Are you making these big content marketing mistakes?

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:

Content Marketing Mistakes

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.
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Weekend Wrap 6 – Google Fails Test, Technical SEO and Bob Marley

We kick off the Weekend Wrap with Google in the limelight again, the ongoing process of optimisation, a great post on solving SEO technical issues, what we can learn about marketing from Bob Marley and a lot more to stimulate and educate from the week that was!

Enjoy the posts…

This week’s photo – a Spring storm brought big swells at Muriwai Beach last week – only the gulls seem unfazed!

Spring storm at Muriwai Beach

SEO / Search Engine Optimisation

Would Google Fail Its Own Quality Test?

Following hot on the heels of last week’s leaked Google guidelines on page quality this post runs Google’s own site through the test. How do you think Google fared? (this is pretty funny)

The Importance of Ongoing Optimization – Tips Included

When can you say your site is optimised?  The truth is that you should never stop optimising your content – it’s an ongoing process as explained here.

Common Technical SEO Problems and How to Solve Them

I usually shy aware from ‘techy’ posts but this one is worth its weight in gold!   Excellent technical SEO tips, understanding accidental homepage duplication, 301 redirects, soft 404 errors and much more. File this one away for future reference – you never know when you might need it or know someone else who does!

How to create a lightning fast website

As you are probably aware, site speed is one of the many valuable ranking factors Google looks at.   Wordtracker gives a really useful tutorial on how to improve your site page load speed for that small but subtle lift in search results.
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