Content marketing is one of the most significant tools for building brand trust, engaging audiences, and driving conversions.
But even the most well-intentioned content can fall flat — or worse, actively turn customers away (and off of your brand). These silent killers of content marketing are often subtle but can derail your strategy, leave your audience disengaged, and impact your brand long-term (RIP).
So, how can you avoid the 3-cardinal no-nos when it comes to content?
We’ve got the master list.
1. When Content Feels Like a Sales Pitch: Unexpected Self-Promotion
Content marketing thrives on providing value to your audience, whether through education, entertainment, or solutions to their “problems”. So, the fastest way to alienate your audience is to pack your content with unexpected (and overbearing – ick) self-promotion.
Customers don’t engage with blogs, videos, or social posts to hear a sales pitch—they want genuine, helpful information.
Why Self-Promotion Hurts Your Content
- Breaks Trust: When content feels like a bait-and-switch, it loses audience trust.
- Devalues the Content: Instead of being a resource, your content feels like an ad.
- Reduces Engagement: Readers are more likely to bounce if they sense ulterior motives – and truly, they know.
How to Avoid Over-Promotion:
- Focus on Value: Prioritize solving your audience’s problems or answering their questions. Educate, inform, content, provide resources, and undeniable value.
- Subtle CTAs: Include calls-to-action (CTAs) naturally within the content, ensuring they enhance rather than disrupt the reader’s experience.
- Use Real Examples: If you are showcasing your product or service, make it secondary to the bigger message and complement it with information.
2. Turning Readers Away with Confusing Content: Poor Readability
A strong message is only as impactful as its readability.
Poor formatting, jargon, and unstructured content can make even the most valuable insights annoyingly inaccessible to your readers. In the age of skimming, if your content isn’t visually inviting and easy to digest, it won’t stand a chance.
Signs of Poor Readability:
- Dense Text: Large paragraphs with no breaks can overwhelm.
- Lack of Structure: Missing subheadings or lists leaves readers without clear takeaways and value.
- Overuse of Jargon: Industry-specific terminology can alienate general audiences. Content should feel comfortable at about a third grade reading level for simplicity.
Tips for Improving Readability:
- Break It Up: Use subheadings, bullet points, and short paragraphs to create breathing room.
- Write Simply: Avoid jargon and keep sentences clear and concise.
- Optimize for Skimmers: Use bold text, pull quotes, or infographics to highlight key takeaways.
Formatting Checklist for Readability:
- Does every section have clear subheadings?
- Are there any paragraphs longer than 3-4 sentences? Break them up.
- Are your fonts and colors easy to read across devices?
3. Missing the Opportunity to Engage: Weak Descriptive Writing
Descriptive writing brings your content to life, drawing readers in and helping them connect emotionally with your message. But when your writing is vague, generic, or uninspiring, it won’t exactly capture the reader’s attention.
Worse – it can make your brand voice seem unoriginal or out of touch (10/10 do not recommend).
Why Descriptive Writing Matters:
- Engages Emotions: Vivid language creates a memorable experience.
- Builds Connections: Specific details make readers feel seen and understood.
- Drives Action: Clear, evocative descriptions help readers visualize the benefits of your product or service.
How to Strengthen Descriptive Writing:
- Be Specific: Replace generic phrases like “great product” with descriptive words.
- Use an Active Voice: Strong verbs make your writing more dynamic and impactful.
- Show, Don’t Tell: Instead of saying your service is “fast,” describe the exact time savings or results.
5 Tips to Create Content That Resonates
To truly connect with your audience, you need a proactive strategy for creating content that resonates and converts, not just avoiding content that doesn’t. Here are 5 significant ways that you can speak directly to your audience, create connections with your brand, and create content that really slaps (or so they say).
Best Practices for Effective Content Marketing:
Understand Your Audience: Tailor your tone, style, and topics to your audience’s needs and preferences. Answer questions they might have, engage with them through problems and solutions, and know what makes them tick.
Be Consistent: Consistency in posting schedules and messaging builds audience trust over time. Decide on your key content pillars and build consistency across the pillars or key messaging, and stay consistent with it. Content is the long-game.
Leverage Storytelling: Stories captivate readers and make complex concepts relatable. People buy a brand, not necessarily the product. Have a dynamic, engaging, emotive story to tell and connect with audiences through the messaging.
Optimize for SEO: You’ve got to nail your content and then amplify with SEO keywords. Use clear formatting, keywords, and answer questions that people are asking!
Test and Iterate: Regularly review analytics to see what works and adjust your strategy accordingly. Data is King as far as we’re concerned … because data speaks.
Content marketing isn’t just about publishing—it’s about connecting.
So the next time you create your content make sure to ask yourself: “Am I providing value? Is this easy to read? Does this truly resonate? Will audiences feel connected?” …
And go from there.
And if you’re not sure, well, StellaPop Content Marketing has your back.
