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by John Bonini John Bonini on December 3, 2012

Content Creation: 5 Reasons Why Yours Stinks

December 3, 2012

content creationIn order to fully describe the importance of content creation to the overall success of a modern-day marketing campaign, I've taken a page out of the Lennon/McCartney book; All you need is content. Content is all you need.


Just like every other marketing blog on planet earth this year (and maybe even other terrestrial areas, I've heard that Mars Rover may have some startling "discoveries"), you've certainly heard us stress the importance of optimized marketing content in the form of blogs, premium content, and email marketing in order to drive the traffic necessary to generate the qualified leads your company needs.


The problem is, many companies have trouble turning blog tips into actual results. So, I've decided to be blunt here. I'm going to give you five reasons why your content creation is stinking up the place and simply not getting the job done.


Also, be sure to check out our ebook, "How to Be the King of Content Marketing" for more on getting your content creation performing at peak level.


5 Reasons Why Your Content Creation Stinks


1. You're creating content ideas without your prospects in mind


No one knows your business better than you, right? So, obviously you should be the sole creator in terms of blog topics and titles as well, right?


Wrong. This is where we lose many businesses in their quest for killer marketing content.


Blogs are successful traffic drivers because they're able to attract top-of-the-funnel prospects who are still researching products and may not have identified their needs yet. Therefore, blogs should always be crafted with this in mind.


DO NOT view your blog as an advertising opportunity. Remember, you're trying to attract as many visitors as possible to throw into the sales funnel. So if you're writing and speaking like a used-car salesman, they won't be interested in filling out any forms and becoming leads.


Find out what sort of challenges your prospects are facing. Ask your current customers what problems they had that drove them to you. Take to social media and ask questions of your followers. The biggest mistake you can make is assuming you know what your blog readers want to know.


2. Search engine optimization? What's that?


You could have the most resourceful, well-written blog in the history of blog posts, but if it isn't optimized for SEO, nobody will find it.


You should approach every blog article with a focus keyword in mind. What would you like this specific article to rank for? What are prospects typing into search engines when they're researching information?


Using a keyword tool like HubSpot's keyword grader will help to more effectively plan a strategy, as it recommends and identifies your most promising opportunities in order to get found in search engines.


Check out our ebook, "How an Inbound Marketing Agency Does SEO" for all the secrets of how the professionals go about getting found online.


3. Social media is for the kids


For several years, social media platforms like Facebook and Twitter carried a stigma that they were for a younger generation, and simply held no value for commercial businesses.


Don't fall into this mindset.


There's simply no better way of connecting with members of your target audience and engaging with them (for free!) than by utilizing social media. The first step is determining which platforms are more worth your time, and which would be a waste.


Are your prospects more likely to be hanging out on Facebook over LinkedIn? There's value to be had in all of the social networks, so take the time and identify which are right for your company.


Once you have done this, it's time to share your content! Sharing marketing content through the various social networks is a proven way of driving more website visitors as well as getting your followers to share your content.


4. No premium content


While blogs attract top-of-the-funnel prospects to your website, premium content in the form of ebooks and whitepapers is what's going to provide you with contact information and lead conversions.


Try expanding on some of your most popular blog posts. Make them extremely educational and resourceful so that your visitors are provided with the ultimate in value. Nothing will cause a lead to look elsewhere for services than a poorly written or constructed ebook.


It's no secret that people want to work with experts, so it's important that your content portrays you and your company as such.


5. No sales funnel in mind


I haven't lost you yet? Awesome!


So now that you have what you need to get your blogs and ebooks up to snuff, it's time for perhaps the most critical aspect of all; marketing with the sales funnel in mind.


All of your marketing content needs to push leads further down the sales funnel in order for your sales team to receive the qualified, sales-ready leads they need to get the job done.


At the end of each ebook, push leads to another offer, preferably a more advanced one. You can also do this on your thank you pages.


Feature calls-to-action on the sidebar of your blog that feature some of your ebooks that are performing well. The goal isn't to simply get your leads to convert once, but rather to keep them engaged with your brand and converting on offers until they eventually make a sale.


What Next?


Looking to put these tips into action? Contact IMPACT and learn how we can help you get started!

John Bonini

John Bonini

John is the Marketing Director at IMPACT, responsible for the overall marketing and branding strategy. He also writes for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. He enjoys playing guitar, high-fives, and anything with marinara sauce.

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