Why Your Content Marketing Has Fallen Flat
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What to do when content marketing fails to improve seo performance

Why Your Content Marketing Has Fallen Flat

"Create awesome online content."

"WOW your users."

"Provide value to customers before asking them to buy."

"Tell your story through the content you produce.”

"Customers will find your content online when searching."

What to do when content marketing fails to improve seo performance

We've all heard it – and it all sounds so exciting.

It seems like it’s being shouted from the rooftops, we often hear “Brands today

need to act like publishers” – And we eat it up.

The harsh reality is this: Even for big brands, producing quality content with

consistency is a seemingly near-impossible task.

So when someone tells you to "create more content," what you might be hearing

is "You should continue to throw away resources that could be better spent

elsewhere,". At least, for most of us, that is.

And the worst part of all this is that brands will see their failure at content

marketing not as a problem of execution, but of content marketing itself.

Why is this our reality?

You're a company who publishes content, not a

publishing company

Let’s look at an example. The Washington Post now spits out about 1,200 posts

every day.And its working–they’ve grown their monthly readers by almost 30%.

They’re a living, breathing, content production machine with that singular


What to do when content marketing fails to improve seo performance

In stark contrast, most brands that throw money at content marketing use junior

writers, content mills that write low-quality posts for a few bucks, or an

outsourced writer that’s totally separate from their business.

It's very unlikely that trying to put out a huge number of posts like Wash Post

does would provide you with any return –your business simply isn’t built for it.

Consider this: Find the tempo at which your company can produce valuable &

unique content. The way to win at this is to produce content that considered by

many as best of the best in its class/niche.

Quality and quantity usually move in opposing


Most brands have ultra-thin content production teams, meaning that more

production almost always mean less quality. An additional side-effect to this is

that a rise in quantity also means a rise in overall spend to hire new team

members to fill this demand.

The standard expectation brands have, is that if costs rise, so do their rankings

and traffic - which is unfortunately not the case. And when spend doesn’t

increase profits, the budget is slashed… often completely.

Consider this: Draw up a goal for your content that shares your brand goals, then

let marketing team get the posting schedule down. You might find (as we have)

higher quality along with more meat work best.

What to do when content marketing fails to improve seo performance

While on your content creation journey, you should always be putting yourself in

your reader’s shoes. That will naturally allow you to answer these questions:

Who needs to hear this information the most?

What needs and I fulfilling with this post?

Why can my brand help to solve those needs?

What’s the best medium to communicate this message?

When can this best be shared and where should it be shared?

Remember: Your content should be as long as your audience wants it to be, i.e.

you’ve got to find out what they need.

Consider this: It’s okay to stop thinking you're a media company. It’s also okay to

increase the frequency of your content production, but that strategy must align

with your brand’s goals, not vice-versa.

If you think we missed something on why branded content production fails let us

know here on our Facebook page.

Read full article here: http://www.digitalsuccessagency.com/blog/732/content-