five Content Marketing Shortcuts That Cost in the Long Run

6 Nov

Content Marketing Shortcuts to Avoid

You know what these people call a shortcut that actually will save time?

The route.

Which was the wisdom my dad gave me the 1st time we went hiking together. Occasionally when you look at the map, it appears like there’ s a better path. However the route is the path for a reason. Chasing after a shortcut feels like making improvement — but it might not get you to the particular trail’ s end.

Marketers dig shortcuts. Or, once we call them, “ hacks. ” It makes sense: We’ re usually overworked, understaffed, and expected to work wonders. The content marketing hack promises to slice a straight line through a tiresome process, increasing efficiency and enhancing results.

While some hackers can absolutely aid success, there are many instances in which you’ re best sticking to the route. Here are five cutting corners that will actually cost you time, sources, or reputation.

#1 – Shady Linkbuilding

The Shortcut:

Search algorithms consider the number of backlinks your content has, right? Take a look at treat backlinking like another compensated channel? There are plenty of entities that will help you away. Their tactics range from moderately questionable (groups that exist only to share every other’ s links) and incredibly questionable (you pay them, they hyperlink you on tons of cloned junk e-mail sites).

But back links only work in your favor in case they’ re from reputable websites — and if your content is really worth backlinking to in the first place. In the event that shady sites are linking for your content, that will actually hurt your own ranking. And if Google finds out you’ re engaging in shady linkbuilding, they may choose to penalize you further. Search engines like google are fiercely protective against any kind of attempt to game the system.


The Route:

Link building is probably the only marketing function for which generally there isn’ t a good paid choice. It has to be organic, and you have to setup the work. The best way to get quality back links is to produce amazing content .

Make stuff people will want to url to. Include influencers who will throw a link. Do some outreach to trustworthy sites who would find the content appropriate. It’ s a drawn-out plus tedious process, but it’ ersus better than risking Google’ s difficulty. Plus, even if you don’ t generate hundreds of backlinks, you’ ll have quality content to bring people within.

#2 – Copy/Paste Repurposing

The particular Shortcut:

Being an agency, we’ re bullish upon repurposing articles . It’ s a good way to fill in your editorial calendar. It’ t great for squeezing every drop associated with potential from an eBook, the blog post series, or an changer submission.   But proper repurposing takes a little time and effort. Take a look at just take some old stuff, insert it into a new blog, plus call it good? Who’ s likely to remember that blog post from 2009, anyhow?

Short answer: Search engines. Duplicate content is another ranking aspect that can move you down within the SERP. Thoughtless repurposing can get you struggling with your audience, too: If they capture on that you’ re repurposing without updating (those “ Contact Me Maybe” references are a deceased giveaway), you’ ll lose reliability. And if you’ re just slapping a new image on an old post to fill out the content calendar, chances are you haven’ t considered whether or not the content is still relevant to your viewers.

If you’ re just slapping a new image on an old article to fill out the #content work schedule, odds are you haven’ t regarded whether the content is still relevant to your own audience. @NiteWrites Click To Twitter update

The road:

As with every content marketing, repurposing should start along with strategy. Make sure the content you want to repurpose is still resonating with your target audience. Revise it so it’ s superfresh and hyper-relevant. You could even then add influencer quotes (original or curated), or transform the content into an additional medium entirely.

In a nutshell, repurposing is great for putting out at ease with less effort… but it still needs a little effort to truly rock this.

#3 – Uninspired Curation

The particular Shortcut:

Curation is another way to fill out an content calendar with low-effort, high-return articles. That means list posts, news roundups, lists of stats — everything that’ s primarily bringing in third-party content.

You can see uninspired curation posts everywhere. I won’ t call anyone out particularly, but try a search for “[subject matter] stats” for one type. You’ ll see dozens of articles all of the listing the same 20 statistics, the majority of which don’ t cite their own source (or they’ ll report another stats article as the source).

Lazy curation may also look like a news roundup with only headlines and hyperlinks. Or a “ x best books” that’ h just a list of titles. Or an estimates roundup with content everyone’ t seen a dozen times. There are lots of methods to go quick, easy, and boring.

The Route:

What sets great curation apart from lazy curation is definitely an intent to provide value. Lazy curation is focused on filling blog space. The alternative would be to understand your audience and positively seek out stuff they might have skipped that would be useful to them.

What pieces good #curation apart from lazy curation is an intent to provide value. @NiteWrites #ContentMarketing Click To Tweet

Your curated content material should also include your brand’ s perspective. Anyone can compile a list of hyperlinks. Stand out by bringing valuable content context that only you (and your brand) can provide.

Read: Content Curation 101: 7 Best Practices, Helpful Equipment & Great Examples

#4 – One Drafting

The particular Shortcut:

It requires work to make sure your content is the best it could be. And look, I know how it will go: Sometimes the deadlines are pending, the creation process was gradual, and you just want to click “ Publish” on that first draft. It might not be perfect, but it’ s i9000 something, right? Maybe you can glimpse over it once before you publish. You are doing good work; who needs a good editor?


Based on some of the content I’ ve read recently, publishing without modifying is a new favorite content secret. But all those typos, awkward content, and trailing thoughts can harm your credibility.

The Route:

All of us believe every piece of content requirements at least two pairs of eye on it. Everything gets an modify. Even this blog post by a mature content writer. Ideally, you should compose, edit, and have someone else QA before a person publish. It’ s as simple because that.

#5 – Shallow Influencer Marketing

The Shortcut:

We all know influencer marketing – working with industry experts and thought market leaders to add value and credibility for your content – is a great way to enhance amplification, connect with new audiences, plus build valuable relationships.

The quick and easy way to do changer marketing is use a tool to get influencers, pay them for content, then go your separate ways. Like the other shortcuts on this list, it’ s quick, and it works – for a while. Until the budget runs out, or your audience gets jaded, or your influencer gets on someone else’ s payroll.

The Route:

Shallow influencer advertising is similar to a celebrity endorsement. There’ s i9000 no relationship-building, no follow-up, simply no mutual excitement for the content you’ re creating. Of course , some influencers want financial compensation, and that’ s fine. But if you want really effective influencer content, something needs to be in it for them beyond the money.

We strive to cultivate associations with people who are not only influential, yet smart, fascinating, and doing great stuff we want to share with our target audience. Over time we have developed a community associated with influencers who we love dealing with, and who love working with all of us.

Go through: Beyond the Hype Cycle: It’ s Time to Redefine Influencer Advertising

The real Danger of a Shortcut

All of the above shortcuts seem like they could save time or effort along with just a little trade-off in quality. Yet those little compromises add up, and may actually hurt you in the long run. The actual danger, however , is that chasing these types of shortcuts keeps you from customizing, improving, and perfecting.

Constantly chasing after #contentmarketing shortcuts keeps you through optimizing, improving, and perfecting. : @NiteWrites Click To Tweet

Definitely keep an eye out pertaining to ways you can genuinely increase efficiency. Shift faster and get better results over time. Somebody that there’ s no step-around for doing it right and carrying it out well. There’ s only the path.

You will find no shortcuts in content marketing and advertising. But there are ways to increase productivity plus efficiency in a strategic way. Have a look at these posts to find more motivation:

Of if you need help preparing your route? Check out our content marketing providers .

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