Content marketing is smart but Google is smarter. In order to reap the fruits of your labors, you're going to need to pass your pieces through the gateway of the Internet – also know as Google. If you're not careful, content that may have taken up your company's precious time and money could be tossed aside like a piece of cyber garbage – diminishing your overall return on investment. Watch out for these common mistakes that can send your content into a downward spiral to the depths of the Web.
Being too much of a salesperson
The eye in the cyber sky, also known as Google, knows when you're trying too hard to sell a product. Basically, the way it works is algorithms, or as others have labeled them "Google bots", are designed to filter through the millions of pages that exist to give a person exactly what they're looking for at that time. This technology has the ability to recognize when something is more advertising than a piece of quality content.
Companies should check themselves before they wreck themselves. Glance over your blog posts, Tweets, landing pages and more to see if your stuff has been a bit too similar to a sales pitch, suggested Business 2 Community contributor Carrie Majewski . If you get a gut feeling that several of them are, it could be time to switch up your marketing game. Give people some quality news that demonstrates thought leadership whether you're in retail, education, finance or any other vertical. It can get you closer to Google page one – everyone's content marketing dream.
Letting little errors fall by the wayside
Another surefire way to send your hard work to the deep depths of Google is to let little absurdities creep into it. Be more than vigilant with spelling, word use, synonyms and other grammatical mistakes. The search engine doesn't like work that's sloppy. Keep it clean, proofread it seven times if you have to before you publish it to a site.
Whatever you do, don't allow your work to reach a public audience if it isn't ready. Double check your stories and have a few other people proofread them as well. Sometimes six eyes can see something that two cannot. No matter how many times you look it over, a simple apostrophe could escape you. Be rigorous in your grammar and it'll boost your chances of getting more credibility via Google.
Taking your target audience for granted
This lesson is very important to stress to whoever handles your content marketing. Not only should you think about what you want to get across but you need to know who you're trying to talk to. You probably speak to your grandmother in a different tone than your best friend from college. Once you understand who you're trying to reach, hone your story angles and get to writing!
If your audience is predominately people who are into fitness, then you'll want to provide them with more than introductory lessons on working out. These folks know the drill and they'll be bored with this redundant wall of content. Bring yourself and your company up to speed on the latest gym and health trends and share them with your clients. Forbes offered up some tips for driving your target audience to your site. Ask yourself if the reader would be excited to share the information with others. If the answer is a "no," then start over, Forbes asserted. It's that simple. Give people what they want and they'll do the work for you.
Forget to integrate technologies
Finally, don't forget about print just because you have a fancy online marketing strategy. Keep in mind that a lot of people still aren't using the Internet. According to research conducted by the Pew Research Center, at least 13 percent of American adults didn't use the Internet as of January of 2014. This means it's your job to find out who they are and get them their content via mail, flyers, brochures or any which way.
It's their business how they consume their news, it's yours how you're going to get it to them.