Content Marketing – BiQ

BiQ Closed Beta Launch: We Are Inviting the First Batch of Users

Get excited everyone!

Today, we’re delighted to share that after eons of hard work, blood, sweat, and love, we’re taking a major step forward on our commitment to provide a revolutionary tool by celebrating the BiQ closed beta launch.

It’s currently only available to existing users who have signed up and have successfully maintained their ranks on the top of the queue. If you’ve just discovered us, you’re not late so don’t you worry! Just sign up at https://biq.cloud/closed-beta-invite/ and be on the lookout for further instructions to get you qualified!

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On a more interesting level, the team from BiQ has successfully forged a collaboration with SEOPressor, a pioneer in the SEO world that helps with on-page optimization. You might also be interested to catch a tip or two from their recent interview with our Co-founder, Ian. (He gave some good insights about BiQ!)

BiQ carries the torch of bringing an intelligent, innovative and ambitious future to the world of SEO. The tool is packed with powerful features your growing website needs. This post will introduce you to all the unique capabilities that are set to take off using the tool.

First and foremost, allow us to thank every single one of you for your patience and anticipation towards this tool. Receiving your messages of support throughout this period means a lot to the team and we can’t thank you enough.

We’ve heard your frustration towards having to pay excessively monthly, subscribing to various online tools to keep up with the ever-changing SEO world. We understand that many times we’ll face situations like this without other alternatives because the market packaged it that way, right?

As common users, most of us can’t do much but to abide by whatever pricing these tools have set in stone.

BUT…

BiQ has completely changed the landscape of how SEO tools can go about. We know you want something DIFFERENT in the market – and we’re back with happy news!

The Only SEO Tool That Gives Cost Control Back To You 

BiQ is the only SEO tool that provides granular cost control. It’s better than the conventional SEO tools out there because you have the full-flexibility in paying for the features you use and not having to pay for those that you won’t need. 

You’re cutting all costs and promoting zero resource wastage by paying only for what you use.

With that said, we’ll be inviting our very first supportive batch of users to try out the features for free! In this release, you will see 4 main modules that constitute BiQ. 

They consist of:

  • Keyword Intelligence
  • Content Intelligence
  • Rank Intelligence
  • Rank Tracking

with a special feature lined up for you too;

  • BiQ’s Collection

The next part will highlight what BiQ has that other tools don’t. 

What Makes BiQ Different From The Rest Of The SEO Tools?

You might be asking now – “What makes BiQ different than its competitors?”

Instead of doing a comparison or a “battle between the best SEO tool”, I figured, why not showcase some of BiQ’s unique features and functionalities instead?

If you’re responsible for growing your website for your company, then you could most likely grow your audience – possibly pretty significantly – by using these unique features found in BiQ’s modules. 

The Unique Selling Points That Drive BiQ

(i) Price Democratization 

Think Amazon Web Services for SEO tools, where pricing is democratized. BiQ gives cost control back to you by designing the entire tool to provide granular cost control where features get inexpensive. 

When you start paying only for what you use, you directly reduce your total spending cost. 

(iii) Experience Ultimate Flexibility & Freedom

BiQ aims to give you the ultimate flexibility and freedom to pay only for the features you need. 

Want to know if your content is optimized as per the search engine’s requirement? Only choose to use BiQ’s Content Intelligence! 

Have clients that only want a monthly report on their website’s rank? Just pick BiQ’s Rank Tracking module and only that!

Keyword Intelligence 

(i) Keyword Intent Analysis

BiQ Closed Beta Launch Keyword Intelligence

Behind every Google search, there is an intention. 

To find out what type of content you should serve, you’ll need to segment your keywords by the user’s intent. Using the rule-based machine learning algorithm, BiQ’s keyword intent analysis automatically classifies the user’s intent for you; informational, navigational or transactional.

Leverage these terms and modifiers to infer what types of results or actions your visitors are aiming for.

(ii) Build Content Briefs With Popular Questions

Use BiQ’s Popular Questions feature to discover queries others may be interested in. It offers you a set of questions that relate to your original search query which you may build content briefs with. 

Consider answering these questions or create new content starting from these questions.

(iii) The Total Volume of Related Keywords

Do you know that combining hundreds of related keywords could lead to a total search volume of millions in numbers? (Provided that you rank for most of the related keyword that you’ve targeted)

Knowing the total search volume of related keywords that BiQ provides gives you the possibility of getting untapped traffic from related keywords. Most importantly, you’ll know instantly if it’s worth your effort to build a content hub to win all the related keywords.

