3 Mistakes to Avoid When Creating Content for Your Brand
Creating content is exciting, but let’s be real—it’s easy to get carried away.
The end goal should be to connect, but sometimes, small missteps can turn off your audience faster than you can say “click-through rate".
Here are three content marketing mistakes to avoid, with tips to help you keep things on point, on brand, and engaging:
Mistake #1: You’re Trying Too Hard
If you're too eager to impress, the content you created can start to feel forced.
Because it is.
Maybe it’s an overload of emojis, or the 25 hashtags you dropped at the bottom of your Instagram post copy. Whatever the case, trying too hard can make content seem less genuine and, therefore, less likely that it'll resonate with your intended audience.
People want something of value, something that's entertaining or helpful or inspiring.
How to Fix It:
Keep it real. Want to avoid content mistakes? Take a step back and consider: “Would this feel natural if I was talking to a friend?” Let your brand’s personality come through, but keep things genuine. People can tell when you’re being authentic, and that’s way more engaging than putting on a show. So, ditch the over-the-top efforts and stick with a friendly, conversational tone that reflects who you are.
Mistake #2: The Content Is About YOU, Not Them
If your content feels like a nonstop sales pitch, it might be time to rethink your approach.
When posts are all about your products, your services, your achievements, it’s easy for followers to tune out. Content that’s overly self-interested can come across as pushy, making your brand seem less like a partner and more like a (desperate) infomercial.
How to Fix It:
Focus on providing genuine value. Think about what your audience is looking for—are there challenges you can help them solve, tips you can share, or insights they’ll find useful? By speaking directly to their needs, you show that you’re here to serve, not just sell.
Try content that offers practical advice, answers common questions, or tells relatable stories. When your content prioritizes helping your audience, you’ll not only keep them engaged—you’ll also build trust and loyalty along the way.
Mistake #3: You’re All Over the Place (Instead of Staying True to Your Brand)
One day you’re sassy, the next you’re super serious, and yesterday was full of inspirational quotes.
It’s exhausting just thinking about it, right? When your tone and style are inconsistent, your brand also lacks ground and feels like it’s constantly reinventing itself—which can confuse your audience and prevent them from building a connection with you.
How to Fix It:
Create a brand identity! Set some brand guidelines! Align around what your brand voice sounds like—whether it’s friendly, witty, or informative—and stick with it.
Understand who and what your brand is, and make content decisions from that foundation.
This doesn’t mean your content has to be monotonous, but it should be recognizable. Try creating a list of go-to phrases or key personality traits you want to convey. When your audience sees a post and thinks, “Yep, that’s totally them,” you know you’re on the right track.
Takeaway
Creating content that connects is all about dialing back the showiness, putting your audience first, and staying true to your brand’s voice. When you avoid these common missteps, you’ll find your content doesn’t just look good—it resonates and sticks.
Keep it real, make it about them, and be true to your brand.
