4 common content development mistakes

I came across a useful post on the Content Marketing Institute blog entitled "The 5 Types of Content That Grab Attention." The author, Carl Friesen, lists five content types that he believes are great at engaging people's attention, providing audiences with useful information and helping businesses promote their brand in the process. That got me thinking of the different content types I've developed over the years and how some content developers may go wrong in their approach to certain content. So in the spirit of Friesen, I've developed my own list, but mine is a list of common *mistakes* when developing content types and how to avoid them.

1. Content type: Trend pieces

Mistake: Promoting a trend that is too navel-gazing and doesn't consider true audience need

Trend articles are a great way of getting across your company's point of view of a changing situation in your market. But be sure to think through the trend that you're focusing on. Is the trend truly something that is happening across your industry or is it a change that you're hoping will happen as a result of customers using the product that you're promoting? For example, is it truly a trend that consumers are buying 3D TVs and regularly consuming 3D content? Or is the "trend" the imagination of the 3D entertainment industry and the reality is that not many consumers are crying out for the technology? Readers appreciate authenticity and will place your brand in higher regard if your thoughts are based on fact.

2. Content type: Case studies

Mistake: Being merely a rah-rah vehicle for your company or product

Granted, you're not going to develop a case study of a competitor's user, nor are you going to spotlight a customer that's using your services in a less than optimal way. But that doesn't mean you should view your case study as a way to pat yourself on the back without considering whether the case study offers lessons learned or tips that could be useful to other current or potential customers.

If possible, consider selecting a case study in which the customer did experience stumbling blocks when implementing your technology or service—and was able to overcome them. Highlighting the stumbling blocks doesn't put your company in a bad light; rather it adds some realism to the case study and demonstrates that it's possible to overcome obstacles. We all know that it's never smooth sailing when it comes to implementing new technology or using a new product for the first time.

3. Content type: All

Mistake: Being formulaic

What types of movies have made a lasting impression on you? Formulaic Hollywood blockbusters, or indie movies with a plot that has interesting twists and turns? My guess is the latter. Likewise, content types can have more impact if you approach them in different ways.

Consider case studies. Instead of introducing Customer A, its problems, and how your technology or product helped it solve the problems, consider a different approach, such as a fly-on-the-wall report. I'll never forget the day-in-the-life report I wrote about how vendor nCircle creates its security vulnerability testing software. I was invited to be a fly on the wall on one of its crucial days of the month. The article was an interesting way of describing how nCircle's products work and their benefits.

Q&As are another example. They're a frequent go-to content type because you can create them with your in-house subject matter expert via email interviews and you don't have to worry about writing a free-form article from interview notes. You ask the questions and you publish an edited version of your questions and the interviewee's answers. It's straightforward. But sometimes it can be more interesting and useful to your audience if they could ask the questions...or if the interviewee was an expert from a third party, such as an industry analyst firm, an industry association, or a customer? Or perhaps have the third party ask questions of your in-house expert? That would help to create a discussion based on issues that really matter to your audience—not what you think your audience wants to hear.

4.  Content type: Response to sudden industry changes

Mistake: Promoting your company without providing anything useful to your audience

In his blog, Friesen describes this content type as "the meteor"—a sudden change in your industry as opposed to a "trend" that may be slow moving. I interpret that to mean news of a major security breach at a credit card company, for example. If your business is personal security or security software, you'll want to take the opportunity to respond to the news. A good response would be to provide useful tips on how consumers can protect their personal identity if their personal information was potentially compromised. Don't merely use the opportunity to sell your product. That would seem disingenuous.

Have you come across any of these mistakes? How have you approached these or other content types? We'd love to hear from you in the comments.