Nov

25

2015

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Content Marketing

Content marketing is one of the cornerstones of a successful SEO campaign. It is one of the most cost-effective digital marketing methods. But it can also go very wrong, if not done right.

Trouble in Content Paradise

Sometimes you think you have done all that is possible in your content marketing campaign and it is still not working out for you. There is the perception that content is the king of the SEO hierarchy, and it is surely true. But you have to understand that heaps of publications on a variety of topics, or multiple pages with lots of half-relevant content are not enough. In fact, as far as quality stands vs. quantity, we believe that lots of poorly applied content will do more harm than good, while a few pages of well-planned, well-written and well-placed content will give you amazing results.

For comparison, consider taking a grenade launcher on a rabbit hunt. Even when you do hit the rabbit, there will not be much left of it to take home to cook. Bringing a highly accurate rifle is the right thing to do here.

So What am I Doing Wrong?

Is Your Campaign Strategically Planned?

If the answer is negative, you need to go back to the drawing board. The “publish and they will come” approach does not work. You need to consider your target audience, client personas, choose a voice based on that, define the value of what you are offering, set your goals and find ways to measure progress and ROI. Plan everything.

Skipping Publications Creates Slack

No, five articles released this week will not compensate for the one you skipped last week. No matter how busy you are, make sure your audience hears from you on a regular basis. Consistency is the key here. Never compromise on this.

Don’t Be Afraid to Share Your IP

It may sound counterintuitive, but it’s true – sharing your methods doesn’t devalue your work. Quite the opposite, it displays you as an established specialist and makes your demand rise. No matter how much you share, everybody knows you will still be able to do a better, faster job of it than whoever watched your video or read your article. Be generous, and the first person that will benefit from it is you.

Pushing For Sales Too Hard

People read and share your content because it’s interesting and useful. That big BUY NOW button is a turn off. Take it down. Relax, share the experience and knowledge. They remember that you are a business person and will approach you without being prodded.

SEO? What SEO?

Sadly, we still see a LOT of people who write all of that amazing content and completely ignore those ”little things” like metadata, heading structure, titles, subtitles, data structure, social sharing optimization, clickbait, and linkbait. There is more, but you get the picture. It’s like buying a Lamborghini with tires and suspension from a beat-up old Fiat Uno. SEO works, use it. Kapish?

Good luck! If you are still not sure and need some advice from a Toronto content marketing company, give us a call. No rabbits were shot in the writing of this article.

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