Bad Content Marketing Habits to Kick Before 2013

Monica Romeri
Monica Jade Romeri Founder and CEO, Darwin Digital Content

Posted on December 7th 2012

Bad Content Marketing Habits to Kick Before 2013

Content marketing has been all the rage in 2012, and content marketing will continue to wield significant influence next year.  Why not commit yourself and your company to content_marketing_bad_habits_inbound marketing_2013some content marketing New Year’s resolutions?  There are common bad habits practiced by content marketers.  Although they all have solutions, some may take more time and effort to correct than others.  According to Pamela Vaughan of HubSpot, companies that maintain blogs get 55% more website visitors and 97% more inbound links and have 434% more indexed web pages than companies that do not maintain blogs.  High-quality business blogging has real value, so start 2013 off with bang by kicking your bad habits and taking your content marketing to the next level.

6 Content Marketing Bad Habits


1.  Infrequent Blogging

The more often a company blogs, the more traffic and leads it will be able to produce.  Businesses that update their blogs at least 20 times per month generate over five times more traffic than businesses who blog less than four times per month.  Businesses that blog at least 20 times per month also generate four times more leads than those that do not blog.  

2.  Poor Planning and Coordination

You need a clear content marketing plan that everyone at your company follows. Your website, social media activity, press releases, newsletters and email marketing should all be coordinated and tailored to each of your various vertical markets and channels around a unified, targeted message.  In all your content marketing, you need to communicate the unique value your company can provide in solving problems and finding solutions for your prospective clients.   

3.  Not Using CTAs

Always include a call to action (CTA) in your blog posts.  Providing high-quality premium offers will increase engagement and help move prospects down the marketing funnel.  Informational offers, such as ebooks, whitepapers and webinars, function well, because people reading your blog are likely to be interested in more free information from you.

4.  A Lack of Variety

Your blog should focus on a wide variety of relevant industry topics.  Variety in content form is important as well.  While traditional blog posts are necessary and important for driving traffic to your website, there are other forms of content you can employ to add some variety and freshness to your content marketing.  It is easy to fall into a content creation rut—producing the same types of content over and over.  Here are some other forms of content that you can feature on your blog to ensure variety and freshness: infographics, webinars, SlideShare presentations, video tutorials and cartoons.  

5.  Poor Engagement

It is important to treat all your content marketing as a communication channel that provides you with the opportunity to reach your target audience.  You should always respond to comments and questions posted to your published content in a timely and friendly manner. 

6.  Not Having a Social Sharing Game Plan

You should have a concrete strategy for sharing and promoting your content.  Avail yourself of all opportunities.  Syndicate your content on sites like Business 2 Community and Social Media Today; share your content on all the major social networks, including Facebook, Twitter, LinkedIn and Google+.  Leverage your content with social networking.  Who are the top influencers and thought leaders in your industry?  If you do not know, you should figure it out and start communicating with them.  Comment and ask questions across all available channels, including links to your content, when it is appropriate.  This will add to your online credibility and status.  Klout is a good site to explore and identify influencers. 

Resolving not to make the mistakes listed above can increase your reach and incite increased traffic, higher lead generation and more new business.  Get organized, and be strategic about content marketing in 2013.    

Click Here For a Self-Guided Tourof Inbound Marketing.
 
Monica Romeri

Monica Jade Romeri

Founder and CEO, Darwin Digital Content

Monica is Founder and CEO of Darwin Digital Content, a performance-based content marketing agency.  DDC delivers highly evolved and strategic content creation and marketing services to help clients—big and small—attract their target audiences and drive revenue.

Monica has a proven track record of publishing captivating, persuasive and elegant content. Her background in sociology and interest in group dynamics facilitate her development of unique and provocative and yet highly relevant content topics and strategy. Her content has trended on LinkedIn and been featured on SocialMediopolis, Jeremy Goldman’s daily Social 6 and Yahoo! Small Business Advisor. Monica consistently incites seriously high rates of website traffic, social content curation and lead generation and conversion. For all her latest content, follow her on Twitter: @MJRomeriDDC.

The Darwin Digital Content team can breathe life into any topic—attracting a significant captive audience, enhancing SEO and amplifying online influence to help clients reach and surpass their content marketing objectives. DDC creates blog and premium content and also offers strategic content consulting, editing services and social media marketing.

 

 

 

 



See Full Profile >

Comments

Hi Monica, I don't think infrequent blogging is a mistake or a bad habits. We need to have quality than quantity. I have more than 100 blogs I subscribed in my Google Reader. I have to tell you that, almost 95% of all the blogs blog about the same thing, same topics and same content.

If you don't have unique content, it is better for you not to blog because you just add more noice that is not useful to marketing world.

Thanks for your comment Kent.  Obviously, blogging without something valuabe or original to write about is not a great idea.  However, if individuals or companies are capable of creating high-quality, valuable and informative blog content on a frquent basis, they should, because it could bring real rewards of increased website traffic, higher lead generation and improved SEO.  As I noted in my article and according to HubSpot:

  • Companies that maintain blogs get 55% more website visitors and 97% more inbound links and have 434% more indexed web pages than companies that do not maintain blogs. 
  •  Businesses that update their blogs at least 20 times per month generate over five times more traffic than businesses who blog less than four times per month.  Businesses that blog at least 20 times per month also generate four times more leads than those that do not blog.  

Frequent blogging has a proven track record, so it is worth doing.

Hi Monica, 
Thanks for the article! 

CTA is a definite for inbound marketing. An incentive (exclusive content, free ebook etc) usually works pretty well for blog post. For landing pages or at the point of purchase, how decorated that CTA button is also plays a very significant difference in conversion rates. 

Personally, I find point no.6 to be most crucial and is the worst crime you can ever make as a content marketer. The thing is,  many organizations have setup (I've worked with some of these, so I'm speaking from personal experience here) that just do not facilitate this part of content marketing. Many have content developers (copywriters, web designers etc) to Create/ Curate content in the marketing dept. Trust me, that's the easy part. The not-so-easy part is the content distribution step where we try to find how the content can fit into the larger context of the organizational conversion funnel. Unfortunately, organizations overlooked this a bit too often, and Execs who were specifically assigned for such role is usually amiss.  

The old saying that "content is king", and the notion of "create good content and the people will come" sometimes create a false sense of simplicity where content is the only one thing that matters. Not true, actually. That's why I can totally relate to point 6. 

Thank you Monica!

Samuel Chan
www.officialsamuel.com

Thank you for your comments Samuel.  You bring up some interesting points.  I am glad you enjoyed the article.

These are great blogging tips for businesses!  It is very important to blog often and blog appropriate content.  Make sure that all of your marketing materials connect together and look alike; it is harder for consumers to connect the dots if each of your marketing materials look different from each other.  Remember to always promote your business in everything that you do.

Hannah, thanks for the compliment.  I agree with your points about blogging and content marketing.