There is a huge amount of content marketing advice out there and much of it is very useful. However, some tips are just plain wrong and can result in you making some of the worst content marketing mistakes.
It is essential that you know what the ‘worst content marketing advice’ is to avoid taking action that could doom your content marketing strategy and waste your marketing budgets.
1. Create As Much Content As Possible
This is poor advice for two reasons: firstly, quality is more important than quantity. You have a greater chance of reaching the high spots in search engine results if you focus on creating interesting, well-written content than if you churn out a huge number of rushed pieces that target more keywords.
Secondly, too much low quality content will overwhelm repeat visitors to your blog and your social media followers. Quantity is effective when quality is at the core. Below are the 5 most important take-home lessons from Searchmetrics study: Ranking Factors 2015 for Google.com
Relevant, holistic content is more important than ever
Ranking factors including word count and Flesch readability both increased this year, indicating in general longer texts that are easier to read.
The trend away from keywords and towards relevant content continues amongst high-ranking sites.
User experience – beyond the desktop
Responsive web design may be having a positive effect on rankings. Optimizing your site for different end devices will continue to grow in importance.
Keywords are becoming increasingly obsolete
Whether internal or external links or domain names, keyword correlations across the board are decreasing.
Additionally, increasing numbers of high-ranking URLs are not using the corresponding keyword in the body or description.
Backlinks – correlations are decreasing
While backlinks still show quite high correlations with rankings, the times of unnatural link building and maybe of links in general are or may soon be over.
In general, year-on-year correlations in this category are decreasing and our data suggest that this downward trend is set to continue.
Social signals – a bonus for organic rankings
The question remains open as to exactly how social media signals such as likes, tweets and +1s boost rankings.
Nevertheless, social signals remain important for brand awareness and help to drive organic traffic to top ranking sites.
2. You Need to Be on Every Social Media Site
Whereas every business needs to be active on the major social media sites (Facebook, Twitter, and LinkedIn, for B2B companies), remaining platforms like Instagram and Pinterest are optional and only worthwhile when a significant proportion of your B2B audience is using them.
3. You Can Copy the Content Marketing Strategy of Another Company
When it comes to content marketing, there is no standard approach — no right number of blog posts per week nor right length of posts, no right and wrong marketing techniques.
To find out what works for you, constantly test tactics and monitor analytics to keep adapting your content marketing strategy.
Visibilitii.com uses data science to charge our clients strategy. We know what your audience wants to read, before we write it.
4. Anyone Can Blog
The experts in your company may understand certain concepts better than anyone else, but it does not mean they’ll be able to create a blog post on the topic.
Business blogging requires creative skill, a good knowledge of grammar, spelling, and style, and an understanding of SEO and ranking factors in 2015. It is always better to use a content writer to create your blog posts, who can collaborate with the company expert, if necessary.
The above is probably the absolute worst content marketing advice, but there is still plenty more misinformation circulating the web.
The best way to ensure that your content marketing strategy will be effective is to work with a content marketing agency who can support you every step of the way and filter through the noise.