Tuesday, December 18, 2012

7 reasons your content marketing is crap

There, I've said it and it's time to admit it. Basically a lot of the current hype around content marketing is crap and so are a load of blog posts about the subject.

Here's my thoughts on why a lot of efforts into the latest online marketing trend are going to be poor, very poor:

1. You have no content plan
Are you publishing content with no editorial calendar and therefore no schedule for seasonal changes? Good content begins with a good plan of what you're going to write and when you're going to publish it,

2. You have based everything around search engine optimisation
On-page optimisation of your content is one of the key focuses of SEO, however just writing content for the search engines (and not really for your readers) isn't the right way to get engaged readers

3. You're not encouraging sharing
So you're making it harder for your readers to post the URL to different social networks or to share content with their peers. Why exactly?

4. You're not linking off to other parts of your site
Part of your reason for writing content should be that it actually drives people around your site and triggers your other site KPI's. Have you got an eCommerce site and yet you're not linking off to products you feature in your blog?

5. You're not reading what you're writing.
The way to create a sustainable audience of any long term value is with the deployment of quality, original and engaging content. Like a chef who doesn't eat what they make, you need to write stuff that you believe in. which ultimately means you have to be the first consumer of your content.

6. You're not properly measuring what you're doing
How are you going to optimise your content if you don't actually collect data about what is working for you and what isn't? Ensure you have the right goals measured and that you get regular feedback on these.

7. You're not learning
Content marketing optimisation is a slow process of test and learn, where you not only have to spend effort producing content... you have to also gain insight into what is actually working. And then you have to actually tell yourself some home truths about what isn't!.
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