Content Marketing Do’s and Don’ts

Not long ago, while checking out my Twitter feed, I realized at least 10 successive individual Twitter users posted the same exact content — at the exact same time. To make sure they weren’t spam accounts, I checked out their profile links to their websites. They were real individual realtors or brokerages.

The below tweet was the one that all 10 Twitter users posted at the same time.

Obviously, these Twitter users were using the same social media curation and publishing tool or service that pushed out the same content at the same time for their clients.

What’s wrong with that?

The only Twitter user who got the scoop, was the original publisher of the story.

[ctt tweet=”The only Twitter user who got the scoop, was the original publisher of the story. Read more @CJScribe – http://ctt.ec/1fRl7+” coverup=”1fRl7″]

The Realtors, brokers and agents who tweeted this same message throughout the day did not accomplish anything with those tweets. They offered regurgitated content to their followers.  That particular tweet was probably shared by hundreds of thousands of people all over the Web.

Why would someone want to follow you if you’re offering the same tweets, with the same tired message?

The idea behind utilizing social media and content to reach potential customers is to engage them by offering unique, valuable ideas and advice. If what you create, and what you share is valuable, then you are establishing yourself as a thought leader in your industry. People will trust you, and begin to look to your social media sites and/or blog for content they know will give them what they want, and need. Your follower/fan base will grow, traffic to your site will increase, and your email leads multiply. In the end, you will achieve your goals: more leads, more customers.

But you won’t achieve anything by using a service that offers automated content curation and messaging. Worse, you’ll alienate followers.

I’m not saying the Tweet above shouldn’t have been re-shared by more than a few. What would have made the tweet valuable is if someone had added their comment or view on the subject matter, or some new nugget of information.

For example, the first tweet below includes the re-shared content in an update, and the second tweet adds a comment. These Twitter users at least made an attempt to customize their curated content, rather than bleat out the same message.

Avoid sharing regurgitated content with these Content Marketing Do’s and Don’ts

– Do write from your heart. If you think of a topic that has already been done, write it anyway. Offer your unique take or experience on the subject matter.

– Don’t copy and paste from Wikipedia or anywhere else on the Web. Not only will Google will penalize your blog, but you could be violating copyright law.

– Do fully read another’s blog post or article before sharing it with your social networks. You don’t want to share content from spammy sites, or simply bad content.

– Don’t share the same old headlines. When curating content from the Web, tell your followers what you found interesting about the article you’re sharing. Quick tip: If you’re in a rush, copy a quote or interesting comment from within the post you’re sharing and use that instead of the headline.

– Do space out the timing of a post if you share the same content across all your social media networks. This way, if someone misses your post on their Twitter feed, they might see it if they’re on LinkedIn or another site later in the day.

– Don’t forget to share an image whenever you can. Use an app like Twitshot, which allows you to share an image with a link to the post for greater impact.

In Summary:

It’s fine, and considered correct social media marketing etiquette, to share content you find interesting and valuable. But don’t make the mistake of automated social posting — customize your shares with a comment or added insight.

PS: If you use the Click to Tweet box embedded in this post to share this article, remember to add a comment!