I’m a big believer in the power of blogging—when it’s done right. Analytics platforms aren’t perfect. Your blog posts should solve real problems, answer real questions, or offer unique points of view. Not only does it no longer work, it’s also going to get you penalized by Google in the form of a crappy page ranking. It’s always content first if you want to make something that is going to resonate. Figure out what resonates with your buyer persona. It is not a get-rich-quick scheme.’. Take the time to understand what your audience is looking for, and introduce value (not sales) into their lives. You just wrote the greatest blog post of all time. The following consequences of it were identified: Ineffectiveness can waste more than 20% of the buying process Bad content decreases the probability of a sale by 40% Buyers don’t … People often think creating content … Nor should you pump out videos of product demos and nothing else. Instead, understand your customers, identify their questions, and create the best content on the planet that answers those questions head-on. Can I Have Successful Inbound Marketing with my In-House Team? But, how do you know if you’re seeing continual success year over year, and improving your metrics? Most blogs were launched to chase keywords, and most posts were published without any sense of strategy or value-identification involved. Digital marketing for manufacturers doesn’t have to be spooky. You can learn about those here. Similarly, you can’t get away with writing a 170-word company description for your About page, then copy/pasting it onto your homepage and Contact Us page. What is your target audience looking for? Here are some of the best Company X Metal Thingies® for outdoor use:”. Whilst the general idea is that more can be better, it isn’t necessarily the case when it comes to marketing content. Even worse, the actual data is hidden in tiny text within the boxes on the right side. The persona was given job titles, a personal background, hopes and dreams, etc. Think of formats that deviate from your norm: Check out these other ideas for content marketing. You should also research: As this irony-filled box tells us, today’s search engines easily pick up on writing that’s human-unfriendly. You can even seek out other websites and publications to share your content. It can’t be said enough: Simply sending an email with a first name is not personalization. You need to be the second coming of Stephen King to get someone to read through all of this. Website pages should contain at least 300 words of copy whenever possible to be considered rankable. There are lots of ways to educate an audience: These can be repurposed so you’re not starting from scratch every time. I keep a folder of these things on my Mac to remind me never to be like this. (tweet this). Most readers can smell a sales pitch from a mile away. Potential customers will make snap judgements about your brand based on the content they interact with, meaning that blog post, or that email, or that slideshare could make or break a sale. I mean … A documented strategy makes a difference, as 84 percent of marketers … certain kinds of videos are ideal for certain parts of your website, Why Mobile Marketing Matters for Email Marketing Campaigns. Infographics can be a great tool for digital marketers. It involves introducing value, not copy, into the world. Is Inconsistent Follow-up Killing Your ROI? Deciding on the best metals for exterior applications can be the difference between a long-lasting tribute to your skill and an ugly, costly failure. How Long Does Successful Inbound Marketing Take to Produce Results? You have to stay ahead of the competition or they will catch up to you and beat you. Breaking 5 Bad Content Marketing Habits That Need To Be Stopped Because marketers have more in common with Walter White than they might realize. (tweet this). And your LinkedIn page audience may be more interested in your nuts-and-bolts whitepapers than your high-level infographics. You are most likely already one step ahead of your competition, and making strides to meaningfully connect with prospects online. 3 Examples of Really Bad Content Marketing (and How to Avoid Repeating These Mistakes) 1. At the very least, exert the energy to change that value prop line to say “We specialize in small to medium businesses, ranging from marketing agencies, dental offices, law offices, and schools.” He doesn’t even make an attempt to align himself with my everyday world! That means, you start getting lots of content like this: Ever read an article like that? Social media works, even for manufacturers (especially LinkedIn.). So, what am I supposed to do next?”. The purpose of content marketing is to create and share relevant written, downloadable, and visual media so your target audience can learn about your brand, expertise, and products or services. I assume that this infographic did very little for the brand that owned it. Gap’s logo from … So, a general rule of thumb: only blog when you have something important to say. There’s another way you can do content marketing, if you’re low on money and bad at writing — and that is to repurpose what you already have. What do I mean by impersonal “personalized” content? In time, they’ll begin to see you as a credible resource. The solution is for content marketing leaders to provide much more specific, granular, and do-able content marketing advice, and for content … Content marketing failure is real and many bloggers keep failing. Yeah, me too. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — … Whether you take care of it in-house or partner with a digital marketing agency, it’s … Don’t shortchange your content. Here are three instances where content marketing didn't hit the mark, and how to avoid making the same mistakes. We’ll address the perils of mixed metaphors in another post. Neat! Even a master of content marketing like Seth Godin sometimes has a bad day and publishes a yawner like this one. Make it as easy as possible for readers to finish your blog post or click on the social media post you made. You should also properly … Enough is enough. And I go elsewhere for computer repair services. I mean something like this: I get emails like this occasionally. This screenshot is only a portion of a much larger document. Stop blogging for the sake of blogging. Before signing a contract with content and SEO marketing firm, search online reviews, references, or case studies, or talk to its customers. You can’t publish a couple of blog posts and expect to see skyrocketing traffic, tons of newsletter subscribers, and a 1,300% boost in lead generation. It’s been shown time and time again that digital marketing for manufacturers should always include a content strategy. However, far too often, they end up looking like this hot mess: Can you look at that and say what the main takeaway is? Which is why you should write more like this: Good Example: “While most metals are resistant to corrosion, they’re not immune. 7 Content Marketing Mistakes for Manufacturers to Beware. It’s more like a gross wart with hair sticking out that no one wants anything to do with. Ogilvy India. There are other ways to get your content in front of eyeballs that fall outside content marketing. Hastily implemented content marketing with no strategy: Bad. 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