by threshold | Feb 1, 2025 | All, Culture, Digital Marketing, General, Marketing
Ava Page-Arnold
avoid these common content pitfalls & build a strategy that works.
Content marketing is one of the most powerful tools in digital strategy, but simply creating content isn’t enough – it needs to be strategic, consistent, and optimized for results. Many businesses invest in content marketing yet fail to see real returns because they unknowingly fall into common content strategy traps.
If your content isn’t driving traffic, engagement, or conversions, don’t worry – you’re not alone. Here are the top five content strategy mistakes businesses make (and how to fix them in 2025).
inconsistent messaging across platforms.
Your website says one thing, your social media posts say another, and your emails sound completely different. This inconsistency confuses your audience and weakens your brand identity.
the fix
- Develop brand voice guidelines to ensure a consistent tone, style, and messaging across all platforms.
- Align your website, blogs, emails, and social content to tell a cohesive story about your brand.
- Ensure visual consistency by using the same logos, fonts, and color schemes throughout your content.
Example: A brand with a fun and casual tone shouldn’t have dry, corporate-sounding website copy. Keep your brand voice uniform, whether you’re posting on LinkedIn or sending a promotional email.
ignoring keyword research & SEO.
Many businesses write content without considering SEO, which means they’re not targeting the right audience or ranking in search engines. Without keyword research, your content may never reach the people searching for it.
the fix
- Use SEO tools like Google Keyword Planner, SEMrush, or Ahrefs to identify high-ranking, relevant keywords.
- Focus on long-tail keywords that match user intent (e.g., “best social media strategy for small businesses” instead of just “social media strategy”).
- Naturally incorporate keywords into titles, meta descriptions, headers, and body content to improve search visibility.
Example: If you’re a marketing agency, writing about “content marketing strategies” is too broad. Instead, target “content marketing strategies for real estate” to capture a more specific audience.
creating content without a clear goal.
Many businesses produce blogs, social media posts, and videos just for the sake of posting without a clear goal. Without purpose, your content lacks direction and measurable success.
the fix
- Set a clear objective for every piece of content: Is it meant to educate, generate leads, or convert?
- Use analytics to track key performance indicators (KPIs) like traffic, engagement, and conversions.
- Align your content strategy with the buyer’s journey, ensuring you have content for awareness, consideration, and decision-making stages.
Example: A blog post should be optimized for SEO and drive organic traffic, while an email campaign should nurture leads toward a purchase.
not repurposing & maximizing content.
Many businesses publish content once and forget about it instead of repurposing it across multiple platforms for maximum reach.
the fix
Turn a single blog post into:
- A LinkedIn article
- A Twitter thread
- A short-form video for Instagram Reels or TikTok
- A lead magnet in an email campaign
- Refresh and update older content with new data, keywords, and insights instead of creating everything from scratch.
Example: If you publish a blog about “Top Marketing Trends for 2025,” create an infographic summarizing key takeaways and share it across LinkedIn, Instagram, and Pinterest.
forgetting to optimize for user experience (UX).
A great piece of content won’t perform well if it’s hard to read, poorly structured, or slow to load.
the fix
- Use short paragraphs, headers, bullet points, and bold text to improve readability.
- Optimize images and compress files to improve site speed (Google prioritizes fast-loading pages).
- Ensure content is mobile-friendly, as over 58% of web traffic comes from mobile users.
Example: If your blog is a wall of text, visitors will bounce quickly. Break up content with engaging subheadings, graphics, and clear CTAs (Calls-to-Action).
to wrap things up.
Content marketing isn’t just about producing content – it’s about producing the right content with a clear strategy.
By fixing these five common mistakes, you can create consistent, engaging, and SEO-friendly content that drives real business results.
by threshold | Sep 18, 2024 | Digital Marketing, General, Marketing, Tech/Web
Ava Page
SEO & Paid Media Specialist
So, you want to make your content stand out and actually get your audience talking, sharing, and clicking? Perfect! That’s kind of our specialty.
At Threshold, we turn content marketing from a guessing game into a strategy game with clear wins. Let’s dive into the best practices that will boost your content game, and see how we can work our magic for you.
know your audience inside and out.
