Wrong.<\/strong><\/em><\/p>\nJust because it\u2019s simple to publish content online doesn\u2019t mean it\u2019s easy. For content marketing to be effective, it needs a carefully crafted strategy, well-researched audience targeting, meticulous editorial planning, metric tracking and analysis, and a team of highly skilled individuals.<\/p>\n
There are millions of articles being published online every single day. That\u2019s more than enough competitors vying for your potential customer\u2019s attention.<\/p>\n
Why would anyone read your content? What makes yours special? How does it add value and not add noise?<\/p>\n
\u00a0<\/strong><\/strong><\/p>\nEnvy<\/strong><\/h2>\n\u201cWe should have done that.\u201d<\/h2>\n
It happens to the best of us. You get a great idea for a content piece only to look online and find someone has already done it.<\/p>\n
Thou shall not covet thy neighbor\u2019s traffic!<\/p>\n
Instead of getting jealous, here are a few things you can do:<\/p>\n
\u00a0<\/strong><\/strong><\/p>\nShare the existing blog post on your social channels<\/b><\/h3>\n
If you are in related industries and can form a relationship, the author will probably share your content too if it\u2019s valuable to their audience.<\/p>\n
Quote the author\u2019s expertise in your article<\/b><\/h3>\n
If you quote them and let them know, they\u2019re more likely to share your content.<\/p>\n
Execute the content idea in a new and different way<\/b><\/h3>\n
Put a new, unique spin on the original idea or combine it with other ideas. This is how creativity happens!<\/p>\n
Make the content better or more up to date<\/b><\/h3>\n
Maybe the idea is great but the design and formatting are terrible. Maybe the content was true five years ago, but everything is different now. Whatever it is, fix it! Then reach out to those who linked to the old blog post with your new and improved blog post. If they\u2019ve already shared something similar, they\u2019re likely to share your new version.<\/p>\n
\u00a0<\/strong><\/strong><\/p>\nGluttony<\/strong><\/h2>\n\u201cLet\u2019s publish ALL THE CONTENT!\u201d<\/h2>\n
There\u2019s much debate around the ideal frequency of blog posts. Should you post twice per month? Once per week? EVERY DAY?!<\/p>\n
The best question to ask is not how much you should post, but what you post. Quality is always better than quantity.<\/p>\n
Which would you rather read?<\/p>\n
Ten blog posts that are short, fluffy, and not really helpful?<\/p>\n
Or two blog posts that are in-depth, full-length pieces that answer your questions and solve your problem?<\/p>\n
It\u2019s better to be helpful and concise. Your audience will show their appreciation.<\/p>\n
\u00a0<\/strong><\/strong><\/p>\nLust<\/strong><\/h2>\n\u201cI know! Let\u2019s make this blog post about septic tanks SEXY!\u201d<\/h2>\n
It\u2019s no secret that sex sells. But that doesn\u2019t mean that all marketing for all businesses should be sexy. Some industries just don\u2019t have that special razzle dazzle, like septic tank cleaning, for example.<\/p>\n
This is a good thing!<\/p>\n
You don\u2019t want to compete with everyone who is trying to be the sleekest and shiniest new thing. Play to the strengths of the business and forget the rest.<\/p>\n
<\/p>\n
Anger<\/strong><\/h2>\n\u201cWhy isn\u2019t this WORKING?! RAH!!!\u201d<\/h2>\n
If your content marketing isn\u2019t working, the first thing you need to do is ask yourself, \u201cwhat does content marketing that \u2018works\u2019 look like?\u201d<\/p>\n
If you don\u2019t know the answer, it\u2019s time to take a look at your strategy.<\/p>\n
\u00a0<\/strong><\/strong><\/p>\nSet clear goals<\/b><\/h3>\n
What are you trying to accomplish with content marketing? Traffic? Leads? Email sign-ups? Increased SEO? Be clear in setting your expectations.<\/p>\n
Measure what matters<\/b><\/h3>\n
Don\u2019t waste your time chasing vanity metrics that have little actual meaning. Instead, align your metrics to your goals to stay on track.<\/p>\n
Test, test, test some more<\/b><\/h3>\n
If your results aren\u2019t measuring up to your goals, try something new. Look to analytics for insights as to what performs well and what doesn\u2019t. Don\u2019t get mad. Get data.<\/p>\n
\u00a0<\/strong><\/strong><\/p>\nGreed<\/strong><\/h2>\n\u201cThis blog post will get a TON of sales!\u201d<\/h2>\n
Many companies make the mistake of believing that sales will come directly from their investment in content marketing.<\/p>\n
It doesn\u2019t quite work that way.<\/p>\n
Content is meant to be friendly, helpful, informative, and even entertaining. It\u2019s not supposed to feel like reading the script of a used car salesman.<\/p>\n
In other words, don\u2019t push it. Know the role that content marketing plays in the overall sales funnel and don\u2019t try to make it into something it\u2019s not meant to be.<\/p>\n
\u00a0<\/strong><\/strong><\/p>\nSloth<\/strong><\/h2>\n\u201cOh, we can publish that next week.\u201d<\/h2>\n
The content marketing game is a marathon, not a sprint. It takes stamina and a strong commitment to consistency to generate long term results.<\/p>\n
If you\u2019re not consistently posting high quality, helpful content to your target audience on a frequent basis, it\u2019s easy to slip into irrelevance.<\/p>\n
Don\u2019t get lazy! Keep at it.<\/p>\n
Create a comprehensive editorial calendar and stick to it. The more helpful content you post, the more channels potential customers have to find you.<\/p>\n
\u00a0<\/strong><\/strong><\/p>\n\nThou Shalt Go Forth And Prosper In The Land of Content Marketing<\/strong><\/h1>\n<\/blockquote>\n\u00a0<\/strong><\/strong><\/p>\nContent marketing is a long term strategy that requires commitment and devotion. By avoiding the seven deadly sins of content marketing, you can have faith your efforts will bear good fruit. Go forth and prosper!