Recent research reports all indicate that marketers are struggling with a number of elements around content marketing.
Many are spouting the old “Content is King!” adage but a large number are stalling when it comes to measuring results or understanding what is working and what is not.
The reasons for this confusion become very clear when we dig below the surface of a number of content marketing strategies.
So many of the fundamentals are missing that many brands are wasting their time and money.
Successful content strategy is not just about publishing blog posts. The requirements are a lot more complex than that so I have put together an overview of the most common mistakes I come across when reviewing and auditing websites.
Here are my top 8 content marketing mistakes in no particular order:
1. Publishing is not frequent enough
You have a company blog and you have committed to creating and publishing content on a regular basis. All runs well for the first few months and then everyone who has signed on to write gets busy.
And one of the first things that gets left behind is the blog writing.
Your site drops from a couple of posts a week to maybe a monthly post and then you realize further down the track that no one has published for a couple of months.
Freshness and frequency are big ranking signals for Google (and let’s face it Google has more than 90% market share in New Zealand and Australia for search).
All of the momentum in content visibility that your early enthusiasm gained is slowly slipping away.
If we look at the potential of regular posting with my SEO hat on (and of course assuming the content is relevant and good quality), let’s say you have committed to just two 500 word posts per week.
That’s 4,000 keyword focused words a month and 8 new pages on your website.
Yes, that’s 48,000 keyword relevant words in your first year and 96 new pages on your site
Now take a look at your main competitors.
Can they compete with this amount of value?
2. You are not delivering value
This one involves quite a major shift in mindset.
Not that long ago business talked about protecting IP. Business ensured that their methodologies or practices were kept away from any public forum out of a fear that competitors would use the information and take a slice of the pie.
Non-disclosure agreements anyone?
Well, the game has changed and those who understand how the new socially motivated consumer and business operates, are giving value on a consistent basis. Look at any of the major tech based startups in the past few years and see how much value they are sharing.
Step by step tutorials, cheat-sheets, free templates, white papers, training through webinars, free versions of browser extensions and online tools and much, much more.