The 7 deadly sins of local content marketing

Written by: Jason Bayless | April 11, 2017

Content marketing is becoming a popular online marketing tactic. Many enterprises are integrating content marketing into their larger digital marketing strategy. Marketing practices that help businesses to connect with their clients advance just as their Google-governed realm advances. Unfortunately, content marketing and search engine optimization are not integrated appropriately within a business. Content creation strategies should be done based on SEO evaluation, especially advanced keyword research.

SEO is important in ensuring that content marketing efforts reach their full potential concerning online visibility. Careful preparatory research is inevitable even if you write your content well and present it well. Are you committing content marketing sins that are costly and outdated for your enterprise? Read through these deadly content marketing sins your business might be making so that you avoid them to reach the full potential.

  1. Not doing proper keyword research

Keyword research is more than keywords and search volumes. Keyword research is a tool for strategizing your content not just from an SEO perspective but also for communication, branding, and public relations. Smart keyword research enables you to predict the needs of your audience before they even tell you and better still before they know the needs themselves. Your content team can be creative by properly prioritizing a set of keywords while anchoring their ideas to data. Make sure your content strategy is based on thorough research so that it performs to its potential.

  1. Keyword stuffing

Keyword stuffing is repetitiously filling your content with words or word set with the aim of ranking higher in Google. Well, this is an expired tactic and one of the top content sins you can commit. Stop stuffing keywords in your content and start writing content that genuinely helps your readers. It is okay to use a set of keywords to create your topic; however, ensure that your writing style adds value to your audience.

  1. Failing to test out content ideas

You need to test if your content ideas will work. You can use tools that help you see if the ideas will work by studying how well the ideas used to work for others. Consider using the instruments to find out the kind of content that will be more engaging to your readers. Pay attention to the statistics to determine how many times the content has been shared with others on social media like Twitter or Facebook. The information will help you plan for your future content.

  1. Publishing posts just for freshness factor

Your blog or feed on your social media sites should always be active. Imagine your blog being inactive for a month. However, that does not mean that you post contents just for the sake of making your blog or feeds on social media sites active. Note that Google rewards sites that publish compelling content on a routine basis. There are several ways of building meaningful posts for your readers. Therefore, take the time to come up with brainstorming posts. You can achieve that by tapping into the problems your clients are facing or following an editorial calendar to assist you to create fresh content always.

  1. Relying on Google data to guide content topics

Google tools are necessary. However, they are not the end-all or be-all of keyword research for content marketing. For instance, Google Analytics only reviews data you already have, which means you can tell the search terms that brought more visitors or the popular content. However, the tool does not inform you about unrealized potential. Google Analytics and other Google data should be part of your keyword research; however, they are not enough by themselves.

  1. Publishing without tracking results

It is easy to publish content without thinking if it is relevant to your audience. Rolling without checking on the progress doesn’t bring improvements. Take a step back, review your content and its impact, and readjust your approach. Monitor how well your content performs daily to find out what doesn’t work well and improve your existing strategy.

  1. Failing to apply new knowledge

Content practices update, so the content should equally change. However, that doesn’t mean you give conflicted information to your readers. Keeping your content fresh and up-to-date is important. Take an inventory of your site to get rid of content that doesn’t match your tone, old content or contrasting information.

If you find any of the above sins relevant to you, it is time to bite the bullet and make the changes. Let this be a wake-up call to avoid the sins and improve your content.