Three Thoughts Content Marketers Must Remove From Their Heads

I am a Harry Potter fan, and I own two wands - one that "picked me" at Olivander's (Universal Studios) and the one that belonged to Professor Snape. Most days, they sit on little wand stands in my office.

However, sometimes, I wish I could use them in my marketing work. 

Specifically, I wish I could use it to remove some of the thoughts and memories about marketing that hinder many of today's businesses and marketing departments. 

For the last several years, I've been talking to companies about avoiding the failures of forcing old-school marketing strategies into the digital marketplace.

​Most of that advice is rooted in "traditional" or outdated thinking that is corrupting marketing departments today. That corruption is usually present for one of two reasons:

• The department is run by someone who worked in marketing back when radio, print and TV advertising were the primary marketing channels.
• The department is run by people who've seen others use ineffective and outdated marketing strategies, and they view it as "the right way" to do it.

However, the internet wasn't created yesterday.  In fact, it's been around long enough that some of the common digital marketing strategies we've heard over the years are becoming "old school" as well.  So much so, that it's time to remove them from our memories and re-think our approach.

We Need to Write Blogs

I'm not saying get the idea of blogging out of your head. I am saying get the idea of blogging out of your head if:

1. You don't know the needs and wants of your audience
2. Your primary goal for blogging is to promote your products and services
3. You're blogging because "that's what companies do today," and you fill it with generic content

Remove the thought that this is a promotional tool
When I look at many of the company blogs today, I find myself asking, "Why would someone read this, and what would it inspire them to do?" 

Like social media, companies can take a very one-sided approach to their content and focus on how it will benefit them. Here's the problem:

1. Consumers aren't actively looking for ways to be sold.
2. Consumers look for answers they want, and they move on when they don't find them.
3. Consumers already believe brands likely don't have their best interests in mind and will bail on you at the first sign of proof.

You might be asking, "What kind of proof would validate their skepticism?" 

Two of the top reasons would be:

• You link to yourself in the first paragraph
• Your content is filled with generic "information" that looks like window dressing around a CTA

What are some of the new thoughts and ideas that will serve you better today?  Let's answer that by removing another old thought.

We Need SEO

When marketers started to really dissect what would help them in the digital marketing world, SEO was front and center. It was all about keywords and infusing them into your content.

However, people attempted to game the system, and quality started to suffer. Suddenly, thought leaders were telling marketers to quit over-stuffing their content with keywords. For one thing, some people were getting so bad at it, that it became obvious when someone was aiming for more keyword benefit than consumer value.

Over time, algorithms and consumer behaviors changed, making harder for keyword stuffing strategies to work.

Now, several years have passed, and there are 600 million blogs on the internet. Plus, it is estimated that 7.5 million blogs are published per day. 

Remove thoughts that view SEO as THE strategy
If you're in a crowded industry where every company uses the same keywords, you could drive yourself crazy trying to win that battle.

For example - How often does the healthcare industry use the word "care," or does the university system use the word "student-centric" in their content?

However, that's not the only reason you can't think of SEO as a standalone "strategy" today.

Eli Schwartz, author of Product-Led SEO says, “If content is the product of a website, and the goal of the website is for readers to consume that content, … words for the sake of a word count or keyword goal is an utter waste of time. Product-Led SEO requires thinking of the reader and why they should spend their precious time enjoying the content.”

In other words, when we have to consider everything from consumer attention spans and skepticism, finding the content isn't enough.

Why are they going to read the content?  What's getting them to take action or convert?

Instead of making it all about keywords and risk duplicating generic content that is all over the internet, consider focusing on customer questions or "spiky" content.

We Need to Obsess Over the Competition

If you're in a crowded space, you might find it way more beneficial to spend less time, energy, money and energy trying to outrank a competitor.

Instead, find ways to fill the gaps in your space. Think about what we've gone over in this blog, and then look at your competition.

• Are they writing keyword-forced generic blogs that provide information you could find in several other blogs in your space?
• Do you find most of their content to be promotional and self-serving?
• Is their social media automated without any engagement or conversations?
• Have they not expanded their content to include podcasting or video?
• Are there questions your prospects ask that they're not answering in their content offerings?

You can gain a lot more impactful ground by filling those gaps through:

• Writing and producing content that explains how much something costs is not risky; it's valuable to the prospect who can't find that information from competitors ALSO too scared to share it. 
• Offering transparency- If your pricing is more expensive than theirs - explain why. 
• Sharing information without worrying about the competition - Marcus Sheridan often encourages companies to share their "secret sauce" because everyone knows it's thousand island dressing. So, you might as well share it. If a consumer understands more about you because you share more, the competition has already lost.

Remove thoughts about your competition as nothing more than a threat
Marcus once created a blog that featured his competition in a "top pool businesses in the area" style blog when he was in the swimming pool business.

Some would think that was crazy, but the competition shared his blog.

Also, if your competition wrote or produced an insightful piece of content that adds value to something you're creating...add it! If it's a link, make sure it opens in a new window so the consumer doesn't leave your site.

It's about value. If you're so invested in providing value that you would link your competition in your content - that doesn't go unnoticed (assuming the consumer even knows or cares that it's from a competitor).

If you can remove these and other fading, old-school thoughts from your marketing mind, I think you'll find that it opens you to a whole new world of possibilities in the digital marketplace.

In Harry Potter and the Sorcerer's Stone, Dumbledore shares advice about dwelling on the past in ways that can distract him from the present and future:

"It does not do to dwell on dreams and forget to live."

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