Who are you talking to? If you don’t know, how can you expect them to listen? Threshold’s experts dig deep to uncover what makes your audience tick. We create detailed profiles that make sure every piece of content is spot-on. Think of us as your content whisperers—always in tune with what your audience wants.
craft catchy headlines.
Your headline is your content’s first impression—make it unforgettable! Threshold’s creative geniuses whip up headlines that are impossible to ignore. We mix intrigue with clarity, so your headlines grab attention and make people click. It’s like putting a flashy sign on your content that says, “Read me!”
create high-quality, valuable content.
Good content is more than just words on a screen; it’s about delivering real value. At Threshold, we’re all about creating content that’s informative, entertaining, and just plain awesome. We make sure your content doesn’t just fill space but actually makes a difference.
use visuals to boost engagement.
A picture’s worth a thousand words, and in content marketing, it’s worth a lot more clicks! Threshold’s design team sprinkles in visuals that make your content pop. From eye-catching images to fun infographics, we ensure your content looks as good as it reads.
optimize for SEO.
Great content needs to be found! Threshold’s SEO experts sprinkle the right keywords and optimize every piece so it gets noticed by search engines. We handle the techy stuff so you don’t have to. It’s like giving your content a VIP pass to the top of the search results.
encourage interaction.
Content shouldn’t be a monologue—it should be a conversation. Threshold helps you craft content that invites comments, questions, and interaction. We make sure your audience feels involved and valued. It’s like hosting a fun chat where everyone’s excited to join in.
leverage social media.
Social media is your stage—make sure you’re in the spotlight! Threshold’s social media pros tailor your content for each platform, using engaging posts and hashtags to boost your reach. We turn your social media channels into buzzing hubs of activity.
monitor and analyze performance.
How do you know what’s working if you don’t measure it? Threshold tracks your content’s performance with sharp analytics tools. We dive into the data to see what’s hitting the mark and what’s not, so you can keep improving. It’s like having a performance review for your content, but way more fun.
stay consistent.
Consistency is the secret sauce to building trust and keeping your audience engaged. Threshold ensures your content is consistently on-brand and on-schedule. We keep the rhythm going so your audience knows exactly when and where to find you.
keep it fresh and relevant.
Nobody likes stale content. Threshold keeps your content fresh and on-trend by staying up-to-date with the latest trends and events. We make sure your content stays relevant and exciting. It’s like keeping your content wardrobe in season and on point.
to wrap things up.
Ready to take your content marketing from “meh” to “wow”? Threshold’s got the expertise to help you crush these best practices and make your content shine. Reach out to our team of marketing experts today and let’s get started on making your content unforgettable!
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold social channels, blog content, and SEO maintenance. She also aids in digital marketing strategies as a part of the activation team, focusing on setups and optimizations of campaigns ranging from social to display, and all the fun bits in between.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her two dogs, Miska and Noodle, & two cats, T’Challa and Ada.
by threshold | Jun 16, 2024 | Digital Marketing, General, Marketing
Welcome to the dynamic world of marketing. Over the decades, the marketing landscape has transformed dramatically, adapting to new technologies, shifting consumer behaviors, and evolving business needs.
From the early days of traditional marketing to the digital era we thrive in today, the journey has been nothing short of fascinating. Join us as we explore the key milestones in the evolution of marketing and see how Threshold can help you navigate this ever-changing terrain.
After all, we’re here to market your everything – didn’t you hear?
the traditional marketing era: tried and true
Before the internet took the world by storm, marketing was all about traditional methods. Picture this: glossy magazine ads, catchy radio jingles, and eye-catching billboards. These methods ruled the marketing landscape for decades. They were effective in reaching a broad audience and building brand recognition.
However, traditional marketing often came with high costs and limited ways to measure precise ROI.
the digital revolution: enter the internet.
As the internet emerged, it brought along a seismic shift in how businesses could connect with their audiences. Websites became the new storefronts, and emails started replacing direct mail. Search engines like Google transformed how people discovered products and services.
This digital revolution provided marketers with new tools and strategies, offering more targeted, cost-effective, and measurable approaches to reach consumers.
social media: the game changer.
The 21st century ushered in the era of social media, changing the marketing game forever. Platforms like Facebook, Instagram, Twitter, and LinkedIn became the new playgrounds for brands to engage with their audiences. Social media marketing allowed businesses to interact with consumers in real-time, creating a two-way communication channel that was unprecedented.
