screw up 11 ways to

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content marketing

Boss all over you to try this newfangled content marketing thing? Colleagues pestering you about the need for more content? Finding it hard to focus on tried and tested methods like cold-calling, direct mail and banners?

Don’t worry, we’ve got your back. Here are 11 tips on how to fail completely at content marketing. We guarantee it! Follow these and you can get back to the important stuff again.

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1. Practice inside-out thinking

The best way to get your customers to ignore your content is to talk exclusively about what you think is important, not what those customers care about. Never pay any attention to what they need and you will lose them completely.    

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audience – go as broad as you can. That way your content will never be relevant or useful to anyone. Oh, and make sure that everyone at your company has a say, about everything

2. Target everyone

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3. Make it hard to read

Pile on the acronyms and terms that nobody outside your company has ever heard of. And combine it with long and winding sentences. If you do it properly, they will have to send for the team that cracked the Enigma code to understand your copy.

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4. Strategy – Just say no!

Don’t let them talk you in to creating a strategy, that could spell success. Avoid it at all cost! Instead, try to be random and inconsistent. If you do it right, you’ll keep both your colleagues and customers off guard. And your content will suffer.

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5. Keep the silos

Make sure your company’s business units or departments don’t talk to each other or align their activities. With some effort, no one will focus on the customers. Instead they will spend their time arguing about whose content should get the most visibility

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6. Think channels, not content

the channels. Never use the same content in more than one channel, because that could save both time and money.

spends any time there.

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7. Ignore the brand

Make sure your content is all over the place, in tonality as well as look. Otherwise your customers might start to recognize what you do, and, heaven forbid, even like it. Change the style of your imagery frequently. Use different fonts. Use different ways of talking to your target audience. That should teach them!

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8. Avoid social media

We all know social media is just hype, but best to stay away from it anyway to be on the safe

Facebook, Twitter and whatever else the kids are using these days. Oh, and never interact with anyone in social media. Communication is supposed to be a one-way street.

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9. Make it hard to

Today, almost everything begins with a search.

your content. Skip the metadata and make sure your website lacks all structure. Ideally, try to make it entirely in Flash. That should stump even Google.

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10. If it’s broken, don’t

Never take care of your content. Broken links, removed pages, old or erroneous information – leave them there for all eternity. And never measure what happens with your content. That way you’ll never be able to answer any questions about how your content marketing is progressing

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11. Don’t go for tech

Keep to your tried and tested methods – don’t let all these strange innovations that are part of content marketing sway you from your course. Marketing automation, social tools, big data, pipeline marketing – avoid them all like the plague!

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Piece of cake! Right?

Or do you actually want to succeed with your content marketing?

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Then just do the exact opposite of what we have suggested. All these “tips” are actually based on what we know works – how to create content that is both valuable to your target audience and meets your business goals. We’ve just turned them upside-down.   Want to learn more? Get in touch with us and we’ll be happy to share what we know:

www.jgcommunication.se @JGCommunication

JG COMMUNICATION +46 8 610 20 00 | SVARVARGATAN 7, SE-100 28 STOCKHOLM | E-MAIL: HEJ@JGCOMMUNICATION.SE