(iv) Find Trending Topics & Keywords

Being in trend is a matter of being caring for your visitors, introducing them to the latest news in the market. 

Staying in the loop of trending content gives you an edge, which is what keyword intelligence will provide you with. Equip yourself with the most updated keywords and ideas with our app, people are more likely to follow and listen to what you have to say – you could be seen as a trend-setter.

(v) Filter Long Tail or Short Tail Keywords

In the keyword intelligence module, it’s possible to filter by “Long Tail” allowing you to select long-tail keyword suggestions. You can also use this filter to discover only the short-tail keywords. 

Make good use of them to get the type of keywords that you want; long tail or short tail in just one click.

(vi) Quick Search Bar & Advanced Dynamic Filter

We understand that having tools that allow quick filtering offers a fast and convenient way to bring up the best data for your specific needs. 

Across every module, BiQ’s filter feature will change based on what is important to your research. According to your optimization strategy, easily filter what you want to see in the quick search bar within a single second. 

Content Intelligence

BiQ Closed Beta Launch Content Intelligence

(i) Content With Sentiment Analysis

Sentiment analysis involves analyzing the emotion the author is expressing through content. BiQ’s sentiment analysis can be classified into 7 different categories. 

It allows you to fine-tune a message or a piece of content for the greatest impact. By understanding what makes customers tick, these insights could multiply the reach and influence of any businesses.

(ii) Advanced Line-by-line Analysis

BiQ analyzes your content section by section, so you know exactly which part to work on.

With this feature, you’ll be able to achieve maximum precision to know if each paragraph is contributing to the SEO of the page. Gain insights into which paragraph you can further modify, optimize or delete until your content turns from “Edit Needed” to “Great”!

(iii) Word Vector SEO

BiQ analyzes the content gap with Word Vector SEO and suggests the best keyword composition to rank your website higher, making the website optimization effort priceless.

Now, search engines will pay more attention to your content!

Rank Intelligence

BiQ Closed Beta Launch Rank Intelligence

(i) Position Zero

We’ve always heard about how we should be ranking for position zero and getting the featured snippet position on Google. Yes, we know the benefits it brings but do you really know how you could get there? 

BiQ’s Rank Intelligence module will tell you how to capture valuable position zero spots and identify featured snippet opportunities! 

 (ii) Top 100 Ranking Opportunities 

BiQ reveals keywords that are ranking for your pages you may not have known. The tool’s deep neural analysis will point out hidden ranking potential, letting you know keywords and associated pages you should optimize for easy ranking.

Time to discover opportunities you never knew you could rank for!

(ii) Quick Search Bar & Advanced Dynamic Filter

We understand that having tools that allow quick filtering offers a fast and convenient way to bring up the best data for your specific needs. 

Across every module, BiQ’s filter feature will change based on what is important to your research. According to your optimization strategy, easily filter what you want to see in the Quick Search Bar within a single second. 

Rank Tracking

BiQ Closed Beta Launch Rank Tracking

(i) Accurate Rank Tracking from All Locations

BiQ’s rank tracking feature accurately checks positions for the location of your choice. Like everything else in this rank checker – these locations are – you guessed it – unlimited.

(ii) Rank Tracking Updates On Your Schedule

You’ll be given the option to select from intervals of Daily, Weekly, or Monthly rank checks for more cost-effective monitoring. 

Automating your ranking checks also means you don’t have to run them manually each time.

(iii) Focus On The Keyword Data You Care About

When you want to track your ranking for specific keywords, you can hone down your search criteria to get more accurate insights with the advanced filtering feature.

(iv) Ranking Change Notification

Whenever there’s a change in your ranking positions, you’ll see clear notification without having to spend time looking through rows of data.

(v) Quick Review Of All Created Profiles

For the sake of simplicity, all profiles created are composed into an easy to comprehend table with information in the most convenient and nicest way.

(vi) Tagging System To Organize Your Rank Tracking

Group your pages and keywords into different segments. Need a quick view of all your blog posts? BiQ’s tagging system allows you to tag them under a single tag so you can check their performance in a glance.

Collections

BiQ Closed Beta Launch Collections

(i) Neat Display Of “My Collections”

Not only will you have the ability to export your data in PDF and CSV, but you can also add them to a collection. The “My Collection” feature gives you a clear overview. 

