With Halloween being just around the corner, I couldn’t resist getting more into the spirit with this blog post. Have you been trying to figure out how to incorporate vampires and witches into your latest marketing pieces? You may not even realize it, but your readers could be scared away (at any time, not just around Halloween) if you aren’t following some best practices around content creation.
Take a look at these ‘spooky’ things that people do and consider if your content falls into one of these categories.
Nothing sends a red flag to a reader more than an author-less blog. In order for a post to be credible, it needs to have a byline. Without one, a reader will be left guessing as to the authenticity of the material. In other words, why will no one claim the material as their own? What’s wrong with it? Is it reliable information?
It will seem like a random, unquantifiable piece of content. But with a byline and an accompanying author biography, readers will be able to see that the post came from a valid source, even an industry thought leader.
Black hat SEO
Black hat SEO refers to the use of nefarious strategies meant to boost a website higher in search engine rankings. And while most marketers are concerned about getting caught engaging in black hat SEO by Google Web “spiders” that patrol the Internet looking for scam artists, they often forget how bad black hat SEO looks to their readers.
It’s very easy for a reader to pick up on a practice like keyword stuffing, for instance, when a post is excessively laden with repetitive words or phrases. “Cloaking” is another black hat SEO technique that attempts to trick spiders by making a website appear differently on a search engine. Stick to organic content production and your business will be just fine in the search engine rankings. But engage in black hat and your readers may be frightened off your site.
Save the entertainment for Halloween specials and avoid crafting content that deals with controversial or strange subjects. Best practices call for keeping content fairly uniform in terms of topic and delivery so as not to draw unwanted attention to your posts.
Always keep in mind that your content is an advertisement. It should either inform your readers about your business, or link them to a product or service. Your language and subject matter should reflect your company ideals at all times.
Are you frightened by content marketing? Tell us about it and how you can overcome your fears in the comments section below.