SEO Content Tips: Why Overused Business Catch Phrases Could Hurt Your Brand

Every industry/niche has its own jargon and buzz words. Before you sit down to write your next article, email, or blog post, look at the words you use. Are you using industry jargon and words that will go right over your audience's head? You want to speak to, and not AT, your audience. Obviously, there are times you can't avoid jargon (especially if you work in a very jargon-oriented industry like finance, etc.), however, the way you write to a colleague and/or employee is very different than how you should address your target markets/audience.

Ditch Overused Words 
You want your articles and blog posts to be easily found in the search engines, so write for your audience (and not for the search engines). Yes, keywords are important but write for actual human beings and don't inundate your audience with rambling, verbose jargon that leaves them confused.

Ditch the corporate speak. Avoid using the following words and "catch phrases" when writing business-related correspondence or content. These words/statements get overused in business content and the meaning becomes lost. Not to mention, you start sounding like every other brand/company out there.

• unique
• out of pocket
• push the envelope
• leverage
• incentivize
• level the playing field
• impactful
• hit the ground running
• liaise
• on the same page
• guesstimate
• go rogue
• synergize/synergy
• think outside the box
• win-win
• value-added
• turnkey
• under the radar
• throw under the bus
• throw it against the wall and see if it sticks

People don't want to read overused catch phrases that don't make any sense to them. Research and write about topics that interest your audiences and don't speak down to them! 

Return on Investment: Are You Selling & Marketing Benefits?

As a former fundraiser, I was always marketing and pitching the benefits to donors. If they chose to invest their donation in the cause, what benefits would they receive and where would their money go? In this tough economy, whether you sell the latest widget or gadget, or want to increase your donor base...it all comes down to benefits.

Don't Just Talk About Your Products & Services: Show Worthwhile Benefits
I recently had the benefits vs. products conversation with a client partner. When I write sales copy for my clients, this is always in the forefront of my strategic brain. I explained how these certain products needed to show the benefits as opposed to just talking up the brand as a product unto itself.

Yes, people invest in the brand solely for the brand name, but that brand name comes with benefits - usually high quality and reliability that people can trust and rely on every time they "invest" in that particular brand. When people drop a chunk of change for a product or service, they don't fork over their money blindly. They want to receive value, in the way of benefits, in exchange for their investment.

Show your benefits - whether visually/graphically, audio/video, or via the written word (or all of the above!)  It all comes down to a valuable investment. People want to know what they get in return for the money they plan to spend on your products and services...and are they a worthwhile investment that will yield successful results? How will these benefits improve their bottom-line, and even more important, how will these benefits improve their LIFE?

Are You the Only Person Who Likes Your Product or Service?
I know that sounds like an odd question, but look at the show "Shark Tank" -  many contestants have competed on there with products that don't make sense (or they are the only one who likes their product). Yet they still ask investors to back a product that honestly won't sell in the "real world." If you haven't done your market research BEFORE you launch a product or service, you are looking at problems down the road.

If you are the only one who likes the product or service, it's going to be a tough sell. You need to think strategically - who are the target markets and who would actually use this product or service and will they invest in it? It won't do you any good if you are the only person on this planet who believes in or likes your product or service. You want others to like and believe in your products and services BEFORE you sell or market it.

I know that sounds like a no-brainer but there are some businesses who take the knee-jerk approach. They realize, after the fact, that they can't sell anything because no one else is invested in the "benefits" of the product. You could have the most amazing product or service in the world, but if you can't show why your products and services could make someone's life easier then you need to start at square one.

Tunnel Vision Content Won't Win You Fans
This also holds true of your content marketing. If you create a blog or website and you only write about topics that interest you, then you'll be your biggest - and ONLY - fan. Think about content that interests your target markets. If you don't care about sales or a bottom-line, that's one thing. However, if you want people to jump on your bandwagon then don't produce contently solely for yourself.

Whether you are a fundraiser or a new start-up, think return on investment when you market your products and services (or cause)...and show don't tell!

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Content Marketing Tip #2 - How to Create Content for Real People

Have you read blogs or watched sales & marketing videos that sound like a regurgitation of Donald Trump's corporate-speak? If you feel turned off when you read content that's riddled with jargon and words that belong in a PhD dissertation, you aren't alone. The average content reader wants to read "real" information, and not be exposed to content that sounds like it was manufactured in a board room. You are a human being, and so are your readers. 

1. Find & Develop Your Authentic Voice - Don't copy other people's content style. Don't lecture or talk over people's heads (or make yourself sound or look better than other people). That's a given, but you would be surprised at how 'holier-than-thou' people come across in their content. I have opted-out of newsletters, blogs, and social media because of the condescending tone people use in their content. Be kind and respectful. It's about engaging with people, and not coming across as an egotistical windbag. 

