When it comes to technology, what is state of the art today can become laughably outdated within just a few years or, in some cases, even months. While most people know this is the case for technology, what about for your content marketing strategy?
If you don’t continually update your tactics, then you are going to be left behind by your competition. If you are still utilizing some of the methods below, now is a good time to start looking into fresh new ways to distribute your content. To get inspired, it helps to subscribe to marketing publications such as MarTech Today, Search Engine Land, Marketing Magazine, Adweek, Moz, Neil Patel’s blog, and more. Or, register for a local marketing conference or meet up.
1. Writing Shallow or Broad Content
In the past, content was about quantity over quality. Search engines gave priority to sites that had plenty of keyword-rich content. I didn’t really matter all that much if the content was useful or relevant to the search. As a result, writers were churning out blog posts, regardless of whether or not they made sense or provided value.
Today, search engines have gotten extremely smart, and now is time for you to do the same. If you want high rankings in the SERPs for your content, it has to offer value and have a purpose. You’ll get penalized for shallow content that gets clicks but isn’t relevant to what the searcher was actually looking for.
What to do: Deliver real value by answering questions and providing other needed or requested information to your audience.
2. Stuffing a Single Keyword
During the days of producing bulk content, the best way to get the attention of search engines was to stuff keywords in anywhere they would fit. You could include keywords in every header, paragraph and even multiple times in a single sentence. The keyword would even be used in invisible text at the bottom of a page. This didn’t add to the content in any way, but it helped generate more clicks to the site.
If you try to stuff keywords today, you are going to get the opposite result. Google not only finds and punishes “spammy” sites with stuffed content, it also moves it down in SERPs and repeat offenders may even be blacklisted.
What to do: Rather than focusing on a single keyword, start with a popular topic, then create a keyword group, including long-tail keywords.
3. Creating Clickbait Headlines
Clickbait headlines are those that catch your interest immediately and make you want to click on it, such as “The Top 5 All-Time Worst Parents – Number 2 is Shocking!” While these headlines drove clicks for a while, the sites that started the trend began to encourage competition. All of the sudden, everything was “mind-blowing” or “shocking,” taking the “wow” factor out of these types of headlines.
What to do: Instead, create a title that provides a clear benefit to readers.
4. Only Creating Bottom of the Funnel Content
You are likely hoping for your audience to take an action because of your content, right? As a result, you cater your content to this specific action. While bottom-of-the-funnel content is much easier to tie back to revenue, if you don’t create top-of-the-funnel content, then you won’t ever create an audience for the bottom-of-the-funnel content. You have to create a demand and then try to sell them on something.
What to do: Most of your audience will be in the early stages of decision-making. As a result, strike a balance by creating the majority of your content to be tailored to those in interest and awareness buying stages.
5. Creating Viral Content
Creating content with the sole purpose of ‘going viral’ is not a content marketing strategy. While it is nice to have something go “viral,” it is unpredictable, and quite frankly, unlikely that this will happen.
What to do: Don’t create content with the hopes it will go viral or for the purpose of going viral. Focus on your audience and answer their questions.
If you need help developing a content strategy that will work for you, contact the team at Mintent. We can help you come up with a customized strategy that fits your needs. If you’re not ready to talk to someone, check out our webinar series. We have tons of webinars featuring content marketing experts that will help you with your content marketing strategy.