Brand rhetoric can make or break your content marketing strategy, so avoid these five enormous mistakes at all costs.
Content marketing strategies are more popular than ever thanks to an increasing focus on inbound marketing and a high valuation on quality content for SEO purposes. But deciding to follow through with a content marketing strategy and publishing regularly isn’t enough to attract new visitors to your site. You’ll need quality, interesting content written in a consistent, appealing voice—and you’ll need brand rhetoric to do it.
These five biggest brand rhetoric mistakes in content marketing should be avoided at all costs, as any one of them could potentially unravel your inbound marketing efforts:
1.      Failing to Keep Your Voice Consistent. No matter what kind of brand rhetoric choices you make for your company, you’ll need to keep your voice as consistent as possible. One break in the voice could lead people to incorrect assumptions about your brand or compromise your integrity as a business.
2.      Focusing Too Much on Logos. Your content should offer a blend of Ethos, Pathos, and Logos. Focusing too much on logos can make you appear flat and without personality, alienating your fan base.
3.      Neglecting Your Personality. You need to write posts as a brand, not as a person, but that doesn’t mean you can neglect a personal aspect of your voice. Make sure you’re communicating as a person to a person.
4.      Imbalanced Formality. Blog posts require a level of formality somewhat different than your typical brand voice. You’ll need to offer a middle ground between formality and informality, to be authoritative but still approachable. This is critical to gain recurring traffic.
5.      Forgetting the Community. Always keep your target readership in mind. Every element of your brand voice needs to cater to who’s going to be reading it.
If you can avoid these mistakes, you’ll set yourself up for a long-term, quality brand rhetoric in your content marketing strategy.
