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 15 – Google Insider Secrets, Evil Link Building, Epic Content

Some real goodies this week from our search for the best around the Web!

See what Google are  really doing (!!) in this in-depth interview with an ex-member of the elite search quality team, the current state of SEO from those who know and where to from here… how to rid your e-commerce website of those errors that hinder your ranking, a humorous, refreshing post on evil link building methods, a look at the views of 35 powerhouse social media personalities on how to be influential on Facebook, a great post on how epic content or long-form posts in content marketing get big rewards and much, much more – plenty here for your week’s reading to keep you up to date.

A little bucolic scene this week – visiting family enjoying feeding the alpacas

Alpacas eating from buckets

SEO / Search Engine Optimisation

What better way to get insights on what Google is really doing than to interview an ex-member of Matt Cutts’ search quality team. The first interview caused a bit of a storm with Google saying that this ex-Googler didn’t really work for them and disputed some of his claims. This follow-up is just as interesting and contradicts some of Google’s public inferences.

Top SEO Tips Straight From the Industry Experts [INFOGRAPHIC]

Some of the biggest names in SEO share on Hubspot their insights and opinions on what is the current state of search engine optimisation as well as giving advice on the best approaches to take. Insights from Rand Fishkin, Darmesh Shah, Stephanie Chang and Greg Shuey.

This post on Kissmetrics is a must-read for anyone working with an ecommerce website. These errors are almost the default setting for many ecommerce sites when they are first built and they will seriously hinder your chances of ranking well on Google.

And here is one just for fun. Peter Attia has put together a follow-up of 9 nasty ways to build links (and recommends you don’t do any of them). Good to see someone having a bit of a laugh when so much SEO commentary is dead serious.

Weekend Wrap 13 – Content Secret Sauce, Link Building Golden Rules, Killer SEO Insights

This week we have plenty of great content marketing posts to share from some of the top authorities in this niche, more on link building and the golden rules post Penguin,  some fantastic insights from many of the big names in SEO that presented at  the recent SearchLove event in London, and your chance to learn from the Company that gets most everything right with some tips from the Apple copywriters, and the blurred lines of social media where white, grey and black hats show the good, the bad and the ugly.

We had so many beautiful sunsets over Muriwai Beach this week it was hard to decide on the best one!
West Coast New Zealand Sunset

SEO / Search Engine Optimisation

This one gives a comprehensive evaluation of what makes great content. It slips into the SEO section instead of the content marketing one because it covers some of the technical needs to keep your content good for search engines (and it’s from Search Engine Land) Nice informative post!

 

Link building is certainly generating a lot of debate in the wake of the Penguin update. Google has sent a very clear message that it does not want to see any manipulation of its results. Most pieces you read take the moral high ground as if the writer has never tested other strategies in the past. This post actually tells it how it is. Everyone wants better results but what are the risks involved?

 

What sort of insights would you expect from analysis of a billion dollars worth of Adwords spend? This insightful post looks at who is spending the big bucks and what sort of return they are getting. It also looks at the role of SEO vs paid search. Good stuff!

 

Search industry conferences always deliver a massive amount of useful information. Thanks to Wordtracker for this blow by blow summary of the key learnings from the recent SearchLove event in London. Many of the really big names in SEO presented here so put aside a few minutes to absorb some of the insights.