The Easiest Ways of Ruining Your Content Marketing

26 Sep 2016
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What most brands don’t realize is that every marketer is also a scientist, a detective, a researcher and then, a fact-checker. Staying on-point with your content can get tricky, but it is never as tricky as pulling yourself out of the depths of an ocean of criticism.

You see numerous examples of brands being inappropriate every day, and while it may look appealing temporarily, it can have long-lasting effects on your content marketing. We’ll refer to our favorite example – Donald Trump (Yup). “The Donald”, as they like to call him in Congress, wouldn’t be going through all this turmoil at this crucial time of his presidential campaign, had he fact-checked his claims. Not liking soldiers who get captured by the enemy is a whole different thing, but when you have a team of marketers trying desperately to make you look good so that the polls would turn around, you should really be working on making their job easier, yet we’ve seen the exact opposite.

Donald Trump, undoubtedly, is a huge brand, and the fact that this business tycoon is running for president shows you just how huge an effect clever marketing can have on your audiences. Does anybody really believe he’ll fix America’s problems? No.

Do they support him anyway?

Yes.

How he got thousands of people together to yell racist slurs in this day of age, we’ll never know.

However, we can always use his clownish campaign as a good example of a brand breaking barriers initially, and then slip down the ditch they dug up themselves. That ditch, ladies and gentlemen, is a representation of all the facts that the Trump campaign missed, or ignored.

The digital world today moves at lightning speed, and marketers really don’t get a second chance at getting their facts right. When you’re creating your content, it’s important to rely on multiple sets of eyes, instead of just one. Most companies employ an editor that is responsible for the validation of all the content, while what most companies need is a content validation process, where more than one person edits, reviews, and fact-checks everything and anything the company publishes.

The extra fact-checking detective you hire? Think of him as the dedicated driver that’s going to drive your content home, and safely at that.

Adding a stringent fact-checking process to the workflow can help your company reduce risks of publishing or releasing any inaccuracies, which could cause damage to the company’s reputation. Another good example of not-so-great fact checking is FOX News. Time and time again, the channel has reported “facts” which could not be validated, causing the channel a huge dip in the ratings. The audience lost its trust and the company suffered.

As a content marketer, you are always telling a story, and to tell any story, you need to research the facts that construct it. Our job is to solve mysteries and get to the facts, no matter which route we choose to take. Publishing inaccuracies will help you lose a huge chunk of your audience, and eventually, that extra person you hire to help with the content validation won’t seem like a bad idea after all.

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This Week in Marketing

There’s a lot happening out there, folks, and it’d do you some good to know some of it. So, here goes:

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We’re going to need you to hold on to your seats for this one, it may come as a shocker for our society. An 18-year old girl from Austria has sued her parents for posting around 500 photos of her childhood on Facebook.

Yeah, let the thought sink in.

The girl claims that the parents remorselessly posted photos of her doing things that, you know, kids do. She claims the pictures are of sensitive nature, like a nappy change or lying naked in a cot with her pudgy little hands and feet. There are some potty training images in there too, and the parents keep sharing these “unimaginably disturbing and hurtful” images with their 700 hundred friends on Facebook.

Bizarre.

U-N-A-C-C-E-P-T-A-B-L-E.

The father of the 18-year old, claims that the parents have the right to publish any photos of their kids that they took. Hard to argue with that one, he threw in the ‘intellectual property card’.

The lawyers say that the girl might actually be able to win a compensation for the emotional damage she faced, though (IKR?).

Emotional damage.

Aw, poor baby. Though, if naked baby pictures are hurting you and you need lawyers against your parents for that, life ain’t going to be too kind, honey.

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