How to Avoid the Dark Side of Content Marketing

Content marketing has its ups and downs. Anyone who wants to overcome the challenges of content marketing must be able to understand these simple rules.

Those who continue to earn a living in marketing deserve more than just a round of applause. Keeping up with such a quick and extremely challenging industry are only for those who are certified resilient and vigilant. Take for instance this new trend – content marketing – and all its complications. It’s one of the latest movements in the industry and it requires quite a lot of attention from anyone wanting to learn from it. Here is our take on content marketing, inspired by this article from Mashable.

What is content marketing?

Content marketing is the newest movement in the marketing world right now. According to the Content Marketing Institute, content marketing can be defined as “a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action”.

Understandably, this broad definition of content marketing has created a dark side of content marketing in which there is an overload of bothersome substance that people will choose to ignore. In our pursuit to engage an audience, we inadvertently and unfortunately turn people off with our enthusiasm. It’s quite easy to draw out obvious examples of bad content marketing and their negative reactions; spam filters and ad blockers come to mind as common ways to block bad content marketing.

How to Avoid The Dark Side of Marketing by The Digital Delusion Blog-2 copy

How to be an Expert in Content Marketing?

Luckily, content marketing can still work to your advantage as long as you keep in mind that you really do get what you give. Even though it seems easier than older forms of marketing (some techniques of content marketing are practically instantaneous), one still has to value quality over quantity when it comes marketing content. Avoid the dark and lonely side of content marketing by abiding by a few simple rules:

  • Be original.  Given all of the competition that’s out there, this rule is easier said than done.  However, putting forward something unique is what will make you shine brightly against the competition and get you noticed by your target audience.
  • Be smart about using SEO.  Search engine optimisation is useful to enhance your online visibility. It becomes very tacky, however, when an article is written solely to boost SEO. Be smart about using certain keywords. Only use them if they have actual relevance to your content. 
  • Understand your target audience. More often than not, your goal is to reach out to the largest number of people. Although this objective seems pretty usual, some marketers run the risk of being too general and broad. The best practice is to focus your content on your specific and desired target audience.
  • Be open to change. An important concept which is central to marketing is that being static will leave you behind in the dust. You have to be willing to test out new ideas and mechanisms, especially when what you are currently doing isn’t working. Being dynamic and open-minded are essential qualities of a content marketing expert.

What are your Do’s and Don’ts of content marketing? Please let us know what you think by leaving a comment below.



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