Content marketing is increasingly becoming one of the cornerstones of the online business. It ranges from search engine optimization (SEO) and online advertising to blogging and social media marketing. What one needs to consider is that content marketing is all about pitching your brand through the various types of content. These include text, videos, images, recording, or even artwork.
With the arrival of social media platforms that mostly uses a character limit of 160 characters, or even simply images and video/audio; it has become even easier for the users to find updated information in a rapid manner. Considering the short attention span of the users, it is even important for the content marketers to come up with more precise content to engage the users.
Gone are the days when writing lengthy blog posts or creating long copy was the only criterion. Today, you’ll find content in a variety of topics and mediums. Things are rapidly changing in content marketing with every passing year. As we step into the New Year, it is about time that we bid farewell to the entire ill-practices that were once used in content marketing.
Therefore, we’ve rounded up here some of the outdated content marketing methods that no longer work today:
1. Creating Content for the Heck of it
As a content marketer, you may feel obligated to keep making and releasing content (in whatever form) just for the sake of it, rather than actually having anything to say or show. When you do this, you are caught in a rut that only results in mediocre content.
Therefore, you need to make a simple rule; if the readers won’t take any meaningful information from it, then don’t release it. At best, it will bore your audience. At worst, you would tarnish the reputation of your company/brand. Running a content farm is not going to benefit your online reputation any longer.
The less your content engages people, the less ranking your blog or website would have. Remember that Google ranks a page on basis of clicks it generates, which obviously depends on the quality of information your target market receives. If someone doesn’t see, hear or read something that attracts them, they’re not going to come back, at least, not for some times. In a nutshell, it is the quality and not the quantity that should base your content strategy.
2. Copying Your Own Success
Let’s say, for instance, that a writer is successful at posting an article that resounds with its readers. However, it is natural that the readers will find it less interesting after a time. Thus, the content marketers who continue to create the same type of content to get the hype are likely to bore their readers. Therefore, when you keep following the same pattern in content marketing, you tend to turn off your leads.
On the other hand, other content marketers might want to get on the bandwagon as well. If someone copies your content and just link back to your blog or site, then it can lead to more traffic. What happens here is that search engines won’t show your blog or site as the original location of your work.
So stop allowing guest bloggers to copy your writing for free, or to post your videos, or even link up to your podcasts. They’re getting much more than content out of it; they’re getting SEO credit, which is essential for a content creator.
Of course, if someone right out steals your content without even linking back, there isn’t much reason to worry. Google will be able to find out where the content was originally published and redirect searches to your site. Worries like content theft are outdated, SEO credit theft is not.
3. Being Too Generous A Guest
Making a guest video, giving a recording or even writing on blogs or sites other than your own can be a major gateway through which numerous leads and visitors could enter. Guest posting, however, was started as a way to get to the top with your content building skills. This is no longer true. Now, a guest blogger has to focus on quality, not quantity.
If a website is accepting your content without guidelines or a known author, it is not a very popular website to begin with. You won’t lose out on giving this a pass. As a content creator, what you need is traffic, authority, credit and recognition. If your guest content is not getting you that, then it’s time for you to bow out of such commissions.
4. Keywords Over Quality
In the long, long ago yesteryear of the early 2000s, choking your content with the required keywords was a frustrating but effective way to get the most hits. Probably your first writing assignment went something like this: “With Easy Tech, your technological problems are solved. Call the Easy Tech staff today. We at Easy Tech are glad to serve you”.
Similarly, your first marketing video might have sounded like a long, droning infomercial. While this might have worked in the Stone Age of content marketing, the rules have changed drastically. Now, you engage your audience and keep them fixated on what you have to show them.
Concise, clear, and focused content is the new game to play. Think like a potential customer and think of the interest and questions they might have about your product or service. Now sit down and answer them. Depending on your audience, you can choose whether to make your content technical or make it so simple that a layman can understand it.
Ideally, everything you do should be presented in such a way that viewers won’t be able to tear themselves away from it. If you operate on your own platform (like your own website, blog or online store), fresh content is a must whenever possible.
However, steps must be taken to ensure the quality. Hire creative content creators if you have to, but the quality should be up to par, otherwise even the older quality content would risk being dismissed by your market.
5. Over-Usage Of Link Networks
Previously, you sign up with link networks in order to achieve more backlinks to your website. However, this is a no-no in today’s content marketing world, to the extent that Google has been warning against them. Why the turn of events? The backlinks one usually achieved through signing up and paying good money to these link network started coming from shady websites.
If they weren’t sleazy or dodgy, they would not be connected to the content they linked at all. You definitely don’t want your genuine, hard-earned content to be connected with a spammy dating website or a blog about celebrity scandals. Imagine the shame!
Aiming to have backlinks is a worthy goal for a content marketer, but they need to be genuine and give by real people or ventures that actually know and care about your product or service. If you have too many spammy backlinks or weird links on your content, Google might even flag your marketing platform site as spam itself. We can all do without such notoriety.
Content creation is a scientific process and should be treated accordingly. Potential customers not only give you their time but also exert a few brain cells in viewing what you have posted. In order to get the best results from this powerful tool that he literally has on the tips of his fingers, a content marketer needs to keep up to date on the marketing methods that characterize online marketing today. Only then would the marketing strategy be an online success.
Georgina Chadwick is a Digital Marketer, Growth Hacker, and Content strategist. Apart from being multifaceted professional, she also runs custom essay writing services to serve students. By using her in-depth insights into marketing strategy, she breathes life to any online business. She is fond of Italian foods and likes cooking them on the holidays. You can reach her via Google Plus.