Content marketing is a valuable way to connect with current customers, reach new ones and get on the radar of influential people in your industry. Marketing your content on other blogs and websites is especially effective, but are you doing it right? Or are you killing your content marketing strategy in one of these five ways?
Reuse the Exact Same Content Over and Over Again
Content Strategy Killer: There’s nothing a blogger likes more than seeing that you’ve been kind enough to forward the post you sent her — to be published by another blogger, right?
Wrong move! Each blogger who agrees to host your guest post on their blog is actually doing you a favor. Write a unique post on a unique topic. Failing to do so can do more than just irk the blogger and get you on her blacklist, it can also cause Google and other search engines to penalize both websites who featured the duplicate content. So not only are you on the blogger’s bad side, the website you’ve placed your content on is no longer as effective for your content marketing strategy. It’s a lose/lose.
Alienate Bloggers and Influencers
Content Strategy Killer: Pester bloggers with a generic form letter asking them to host your guest blog post. Don’t bother to find out their names. Promise a blog post by a certain date for their content calendar, but deliver it much later. Don’t follow up on requested re-writes. Refuse to check the blog post after it goes live or respond to comments the blogger’s readers might have left.
Do exactly the opposite of the above. Bloggers expect you to be responsive, open to suggestions and available if their readers should have comments about the blog post they were kind enough to run for you. Don’t alienate them with bad behavior.
Reach for the Low-Hanging Fruit… Every Time
Content Strategy Killer: BobsGiftsAndMore.com accepts guest posts from anyone… and we mean anybody. So that’s a great place to send a guest post, right?
Don’t do it! Placing your content on spammy sites lowers your credibility. Having a link back from one of these sites to your site could actually lower your search rankings! Your potential customers prefer to read blogs and visit websites that add value to their lives, so strive to place posts on sites you can be proud to post on.
As for the content itself, there’s no better way to kill a content marketing strategy than these two tactics:
Keep it Generic
Content Strategy Killer: Who needs to dig deep for a great blog topic? Your old standby post works like a charm every time, right?
But hang on—just like that story you always tell at parties, your go-to blog post is going to get old very fast. There are very few topics under the sun on the Internet, so you need to make your content marketing strategy stand out by placing posts that feature your unique voice and story. While we’ve all heard the old “local boy/girl makes good” story, we’ve never heard your specific story.
Be Very, Very Boring
Content Strategy Killer: The only way readers are going to know that you mean business is if you keep your blog post serious. You have no time for jokes, or stories, and perish the thought of including an exclamation point for emphasis.
Wait! Don’t confuse serious with boring. Your content can mean serious business without sending readers reaching for their pillows. Like giving your kids medicine with a spoonful of honey, sometimes the best way to get your serious point across is to disguise it in humor or a great story.
Did we miss anything? How else would you kill a perfectly good content marketing strategy?