2. Share Your Real Story - Be honest and authentic. When developing content, don't pretend to be something you aren't. Do you speak five languages? Did you serve in the Peace Corps? Are you a military vet turned entrepreneur? Your background and experiences are part of who you are and people are curious to know the "real" you. Don't be afraid to share who you are - both online and offline. 

3. Create Targeted Content That Real People Enjoy - Because you are interested in the technical aspects of how to build a website, that doesn't necessarily mean your targeted audience will enjoy content on this particular topic. Research topics and trends that "real people" enjoy. Don't create content for yourself -- develop content aimed at your target audience. You can still create content that interests you, but make sure the average person will enjoy it as well. Skip the jargon and keep it simple!

Is 2012 the Year of Content Marketing?

Social Media Explorer named content marketing as one of the top five 2012 social media trends, but hasn't content marketing been around for years?

"Content curation  was so last year. In 2012 we’re going broader; we’ll be talking about a marketing discipline called “Content Marketing.” It’s actually not all that new; in fact, some social media pundits have been talking about it for years . But 2012 is the year content marketing hits the social media trends list and the mainstream, because content marketing is now a concept that executives can finally sink their teeth into."

This is a promising trend for small business owners who want to market and sell their services and products, but don't have large budgets. Content marketing doesn't have to be costly. However, one of the biggest mistakes that companies make is they don't have a clear message and they randomly blast inconsistent messages to their social networks.

Do you notice social networks filled with followers and fans that don't even fit with the company's brand? Shot-gun content marketing won't work for 2012. Forget social media updates about what you had for breakfast. 2012 calls for finely-honed, strategic content marketing messages.

Before you even create your content, keep these tips in mind: 

1. Who is/are my target market(s)? WHO will resonate with my content? Research your markets and get inside your social media fans' and followers' heads: What do they like? dislike? their age, gender, education, hobbies, geographical location, etc. 

2. What key messages do you want to send to target audiences? Brainstorm and develop 1-3 key cohesive messages that set your brand apart.

• What do you want to tell your target audience about your brand?

• What do you sell & why should they buy your product or use your service?

• What sets you apart from other competitive brands on the market? 

 

3. Devise strategic content marketing strategies for social media and internet marketing: 

• Long-form (blog posts, press releases and articles)

• Short form (tweets, LinkedIn and Facebook updates, etc.)

• Conversation sharing (commenting on blog posts and videos, and link sharing)

Remember that content marketing is all about building trust with your target markets. You want to engage them in real, authentic ways. Don't use social media as a platform to sell your products 24,7. In 2012, take this marketing and sales tip to heart: it's all about 95% valuable content and 5% sales pitch when it comes to your content marketing

 

How to Write Blog Posts That Don't Backfire

Last week I pointed out the damage control I did on my blog, and bloggers who mislead their audiences with erroneous information. Today a fellow colleague pointed out an article that caught her eye - and not in a good way. This marketing blogger included the slang word 'sucks' in his headline and his topic was ''why your blog content sucks.'

By using the word 'sucks', it gives the post a negative connotation. His audience is savvy marketing professionals. Why would you use the word 'sucks' in a headline talking about how to write professional blog content? That's an oxymoron and as the reader, I didn't take his message seriously. I was disappointed with his word usage - not to mention the headline was insulting  to me as a professional marketer. His tone implies that all business professionals churn out bad content. 

It doesn't matter whether he included helpful tips or not in his blog, he set a negative tone from the very beginning with the word 'sucks' in his headline. I wrote a blog post a few weeks ago about the social media blogger who used the word 'funnest' in her post. The same rule applies - pay attention to your language and think about your readers.

I know what you're thinking - why am I being so picky about language when blogs are supposed to be casual and informal? It's one thing to write in a casual way, but it's another to use inappropriate language that doesn't resonate with your audience. Words have energy and create a life of their own. There's enough negativity in this world without using words that speak down to and insult your readers (which equates to turning off your target markets and possible clients).

Take the time to re-read your blog posts - review the following questions before you hit the publish button: 

1. Could I offend or insult my audience with the words, language, jargon, etc. that I include in my post?

2. Is my tone preachy or condescending?

3. Does my headline grab people's attention in a positive way? 

4. Is my content relevant, timely and appropriate for my audience? 

5. Have I researched and checked my facts, sources, interviews, etc thoroughly? Do I have enough knowledge and past experience under my belt to write about this particular topic? 

It doesn't take much for your blog to backfire on you, so make sure to re-read and edit your posts before you publish them.