Why Your Content Strategy Is Killing Your Brand
If you read as much as I do, you know that you come across at least a few pieces of content that are just a waste of your time. How many times have your read ” The top ten things of this” or the “5 things you need to know about that” and it’s all stuff you already know.
So why does your content stink? Is it because you don’t know what to write about? Are you paying someone in another country to write content just for the sake of writing content? Or is your agency telling you what other types of content have made it big on social media and encourage you to write something similar?
All of these ideas are bad. They are bad for search, they are bad for the users and they are bad for you. Do you want your name or brand associated with garbage? Or, that you don’t have any creativity to come up with something fresh and unique?
Stop worrying about how much content you need to be producing and start worrying about what you bring to the table. I read articles to increase my knowledge, I want to learn. What I don’t want is to read something I’ve read before in a different way. I don’t care about the 5 ways I can be more productive, especially if each article is going to tell me to take a walk or a nap. Whats the point? It seems content building is the new thing to do in order to “game” the system. Didn’t we do that with link buying and keyword stuffing? Oh, and article submissions.
All this emphasis on creating content is wonderful but for who? I’m sure at some point Google will determine the amount of time a user interacts with your content so that they can help identify who writes crap. They do this already on some level with authorship. If you come in from Google and interact with an article for a undermined amount of time and hit the back button – Google will now show you additional links that weren’t there previously in order to get you to engage with what Google thinks is “useful and meaningful” content.
If your content is just a rehash of content I’ve already read. I’m not reading your content any more. When it comes to content I really want to read I follow those blogs directly. I’m not searching social networks or social bookmarking sites. People are more likely to link and share content the holds value to them. I’ll take hard data and case studies over the “top ten” of anything. I don’t think anyone has read a top ten list and had an epiphany.
I’m also more likely to give my email or make a purchase from someone I follow directly then if I’ve come across a link elsewhere.
What is comes down to is:
- How truly unique is your content?
- How valuable is it to the reader?
- What’s the shelf life of your article?
Check your analytics and see what your bounce rate is, conversion rate and use site overlay to see how far down on a page visitors are reading and engaging with your content. Engagement is a sign of quality content, espcially when it comes to sharing, commenting and emailing links of your content.
What do you think about the amount of content hitting the net? Is it too much? Will Google starting penalizing users that create superfluous content?