Thoughts on digital marketing

Mar 4, 2013

7 frequent strategic content mistakes

Strategic Thinking

We belong to many forums on the web and every once and while we come across a great conversation. This past week was a doozy, we participated in a great conversation on strategic content mistakes and we wanted to share the results with you.

  1. Balance your marketing and engagement. So many companies engage too much or market too much. “Too much focus on marketing and you can alienate (or just bore) your users. Too much focus on engagement and you may end up with a lot of hits but a dismal ROI.”
  2. Facts are all great, but too many facts and it just becomes a burden for the reader – ever read a blog post that feels like your Television’s setup instructions? I’m sure we all have and so keep it on point and remember interested people share.
  3. Don’t ‘try’ to be viral, some companies participate in industries where viral is common and expect, other companies participate in industries that have no viral nature. Don’t ‘try’ to be something you aren’t.
  4. Bad bad titles. Doesn’t everyone hate it when they click on a link to an article and find out the title and the content aren’t related? I went to a webinar just last week and I sat there patiently listening for 20min until I realized there was no helpful information in the webinar, it was just a sales pitch. That was the last time I’ll go to one of their webinars.
  5. SEO SEO SEO. So many writers pitch their SEO skills and their ability to write content within a keyword niche, well that’s awesome, but since Google now measures engagement e.g. value, these methods often lead to stunted results. Nothing trumps value, if I read something I really like, I tweet it and Facebook it. Google sees that correlation and this will impact your rank. Keywords are important, but relate them intelligently to your content.
  6. Think outside the box. Don’t be afraid to train your audience. We perform SEO at our company and yet we have an SEO 101 training program. AND IT’s FREE! Yeah if prospects want to learn, good for them, if they want professional help that goes beyond the basics, that’s what we are here for and we hope their faith in us will only have grown and made us their first choice when choosing an SEO vendor.
  7. Ignoring Yelp or other review sites is a major fail. Go there, engage the users and ask if you can redeploy their stories on your site. Bad stories can be great too! Look if a mistake was made, talk about it, talk about how unique it was and how it made your company better. No company is perfect, we all make mistakes, but if you can’t own them and talk about how you ‘grew up’ a little because of it then personally I don’t want to do business with you.

I hope you liked our little list. If you have something to add to the list, comment below and I’ll include it with a link to your Twitter profile.

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