All the data you wish to specifically track will be saved according to your modules so you can have quick access to them anytime. Give it a name and description for a clearer outlook and you’re good to go!

(All these, and we’re only in closed beta)

That my friends are obviously not everything…

What’s Next In Store For BiQ?

BiQ in the next few phases

We may have successfully released closed beta today but that’s not all! We’re only getting started because we have more awesome things in store for you!

We’re excited to announce an ambitious roadmap of more features. 5 other core modules are in the pipeline for the upcoming release. Just some final touches to make it a cut above – and we’re good to go! 

They include;

  • Link Intelligence,
  • Site Intelligence,
  • Markup Intelligence,
  • Team Management,
  • Community

Over the coming weeks, we’ll also be inviting our second, third, fourth, fifth batches… (there is no limit to when we’re stopping!)

Constructive Feedback Is Welcomed!

In the spirit to provide what our community truly needs, the team behind BiQ whole-heartedly accepts feedback to make the app more useful, and to hear your feature requests and requirements.

All features are in active development, which means your input directly shapes what we’re building next. You, and the entire SEO community, have the steering wheel in control.

Reach us on our email hello@biq.cloud or talk to us through live chat if you’re successfully invited to BiQ!

First-Timer & Eager To Join the Revolution?

If you’re wondering what’s in for you after joining this revolution, here’s what you can expect. As a member of the closed beta program, you’ll help shape BiQ by test-driving pre-release features and telling us what you think. 

The program is your opportunity to experience upcoming pipeline features before they are publicly available, and weigh in on how we can make them better to help you crush your goals you’ve set. 

So sign up today and get invited to gain early access to new features. Try all the features before anyone else and most importantly, join a community of marketers shaping the future of SEO.

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Finally, Refer To Your Friends & Get The Word Out!

We’re excited about this new chapter and thrilled to finally share what we’ve been working on thus far. We look forward to your feedback and have many of you make the BiQ closed beta launch a massive one.

Best Regards,
Winnie

About Winnie
Winnie is a copywriter and digital marketer in the vast world of SEO and marketing. She's as curious as she can be; constantly hunting for answers to her questions, never saying no to new experiences. When she's not spending her time typing up a storm, she is at home keeping up with her never-ending movie marathon & self-improvement books.

Seasonal vs Evergreen Content Dilemma: What’s Best For You?

You know content is king.

You also know content has great persuasive power.

You surely know if the content doesn’t provide value in the eyes of the customers or search engines, you are not doing the right thing.

But do you know the importance of constantly publishing new content to keep your website fresh and appearing on Google’s radar?

Now, a static website will languish, falling further and further down in search rankings. A site that regularly adds articles, infographics, videos, and other such content will be regularly re-indexed by Google. 

Every successful online brand has learned the importance of creating user-focused content. In fact, content lies at the heart of SEO and content marketing. Without content, there is no such thing as SEO or marketing. Search engines, like Google, relies vehemently on content and links in order to function or adequately serve its users with what they are looking for.

It can be hard to choose the type of content that works best. Some brands (depending on the niche) may find that long-form of content works better in their industry, some preferred infographics while others choose the path of certain topics like tutorials and how-to articles.

Nonetheless, there are so many dimensions of written content and the variables are overwhelming. Broadly speaking, you have two choices. Seasonal content reflects what’s happening at the moment. Evergreen content, in contrast, is always relevant. Most of us will reach a point of a dilemma on which should be the way to go.

A visitor may be looking for seasonal content while another searcher could be looking for the general evergreen content. As a business looking to market your products or services, which content strategy should you choose?

Let’s find out. 

What is Evergreen Content?

Gold bars relating it to evergreen content, that they are long lasting
Let’s think of evergreen content as gold; it virtually lasts forever!

As its name implies, evergreen content covers constant, unchanging topics. It’s timeless and is intended to last forever regardless of specific events or seasonal changes. Keywords for evergreen content are searched over and over all year round and remains relevant at all periods. 


My Pick on SEO Tool:

Because keywords act as a foundation for any quality SEO strategy, LSIGraph can help you in your keyword research efforts. With the tool, you are able to find semantically-related keywords (LSI keywords) so you aren’t repeating the same keywords throughout your content.

