They say content is a powerful weapon, and it sure is. But that means that, in the wrong hands, it can do some serious damage.

Follow these simple rules to keep yourself on the straight and narrow. Please. We’re begging you.

1. Unimaginative, puke, non-headline-headlines

The old ‘statement-full stop-you’re welcome’, such as :’Ten summer dress you can’t live without. You’re welcome.’ Or “we’ll just leave this here…” (which may or may not have a shameless, “you’re welcome” tagged on to the end.)

The list goes on. You get the point.

You’re welco… never mind.

2. Mimicking your audience

You’re speaking to a particular audience segment or persona with a particular piece of content – fantastic. However, because you’re targeting teenage girls, for example, doesn’t mean you need to sound like them and start jumping all over their slang like an uncool parent on Facebook.

Also, Netflix and chill doesn’t mean what you think it means. Seriously. Look it up.

Use a consistent brand voice for all your content, otherwise you risk isolating and losing audience members each time you shift gears.

3. Calling everything and anything a ‘hack’

Thesaurus, anyone?

4. Content for content’s sake

Does this article/meme/video have an objective (other than being published)? Does it offer anything of value to the end receiver? Does it fit with your content calendar? No? Then don’t publish it.

5. Ugly, unrelated or basic stock images

The wrong image can dilute, cheapen or damage your brand and all its history in one second flat. Audiences are sophisticated. Whether it’s a low-resolution image (which, by the way, is inexcusable), an unrelated afterthought thrown up for the sake of adding a visual, or a bland stock image of a load of blokes in an office high-fiving around a flipchart, too many brands (and publishers) are guilty of this.

Does the image contribute to the content? No? Replace it. A badly chosen image is a missed opportunity to engage the end user out of laziness.

6. Non-diversification of content

Linkedin is not Facebook. Twitter is not your company blog. Why are you punishing those who you are loyal to you by following you on each of these channels by spamming their various newsfeeds with content they’ve already seen?

Plan your channel distribution. Diversify. Plan and distribute content in line with the particular characteristics of the channel and audience.