Tag Archives: Blog

Content Marketing No-No’s

1 Jul

Don’t Let Your Company Make These Content Marketing Mistakes!

Do vs. Don't

Content is easy, right? All you have to do is write a couple pages about a product you sell and people will want to read it, right?Because what you have to say is just so interesting, right? Anyone can do it, right? It’s so easy, right?

Not so fast. Those of us who do it often know that creating useful, interesting content that is relevant to your audience at the exact moment they need it is not as easy as it looks. I talked about that at length in my last blog post, focusing on the importance of bringing together Buyer Personas and the Buyer Journey for a complete 360° view of your audience before ever beginning to create content for them.

While it’s a common mistake not to look at your audience from both of those angles, there are other content marketing mistakes you can make just as easily. A recent articlefrom MarketingProfs highlighted a few:

  1. Not Knowing Your Audience: This one is similar to what I talked about in my last blog post. The biggest mistake a content marketer can make is creating content that doesn’t entertain, educate, or solve a problem for your customer. If you’re treating content like it’s all about you and your brand, it’s a surefire way to create disinterest in your audience—especially if they’re just beginning their Buyer Journey.
  2. Not Having a Brand Voice: Develop one, and keep it consistent. While you might make minor tweaks in tone depending on the tactic or type of content, all your content should ultimately sound like the same person is speaking. A good tip from this article is that you should even go as far as creating a style guide and performing “content audits” to see where inconsistencies occur.
  3. Not Enough Distribution: Blogs and social media aren’t the end-all be-all, especially in B2B content marketing. How you distribute your content marketing is just as important as the content you produce. Remember: if you write it, they will not necessarily come. Consider high-traffic areas of your website, industry association websites, and trusted industry publications.

Content marketing is tricky. As much as we want to simplify it into easily digestible steps that produce great leads and even greater sales, it doesn’t always work that way. It’s trial and error. It’s trying different distribution methods and different types of content. It’s testing and—well, more testing. But what it isn’t is “easy.” Regardless, that doesn’t mean there aren’t certain mistakes we can all avoid as marketers. For more about content marketing mistakes to avoid, read the full article or check out my last blog post.

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The 4 Commandments of SEO for Building Product Marketers

14 Nov

What Building Product Companies Need to Know about SEO

Search Engine Marketing, or SEO, gets a lot of attention these days. We all strive to make our websites as SEO-friendly as possible, to ensure our blog posts are filled with SEO-rich keywords and that we are doing everything we can to increase our organic search traffic through SEO, rather than paid ads.

To help in your quest for better SEO, I wanted to share the 4 Commandments of SEO according to Marketing Profs. While a lot more goes into SEO than these 4 things, they are valid points to consider:

  • Thou Shalt Reciprocate Link Love. One way to increase your SEO is to have links pointing back to your site. While your team can do several things to ensure your company has optimal inbounds links (like ensure links are posted on everything that leaves your office, that your blog links to your company site and encourage employees to link back to your site on social media), a big way to boost your SEO is to have other high-quality websites link back to your site. However, be sure you are paying back the favor – if another company features a link to your site, make sure you link back to their site.
  • Thou Shalt Not Beg for Links. While you don’t want to be the one asking everyone you know to create a link to your site, it’s OK to provide value to another company and then request a link. Consider having an employee spend time each week commenting on other industry blogs with valuable comments and insight and then requesting a link back to your site. Think of adding links as just another extension of business – its similar to the “you scratch my back and I’ll scratch yours” policy.
  • Thou Shalt Find the Best Keywords. This means doing research and paying attention to what your best customers are searching for. This doesn’t mean featuring the keywords that everyone searches for, but rather the ones that will convert searchers into paying customers.
  • Thou Shalt Not Write for Search Engines. While it’s tempting to write your homepage specifically so Google will pick it up and give you a good page rank, Google is not your customer. A human being is your customer and they don’t want to be talked to the same way Google does.

SEO can be a powerful tool for your overall lead strategy and can make a big difference in your web and blog traffic. Make sure to abide by these 4 commandments to ensure you are always meeting best practices. For more information on the Commandments of SEO, check out this link.

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