Thursday, 5 June 2014

Seven Ugly Truths About Content Marketing

I never understood why so many businesses seem to misconstrue the very concept of content. Most content does not represent a product or service that well. It even became painfully clear to me that a lot of content is not optimised for organic search at all. To make matters worse, businesses do not seem to think about the receiving end of content: the very people who are supposed to read the content or should I say refrain from reading it because the content is not informative or just plain the equivalent of a giant corporate ego-trip shouting out how great their products and services are. It's the ugly truth about a lot of content in 2014. To further explore this ugly truth I found an article with a very practical overview of content faux-pas. Read it and wheep!

Ugly Truth #1: Everyone wants to create content, but no one wants to discuss promotion and distribution
In today’s crowded digital world, assigning no distribution or promotion plan is a fool proof way to make sure your content will not be viewed. The old model of “one and done” is over.
I had an amazing, but stunning conversation recently that illustrate this perfectly. I shared an advance content budget for paid and native advertising with a client and was met with resistance off the bat. His response, “Why would we do that? We could use that money for a conference.”
Shocking response? No. I countered with addressing the great benefit of digital and paid content, “While the conference might be worth while, you may only reach maybe 50-75 people at one time for an hour. Online, I can reach 5X to 10X more people, twenty-four hours a day. While you are sleep, your content is seen in other parts of the world that far exceed the face-to-face conference.”
Paid search and native advertising (sponsored content) gets the shaft because simply your executives and experts are not sure how it works.
Ugly Truth #2: Many folks in your organization already create content without a strategy
Fun fact: 70% of marketers say they lack a consistent or integrated content strategy, despite the fact that 82% of content marketers see positive ROI for their inbound marketing.
My role is to wrangle my content creators together so we can “pull on the same string.” Unifying your strategy is important not only for content marketing sake, but also for all the areas your content will be distributed: website, campaigns, annual conferences, social media, and public relations effort.
Kristina Halvorson, author of Content Strategy for the Web, describes content strategy as “planning for the creation, delivery, and governance of useful, usable content.”
My documented strategy: what we plan to create that is approved by all involved, when it is to be delivered, how we plan to use it and repurpose, and what channels will it be distributed. Success metrics are defined by the team and reported on a monthly basis.
Ugly Truth #3: Many folks create content they want to publish not what the customer needs.
In my opinion this is the ugliest truth of all. In my former PR role, I had the luxury of driving what content was created because my stakeholders (editors and reporters) drove what content they want. Why? They knew what the reader wanted or what is most interesting to them.
As a content marketer working with highly specialized experts, I run into what a call “academic professor syndrome.” This syndrome of sharing information only the professor is interested in rather than the audience reappears often in my work to create content for the market.
Make sure your customer has a seat at the table by validating the content idea with research. I use the following to questions to guide this conversation:
  1. Review the number of Google searches it appears in
  2. Research in trades and national news
  3. Perform  a small number of searches on social media: Linkedin and Twitter
  4. See  what others are writing about on the contra of that idea
What your expert think is “cool” maybe better position for a blog, but not much else that takes more resources and time to write.
Ugly Truth #4: Your content is created in a silo
I recently met with an executive that adeptly identified that no one was really thinking about the big picture. Why? Most of your content writers are focused on their specific piece and not its greater impact. When you create content for your audience, you no longer think in silos. You try to build content that can be used and written across the company, not just the division.
How can you combat content silos? Create a company-wide editorial calendar. This is not an easy achievement as several of your “silos” will lament how this cannot be done since their business is “different.” Step back and ask four questions:
  • Is this content coherent with a bigger strategy or a one-off?
  • Will this piece be of value or is it noise?
  • Is this a topic of interest to our audience or do we (being the marketing team) want to push a specific message or campaign?
  • Does this tell a brand story?
You can start breaking down silos once you realize there is a broader story to tell.
Ugly Truth #5: Your content is probably one and done
This goes back to Ugly Truth #1. Organizations need to accept that in order to compete in a crowded marketplace, you need to put dollars behind your content. Jay Baer said it best, “Companies need to market their marketing. You have to consider that when you’re attempting to break through the enormous amount of digital clutter, it’s where social media and content really work together. “
Perhaps it is time to put some paid media behind your content effort. Think about your audience. Start researching what social media channels they engage in. In addition to paid media, another alternative is to use public relations to gain earn media.
I believe earned media is the new media for modern marketers: PR folks are now working on placement not only with reporter from national or regional publications, but also bloggers, Twitter influencers, and other new media targets. Want to amplify your content, puts some PR muscle behind it.
Ugly Truth #6: Interesting content needs to have a call to action. Interesting on its own isn’t enough
Probably one of the most challenging truths to convey to contributors. A lot of times when I discuss the call to action (CTA), I am often met with resistance. In fact one stakeholder shared the following, “Isn’t it obvious that our thought leadership speaks for itself?”
Pawan Deshpande wrote a poignant post why CTAs are important, “Without a call-to-action, content marketing efforts amount to little more than writing exercises. It’s not enough to publish useful information; you want readers to engage with you and take an action that will provide value for your business.
Ugly Truth #7: Few marketers evaluate the performance of the content
If you want more money, you will need to your program is worth the time, resources, and money.
So where to start? First and foremost see how your content is performing on your site and social platforms. Are folks sharing or downloading the content? Has the media picked up the report?

