7 “Dont’s” for Your Content Assets

Last week we talked about our 7 “do’s” for your content assets. And this week, we’ll cover the seven pitfalls you definitely want to avoid. Ready?

1. Don’t be sales-y: someone is reading your content because they want to learn, not because they want to be sold to. Save your sales pitch for your end-of-funnel materials.

2. Too data heavy: while data is an excellent way to prove a point, you run the risk of using too much data where it becomes overwhelming. So make sure you keep that in mind. And if you do need to share lots of important data, infographics are an awesome way to convey your point while making the numbers easier to digest!

3. Don’t be dishonest: a fairly obvious point – but just make sure you’re writing is truthful and you’re not exaggerating.

4. Inconsistency: chances are, you have a number of content assets. As prospective customers read your content, they’ll probably read more than one piece, so make sure you’re consistent with your message throughout.

5. Dull, unengaging content: you want your content to be compelling. If you’re bored reading it, chances are your prospect is too.

6. Not targeted: Know your audience. If you’re talking to marketers, for example, your content should use familiar terms.

7. Visually uninspiring: Looks matter, and yes, we do judge a whitepaper by it’s cover.

Have your own tips to add? Share below.

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About Jeff Gordon

As Director of Marketing, Jeff is responsible for key online and offline marketing initiatives including customer acquisition and retention, demand generation, business development and public relations. Jeff has spent his entire eight year career at BuyerZone in a variety of marketing roles. Prior to his current position, Jeff managed the company's email strategy, affiliate network, external communications and has deep experience working with BuyerZone's sales organization.

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