It’s no longer just about broadcasting messages; it’s about creating conversations.
the mobile movement: marketing on the go.
With smartphones becoming ubiquitous, mobile marketing has become a crucial part of the digital marketing mix.
People are constantly connected, checking their phones for updates, making purchases, and consuming content on the go. This shift has driven marketers to optimize their strategies for mobile devices, ensuring seamless experiences across all screens.
data-driven decisions: the rise of analytics.
One of the most significant advantages of digital marketing is the ability to collect and analyze data. Gone are the days of guessing which campaign might work best.
Today, marketers rely on analytics to make informed decisions, track performance, and refine their strategies. Data-driven marketing allows for personalized experiences, ensuring that the right message reaches the right audience at the right time.
the future: ai, vr, and beyond.
As technology continues to advance, the future of marketing promises even more exciting developments. Artificial Intelligence (AI) is already making waves with chatbots and personalized recommendations. Virtual Reality (VR) and Augmented Reality (AR) are opening new doors for immersive brand experiences.
Staying ahead of these trends is crucial for businesses aiming to maintain a competitive edge.
partner with threshold: marketing your everything.
Navigating the ever-evolving marketing landscape can be daunting, but you don’t have to do it alone. At Threshold, we take pride in our ability to market your everything. Our team of experts is here to help you harness the power of both traditional and digital marketing to create a comprehensive strategy tailored to your unique needs.
Whether you’re looking to revamp your social media presence, optimize your mobile marketing, or dive into data analytics, we’ve got you covered.
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website! \
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance. She also aids in internal and client-facing digital marketing strategies.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
by threshold | May 16, 2024 | Culture, Digital Marketing, Financial Marketing, General, Marketing
Ava Page
Hey there, marketing enthusiasts! 🌟 Ready to boost your email marketing game? At Threshold, we believe in the power of a great email strategy to connect with your audience and drive results. With our new Marketing-as-a-Service (MaaS) offering, including top-tier email marketing, we’re here to help you shine.
know your audience.
First things first, you’ve got to know who you’re talking to. Your emails should feel like a conversation with a friend – someone who gets you and knows what you need. Start by segmenting your email list based on demographics, interests, and behavior. This allows you to send personalized content that resonates with your readers. Threshold’s MaaS helps you dive deep into audience insights, ensuring your emails always hit the mark.
craft compelling subject lines.
Your subject line is the first impression your email makes. It needs to be irresistible! Keep it short, sweet, and to the point. Use action words, ask intriguing questions, or create a sense of urgency to entice your readers to open your email. With Threshold’s expert copywriters on your side, your subject lines will consistently capture attention.
create engaging content.
Once your readers have opened your email, the next step is to keep them engaged. Your content should be valuable, relevant, and easy to read. Break up text with bullet points, images, and headers to make it visually appealing. And don’t forget to include a clear call-to-action (CTA). Threshold’s MaaS ensures your emails are packed with engaging, high-quality content that drives action.
optimize for mobile.
With more people checking emails on their phones, it’s crucial to ensure your emails look great on all devices. Use a responsive design that adapts to different screen sizes, and keep your text and images balanced so they’re easy to view on smaller screens. Our MaaS includes design optimization to make sure your emails are always mobile-friendly and visually stunning.
test, analyze, and improve.
A/B testing is your best friend when it comes to email marketing. Experiment with different subject lines, content formats, send times, and CTAs to see what works best for your audience. Track your email performance with analytics to understand what’s working and what’s not. Threshold’s MaaS provides comprehensive testing and analytics, helping you continuously refine your strategy for maximum impact.
to sum things up.
With these five strategies (and Threshold’s Marketing-as-a-Service, if you choose) at your fingertips, you’re set to maximize open rates and conversions like never before. Our team is dedicated to crafting email campaigns that not only stand out but also drive results.
Ready to transform your email marketing? Let’s get those emails opened and those conversions rolling in! 🚀
Interested in taking this conversation further with a marketing expert? Reach out to our THeam today for all the answers you’re looking for.
