’t going to succeed unless you include a call to action.
If someone clicks on your video, no matter how accomplished it is, if you then allow them to click away from it without encouraging them to make a decision, you’ve wasted your time.
Calls to action vary from registering details to making further enquiries. Make sure your content includes one.
Marketing content shouldn’t be too long. Videos are impactful, but only if they don’t drag on too long.
Around 20% of viewers will click away from a video within its first 10 seconds. If you manage to retain them beyond this point, you need to ensure that they stay glued to the screen.
Remember, your viewers can see straight away how long your video will play out online. If that progress bar at the bottom of the screen looks like it’s taking up too much time, you’re likely to lose your audience rapidly.
Yes, the call to action is important, but this doesn’t mean that you must cram all the best bits into the end. Your challenge is always to keep your audience engaged, so make sure you distribute the key points you’re making evenly throughout your video.
This strategic placement includes a strong opening too. You haven’t got the luxury of a captive audience. You need to grab their attention quickly, and then keep it.
Content should be an extension of your brand, which means the tone you take and the way you address your audience must be consistent with your other brand messaging.
The risk with becoming too absorbed in video content is that you lose sight of its strategic purpose concerning your brand.
This is an example of why outsourcing to a third party can be so successful because they will have an independent perspective of your brand and how your content relates to it.
For your video content to be successful, people need to find it first. SEO is not restricted to blogs and written content. There are SEO tactics you can use with video to boost its visibility with search engines.
These include the pages where you choose to embed it, where and how you host them, and length and style.
There’s a reason viral videos are called this. It’s to do with the unpredictability that’s built into social media responses. You can’t simply engineer a viral video from your end. It all depends on how audiences react, and then whether this translates into plenty of shares across platforms.
Creating content takes perseverance and patience. You need to be in it for the long haul, so that you gain from it strategically, over time.
This is also why it’s important to keep measuring your results. This way, you find out what works, and what doesn’t.
Remember we said how accessible video is? That doesn’t mean that recording yourself ad-libbing into your phone camera is going to turn your content into something desirable, or even watchable.
Marketing is an essential pillar of business, and content marketing is a highly effective form of it that is perfectly suited to the internet age. With the potential of reaching large online audiences and building their trust, why would you want to risk not getting it right?
Creating content requires a clear strategy, the right tools for the job, and knowing how to get the best out of these tools.
We’re specialists in content creation and crafting expert videos that talk to your target and tell the story of your brand. For more information, please contact us.