By Derek Miller
When creating content for your blog, social media profiles, email subscribers, and other purposes, you don’t want to irritate your readers. Unfortunately, some types of content can send readers running in the other direction, especially if you haven’t yet earned their loyalty.
If you want to create the best content for your brand and to prevent alienating potential customers, avoid creating these six types of content.
If you offend your readers, your brand image might take an immediate nosedive. Unfortunately, it’s easy to take advantage of an inappropriate hashtag because you don’t know its origins or to accidentally use insulting imagery in an advertisement.
Consider Campbell’s Soup‘s Twitter mistake when it tweeted a SpaghettiOs image in honor of Pearl Harbor Day. The company had good intentions, but the tweet inspired hundreds of negative comments that criticized the image for its smiling mascot on a day that recognizes hundreds of lost American lives.
This same type of insensitive content just got Denver Post columnist Terry Frei fired. His racist tweet following Japanese driver Takuma Sato winning the Indy 500 didn’t just make himself look bad, but it also made the Denver Post look bad.
Avoid Insensitive Content
Before you publish a blog post or send a tweet, run the content by several people at your company. Make sure nobody finds the content offensive, and you won’t accidentally offend your audience. This same due diligence should be applied to your employees, especially ones who are publicly linked to your company.
Disguised Sponsored Content
Today’s consumers hate when companies try to pass off sponsored content as merely educational or entertaining. There’s nothing inherently wrong with sponsored content—in fact, it’s a great way to reach new audiences—but you don’t want your readers to think you’re trying to deceive them.
People are much more aware of advertisements, especially “native” ads. So, when creating content that has a business agenda, make sure you are transparent.
Avoid Disguised Sponsored Content
Make sure you label content as sponsored so readers know what to expect. Take it a step further by adding the “sponsored” label to the top of the post. That way, readers won’t read the entire article only to see the label at the end. The same goes for sponsored posts on social media.
You might have clicked on an intriguing headline or image only to discover that the actual content involves something else entirely. Clickbait headlines are notorious for pulling in—and then disappointing—readers. Instead of making grand promises with your headlines and images, brands must focus on transparency.
Some sites have developed reputations for clickbait content and bait-and-switch schemes. While they generate clicks on their content, they also have turned off potential readers. Don’t take the risk with your own content; it might backfire.
Avoiding Bait-and-Switch Content
Create content that’s responsive to the headline. In other words, you don’t want to make a promise with your article’s title and then fail to fulfill it in the copy. Readers won’t trust future content that you generate, and you might lose a few Go to the full article.
Source:: Business 2 Community