Stay tuned for more tips and tricks from the Threshold THeam, and happy emailing! 📧✨
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in internal and client-facing digital marketing strategies.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
by threshold | Apr 24, 2024 | Creative, Culture, Design, Digital Marketing, General, Marketing, Thought Leadership
Laura Robbins
In today’s dynamic marketplace, where consumers are bombarded with choices, establishing a distinct brand voice is paramount for standing out and building meaningful connections with your audience. Whether you’re a real estate property, a credit union, or a boutique hotel, a compelling brand identity weaves together words and emotions to convey a coherent and resonant message.
Let’s explore the art of developing a voice that aligns with your brand’s identity and strikes a chord with your target audience.
understanding your brand’s identity.
Back up, back up, back up. Before you even begin to explore your brand’s voice, you first need to ensure you’ve established your brand’s identity.
What values does your brand stand for?
What sets it apart from competitors?
What emotions do you want to evoke in your audience?
By delving into these questions, you can uncover the essence of your brand and lay the foundation for developing a distinct voice that encapsulates its personality.
Take Threshold’s brand voice for instance. One of our corporate values is that we’re both professional and playful. That value is woven throughout our voice. We like to get the job done and do an amazing job at that, and we like to have a laugh or two along the way. A witty joke or pun is welcome – and oftentimes encouraged – in these parts.
audience insight: listening to consumer needs.
Understanding your target audience is crucial for shaping your brand voice. Conduct thorough research to gain insights into your audience’s demographics, psychographics, and pain points.
What language resonates with them?
What tone elicits the desired emotional response?
Go so far as crafting personas for your brand so you can better tailor your voice and messaging to your audience. Having this distinct persona will also allow you to quality-check your brand’s messaging as it gets put into use, ensuring what you’re saying is relevant to your target audience.
maintaining your voice across touchpoints.
Remember that thing we said above, about quality-checking your brand voice? Yeah – it’s important.
Consistency is the bedrock of a strong brand voice. Maintaining a unified voice across all marketing touchpoints reinforces your brand’s identity and fosters trust with your audience. Whether it’s your website copy, social media posts, or customer support interactions, ensure that your brand voice remains consistent in tone, style, and messaging to deepen relationships with your audience.
it’s ok to be flexible.
Yeah, ok, the odd rule is meant to be broken, is it not? While consistency is essential, it’s also important to recognize that the marketplace is constantly evolving, and consumer preferences may change over time.
Your brand voice should be flexible enough to resonate with changing trends and audience dynamics. Continuously monitor feedback, stay attuned to cultural shifts, and be willing to adjust your brand voice accordingly to maintain relevance and resonance.
Threshold did just that! We underwent a brand refresh in 2023 to better align our creative direction, messaging, and services to our clients and their needs.
be yourself.
Above all, authenticity is the core of a compelling brand voice. Consumers are attracted to brands that authentically express their values and beliefs. Be genuine, transparent, and true to your brand’s identity in every communication. Authenticity not only fosters deeper connections with your audience, but also builds loyalty and advocacy over time.
to sum it all up.
By understanding your brand’s identity, listening attentively to your audience, maintaining consistency, embracing flexibility, and embodying authenticity, you can elevate your brand above the noise and leave a lasting impression on your audience.
Remember, the marriage of words and brand identity is not just about what you say, but how you say it. Let your brand voice be what captivates, inspires, and connects with your audience.
Now that you know how essential a brand voice is, let Threshold help you craft one! We use carefully curated data to deliver positioning and messaging full of strategic potential. Our experienced team weeds out stale approaches to deliver fresh perspectives and brand guidelines that empower future asset creation. And we’ll make you go wow in the process. Promise.
Get in touch with us today!
about the author.
Laura is the brand strategist here at Threshold (so when it comes to all things branding – take her word for it). She embodies all of the best part of what creative marketing is all about, bringing life to brands across the spectrum, and highlighting all of the best aspects that a company, property, business, or any other brand has to offer its consumers.
When she’s not bringing brands to life at Threshold, Laura loves spending time with her husband, son, friends, and family – and she’s even got a little one on the way! Whether it’s spending quality time with loved ones, traveling, trying new restaurants, or working on her novel (yep – she does it all), Laura is the definition of someone who lives to get all of the best things out of life, and we love her for it.
