Don’t Forget the Content (Content Marketing, Part 4)

April 24, 2014

While companies are increasingly devoting resources to content marketing, they’re spending so much time managing, sharing, amplifying, promoting, optimizing, aggregating, repurposing and curating content that they’re not putting much thought into creating content.

Many companies treat “content” as a commodity, as though it matters little what’s in it, as long as it’s updated regularly.

Not all content is created equal, yet many companies are simply grabbing content from other blogs and websites and presenting it as though it were their own (i.e., they’re using content aggregators to repurpose content).  Others are presenting original content, but it’s often produced by attorneys, accountants, investment managers and other specialists who are not necessarily people whose writing anyone would want to read.

Content marketers are also guilty of putting a greater emphasis on attracting traffic than they do on writing useful, compelling content.  They may, for example, use a few key words ad nauseum, because their analytics tool told them the key words were widely used for searching.

However, key words have lost much of their ability to help boost a company’s search rankings.  And even if content that relies heavily on key words were able to attract Web traffic, keep in mind that poorly written content can have a negative impact.  You may attract visitors who either don’t read your content or read it and decide that you don’t know what you’re writing about.

If content matters to you, it should be written by a professional who can make it compelling enough to attract customers.

Comments

Post new comment

CAPTCHA
For spam protection, please fill out image capture form:
Image CAPTCHA
Enter the characters shown in the image.