by Contributor Friendly on June 2, 2014 in Content Marketing, source:


  1. Its my great pleasure to visit your blog and to enjoy your great posts here. I like it a lot. I can feel that you paid much attention for those articles, as all of them make sense and are very useful.  Content Marketing

  2. Regards for this post, I am a big fan of this site would like to go along updated. direct mail lists, sales leads

  3. The test may have that result forms were found across the web page in addition to any mistakes as well as ideas for your structured go to the website details. Together with errors, click on the outline to open up the actual program code web explorer inside the professional search marketing services

  4. I surely did not realize that. Learnt some thing new these days! Thanks for that. 스포츠중계


    Nice read. I just passed this onto a buddy who was doing some research on that. He just bought me lunch since I found it for him! Thus let me rephrase: Thanx for lunch! 해외스포츠중계

  5. I myself usually don’t write on blogs, however your blog forced me to, beautiful writing style…. simply unbelievable!! The content are different but yours & free credit score blog are both the best I’ve read to this date. Keep up the good work!! Business Marketing

  6. You made some decent points there. I looked on the internet for the issue and located most people go in addition to with your website. 해외축구중계


    Thank you pertaining to sharing that excellent written content on your website. I ran into it on google. I am going to check back again once you publish much more aricles. 프리미어리그중계

  7. Thank you for making my own students have access to your site post. Your kindness is greatly appreciated. I’ve some ongoing assignments and I wanted them to assist me with it. The only way they were able to achieve that was carry out some homework on the internet so as to help make my work faster. They came across your site as well as content on it, particularly this blog post, really helped them to get good conclusions on those things we needed to perform. Of course, I will continue to really visit the site for brand new updates on this top and other issues of curiosity. Anton Psak

  8. Aw, it was a really good post. In idea I would like to devote writing such as this additionally – taking time and actual effort to generate a great article… but exactly what do I say… I procrastinate alot and by no means appear to get something done. SEO expert

  9. When visiting blogs, i always look for a very nice content like yours “     Best SEO Consultant

  10. Feedback from my students made the course better and better. The ability to "instantly" change my website meant that I could swiftly correct errors and explain myself. 360DigiTMG data science course in hyderabad

  11. I always visit new blog everyday and i found your blog.’”‘*; affordable web design

  12. I located your own entry intriguing do I’ve additional the Trackback into it on my website Big Chief Carts

    I?¦ve read several excellent stuff here. Certainly worth bookmarking for revisiting. I surprise how a lot attempt you set to make this type of great informative website. 토토사이트

  13. Incredible! This blog looks exactly like my old one! It’s on a entirely different subject but it has pretty much the same page layout and design. Wonderful choice of colors! 안전놀이터추천

  14. Venus Raj really looks very pretty on the pictures, she is very photogenic” buy links

  15. An fascinating discussion may be valued at comment. I do believe that you simply write read more about this topic, it might not often be a taboo subject but normally persons are too few to dicuss on such topics. Cheers. nba중계


    Youre thus great! We don’t suppose I have discover anything like this just before. So great to locate an individual with some authentic applying for grants this topic. realy thank you for beginning this particular up. this web site is something that’s needed on the web, somebody with a little originality. beneficial job for bringing one thing new to the internet! 바카라사이트

  16. This web-site is often a walk-through its the data you wanted concerning this and didn’t know who to inquire about. Glimpse here, and you’ll undoubtedly discover it. 먹튀

  17. Hello this is amazing site! really cool and it will be a new inspirations for me digital marketing

  18. I image this could be various upon the written content material? however I nonetheless believe that it usually is suitable for nearly any type of matter material, because it will frequently be enjoyable to resolve a heat and delightful face or perhaps listen a voice while preliminary landing. 토토사이트

