Content that creates Distribution

👋 it's Grady.

One of my superpowers is finding and aligning success with top talent. I've been asking my team to contribute to our newsletter. This week Paul, our head of content for Rising Tides clients has really stepped up and delivered.

Over the next few weeks we will be adding in articles on automation, messaging, social mgmt from our experts in the field. Hopefully this inspires them to launch their own newsletters and you can learn from them, as I do every day. 🙏 

As the head of Brand and Messaging at Rising Tides, I've witnessed firsthand how even the most established companies can stumble when it comes to content creation. Your content is the lifeblood of your brand. It's how you educate, engage, and ultimately convert customers. If your messaging is off-point, you risk weakening your brand's identity and eroding trust.

To help you avoid common pitfalls, here is my guide to avoid the biggest content creation traps:

Lacking a Clear Identity

When your content fails to represent who you are, what you believe in, or why your presence is important, you'll likely confuse your audience instead of engaging them. Before writing your next blog post or filming another video, take the time to clarify your brand's mission, vision, and voice. This clarity will inform everything from the topics you select to how you present them.

Inconsistent Voice

Switching between formal blog posts and casual social media content without a consistent brand voice can confuse your audience. They may struggle to understand which version of "you" they are engaging with. To maintain clarity and connection, ensure that the tone, language style, and brand personality are consistent across all platforms, whether writing a long-form article, a quick social media update, or a video script.

Failing to Connect Emotionally

Content filled only with facts and figures can often feel sterile. Your readers may quickly lose interest without an emotional connection, stories, empathy, or shared values. To engage them, share real-life success stories, lessons learned, or behind-the-scenes insights. Adding a personal touch helps foster a deeper emotional bond with your readers and viewers.

Too Complex or Jargon-Heavy

If your audience struggles to understand the industry jargon in your articles, guides, and social media updates, they will likely turn to a brand that communicates more clearly. Avoid using unnecessary terminology, and make it easy for your audience to grasp the value of what you're saying, especially if they are new to your industry.

Ignoring Customer Feedback

When you fail to engage with comments, reviews, or direct messages, you miss out on valuable insights that can help you create better and more resonant content in the future. It's important to read comments, answer questions, and pay attention to customer reviews. Let feedback guide your future content, ensuring it remains relevant and valuable.

Over-Promising and Under-Delivering

Making exaggerated claims in your content, such as "We'll triple your revenue overnight," can lead to disappointment and cause your followers to disengage. Instead, if your content establishes realistic expectations, you will develop a reputation for reliability. While it's important to aim high, avoid crossing the line into hyperbole.

Missing Storytelling Opportunities

Content that merely lists features or statistics without incorporating real-life experiences or success stories can be generic and quickly forgotten. While data and stats are important, a compelling story truly brings your brand to life. Showcase how your product or service has positively impacted people's lives.

Neglecting Visual Consistency

Even the most well-written blog post or social media caption can be diminished by graphics that don't align with your brand. Using the same color palettes, fonts, and design elements across all platforms is essential. This visual consistency helps your audience instantly recognize your brand.

Failing to Evolve with the Market

Holding onto outdated topics or neglecting new formats, such as short-form videos or interactive content, can make your brand appear outdated. Stay adaptable by monitoring how your audience evolves and embracing new content formats, from interactive infographics to streaming, ensure you remain relevant.

By recognizing these nine common pitfalls and taking proactive measures to avoid them, your brand can stay relevant, engaging, and resilient in an ever-changing market.

Are you ready to elevate your brand's messaging? Identify any areas where you may be struggling and address them directly. A clear identity, consistent voice, and a customer-centric approach can significantly impact how your audience perceives and engages with your brand. When your content creation process is refined, you will not just stand out in a competitive market but thrive.

-Paul Duffley

Rising Tides