Content Marketing Search
What is Keyword Cannibalization and How to Find, Fix, and Prevent It
In the realm of digital visibility, securing a top position in search engine rankings, such as those on Google, is crucial. However, have you ever...
“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.”
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.
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 purpose.
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.
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.
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:
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.
In the realm of digital visibility, securing a top position in search engine rankings, such as those on Google, is crucial. However, have you ever...
Google Business Profile (GBP) listings are a cornerstone for businesses aiming to establish a solid online presence, especially for local SEO. A GBP listing boosts...
The digital marketing landscape is a powerful force, shaping how we perceive brands and interact with the world around us. But for far too long,...
In the sophisticated landscape of Search Engine Optimization (SEO), backlinks are recognized as endorsements from one website to another, signifying to search engines the content’s...
The world of SEO is constantly evolving, and Google’s March 2024 Core Update is no exception. With every algorithm change, the search engine landscape shifts,...
Eric Enge, President of Pilot Holding, stands as a distinguished thought leader in the realm of SEO (Search Engine Optimization), boasting over two decades of...