  19. Good website! I really love how it is easy on my eyes it is. I’m wondering how I might be notified whenever a new post has been made. I have subscribed to your RSS feed which may do the trick? Have a great day! 먹튀검증

  20. Remarkable blog! I have no words to praise, it has really allured me.
    official site

  21. Thanks for the Information.Interesting stuff to read.Great Article.
    I enjoyed reading your post, very nice share.
    Data Science Course Training in Hyderabad

  22. This post is really valuable that designed for the new visitors. Pleasing work, keep on writing.
    user experience design firms

  23. Thank you for taking the time to publish this information very useful!

  24. It turns out that even the hottest port has a few places where you can get off the beaten path. Here are some recommendations that will make you feel like you're in the know agen asuransi allianz

  25. Very good points you wrote here..Great stuff...I think you've made some truly interesting points.Keep up the good science course in Hyderabad

  26. "Thanks for the Information.Interesting stuff to read.Great Article.
    I enjoyed reading your post, very nice science training"

  27. I’m impressed, I have to admit. Really rarely will i encounter a blog that’s both educative and entertaining, and let me tell you, you’ve hit the nail on the head. Your idea is outstanding, the issue is a thing that insufficient people are speaking intelligently about. I am very happy that we stumbled across this during my search for something relating to this. digital marketing agency

  28. I've read this post and if I could I desire to suggest you some interesting things or suggestions. Perhaps you could write next articles referring to this article. I want to read more things about it!
    Data Science course in Hyderabad


  29. Very awesome!!! When I searched for this I found this website at the top of all blogs in search engines.
    business analytics course

  30. I was on Twitter looking for Neiko Hand Tools when I found a link to this blog, happy I stopped by – Cheers jasa backlink

  31. I am sure that this is going to help a lot of individuals. Keep up the good work. It is highly convincing and I enjoyed going through the entire blog.
    data scientists training

  32. An impressive share, I merely given this onto a colleague who had been doing a little analysis within this.

    opioids drugs
    gas station heroin
    is heroin an opioid
    black tar heroin
    columbia professor heroin

  33. Truly mind blowing blog went amazed with the subject they have developed the content. These kind of posts really helpful to gain the knowledge of unknown things which surely triggers to motivate and learn the new innovative contents. Hope you deliver the similar successive contents forthcoming as well.

    data science in bangalore

  34. Only when your staff operate at the highest level will they truly engage with your customers, and make them want to repeat buy from you, and then do your marketing for you. salesforce training in noida

  35. A while the remarks are approved at promptly and sometime the comment predicted as comment spam or moderate it for approval. Do comply with blogs are very really hard to uncover and won’t be able to manage to reduce that our responses turn into spam and unapproved. There are several points. jasa backlink

  36. Marvelous article! You are giving us extremely substantial data. This merits perusing. Continue to share all the more such articles…

    Data Science Training in Hyderabad

  37. Thanks for posting the best information and the blog is very good.artificial intelligence course in hyderabad

  38. Thanks for posting the best information and the blog is very science institutes in hyderabad

  39. I was actually browsing the internet for certain information, accidentally came across your blog found it to be very impressive. I am elated to go with the information you have provided on this blog, eventually, it helps the readers whoever goes through this blog. Hoping you continue the spirit to inspire the readers and amaze them with your fabulous content.

    Data Science Course in Faridabad

  40. Extremely overall quite fascinating post. I was searching for this sort of data and delighted in perusing this one. Continue posting. A debt of gratitude is in order for sharing. data scientist course in delhi


  41. I was just examining through the web looking for certain information and ran over your blog.It shows how well you understand this subject. Bookmarked this page, will return for extra. data science course in vadodara

  42. Thanks for the detailed article on this topic. I would like to see more such awesome articles from you. Also you can get the new and best features of GBWhatsapp which are coming in 2022- GBWhatsapp 2022 APK

  43. Great article, nice information. Thanks for sharing this information with us.
    Data Science Certification in Hyderabad

  44. A good blog always contains new and exciting information and as I read it I felt that this blog really has all of these qualities that make a blog. data scientist course in lucknow

  45. I feel happiness to read the content that you are posting.
    UI consult

  46. I really appreciate this wonderful post that you have provided for us. I assure this would be beneficial for most of the people.
    data analytics courses in hyderabad with placements

  47. well of course community colleges are part of a good educational system too” National SEO Services