Content Marketing October 30th, 2013
Content marketing is what makes inbound marketing such a profitable marketing strategy, as that particular subcategory of inbound marketing can make or break websites and companies that are attempting to gain traction online. Content marketing has the ability to pay enormous dividends, but can also simply be performed very badly and actually harm rather than help. With that in mind, it is important before embarking on any kind of content marketing that you learn the killer mistakes of content marketing and how to avoid them—in order to save yourself time, effort and money.
So without further ado, here are some of the most common and most deadly content marketing mistakes you can make—and how to sidestep them.
Content marketing is not just about generating backlinks: it is about genuinely creating helpful content that pleases visitors enough to engage with your company or website. If your name becomes associated with content that is obviously poorly written or spun, then you are damaging your brand and aren’t exactly doing yourself any favours. Don’t waste your time and money on content that is poor: the fractional amount more that quality content costs in terms of both cash and effort are worth it.
What’s the point of producing awesome content if nobody sees it? If your own blog or social media profiles are not popular enough to bring your content sufficient attention, then work on getting guest posts on other blogs or on getting more popular social media users to share or retweet your content. You don’t need to go viral (although it certainly helps): having just a few friends in high places is enough to drives visitors to your content, and from there to your website.
Keenly related to the above point, you need to be very careful as to where you place content affiliated to your site. Content hosted by websites with a bad reputation or with poor metrics can actually harm you in the long run, even if they are easier targets in the short run. Quality always pays, so don’t settle for less than what your business and what your content is worth. If you wouldn’t want to be associated with a particular website in a year’s time (or even five years’ time), just keep looking.
A blog post can be well-written, with perfect English and perfect grammar, and can be perfectly related back to your business… and still be boring. Content shouldn’t be there just to exist: it should be helpful or interesting or unique (or quite possibly all three). If your content isn’t actually doing anything or serving any kind of purpose, then don’t create it. Content should always have a purpose and an audience.
When online marketers use the word ‘content’, most people read it to mean ‘blog posts’. Yet blog posts certainly are not the only kind of content that one can make, and indeed content marketing should really encompass everything from YouTube videos to free ebooks. Vary up your offerings and cater both to your own skills and to the appetites of your visitors. If you don’t have the time or the skills, bring in a content marketing agency to do the job for you. Whatever you do, just keep it fresh. Doing the same old, same old is boring and gets old fast. By mixing it up, you can keep your visitors engaged and derive the maximum benefits.