LSIGraph analysis page

Evergreen articles are not:

  • Latest trending ideas of clothing and fashion
  • Content about specific holiday or season
  • News articles
  • Latest numerical statistics or reports that will go out of time

For example, if you run an e-commerce store selling fishing gear, an evergreen article might be “Fly fishing casting for beginners.” This is a subject that hasn’t changed since about 1910. It will never go out of style. There will be aspiring fishermen searching for this for all eternity. 

Some nice articles that rarely gets old are parenting, pet care, weight loss, finance, money-saving tactics, and careers among several others. If you think of it, evergreen content is essentially made to educate audiences. Most of them are in the form of case studies, statistics, how-to guides, lists, tips are some instances of evergreen content.

What is Seasonal Content?

Wilted flowers are used as a representative of seasonal content, as they are rather short-lived
Now let’s think of seasonal content as flowers; they are short-lived!

Seasonal content, which might also be thought of as topical content, describes subjects that are relevant at a particular time. Basically, those content are newsworthy, often indicated as #breaking on Twitter. These stories cannot be prepared in advance and require responses as they occur. 

For instance, a fishing store site might publish a seasonal piece called “How to catch a bass in Wyoming in July.” as this is much more specific and time-limited. Some other contents that would fall under seasonal content include:

  • How to decorate your house for Christmas
  • 5 special gifts to get your Valentines date
  • How to keep warm during winter
  • Budget-friendly ideas for a Halloween party

My Pick on SEO Tool:

Google Trend is pretty handy in letting you know the seasonal trends of certain products – or your niche. It shows the popularity of a search term in Google. You may also find other details such as demographic insights, related topics, and related queries to help you understand trends better.

Google Trends Analysis Result Page

Anyhow, when it comes to seasonal content, timing is everything. Publish an article too early and you might not catch the attention of your core readership. Market it too late and you risk being lost in the masses.

High-Level Pros and Cons of Each Approach

Here is the point;

A website visitor may be looking for seasonal content while another searcher is looking for the general evergreen content. As a business looking to market your products or services, you must have wondered which content strategy should you choose?

Now that you’ve understood the differences between seasonal and evergreen content, let’s look at its benefits and drawbacks of evergreen content vs seasonal content on a deeper scale to help you in your decision-making. 

Evergreen Content Pros:

An image with description of benefits of evergreen content

i) Keeps users coming back

If an evergreen content lives on your website, it increases the chances that users will go back to your site to reference it, indirectly helping you to increase traffic and overall authority. This also bolsters your lead generation efforts when done right.

ii) Significant link-worthiness

When you want to promote your own evergreen content, try creating ideas for new blog posts that will naturally link back to your evergreen posts. Pick a piece to promote, and ideate around it.

iii) High Search Engine Rankings

Because of the quality and timeliness of evergreen content, it usually ranks very well on search engines over time. Better results can be seen when paired with well-optimized keywords.

iv) Easier to produce

This is because it is based on general knowledge and commonly understood concepts that your users might have already been exposed to. There’s also no rush to produce it on any particular deadline, fearing the failure to on the current stage.

v) One time effort

The clear benefit of evergreen content is that you only need to create it once –  meaning there is usually one big burst of effort. Despite that, the rewards can still be seen rolling in even years later.

Evergreen Content Cons:

An image with description of drawbacks of evergreen content

i) High competition

The competition to get a higher ranking on Google SERPS is very high as almost everyone uses evergreen content for their websites. You will be covering almost the same topics as your competitors, so the pressure to do it differently from your competitors in order to be relevant is very high.

ii) Risk of running out of ideas

With time, you are likely to run out of new topics you can cover. If approached without caution, you could end up with content that lacks originality and scare away your audience. Evergreen content needs a lot of creativity to stay relevant.

iii) Content can become basic and boring

Over time, evergreen content may become obvious and boring to the audience. For example, how-to-guides may be the same across a number of sites. Since evergreen content is mostly long-form, your audience could lose interest midway if the post is not engaging enough.

iv) Content needs detailed research

While seasonal content needs you to only keep up with the trending topics, evergreen content requires you to do a detailed research so that you can come up with informative and engaging content. The focus is on quality and not quantity.

Seasonal Content Pros:

An image with description of benefits of seasonal content

i) Trendy, fresh, new materials are way catchier than general subjects

Seasonal articles generally trigger more interest compared to those they’ve seen countless times. It also shows that you care about up-to-date news. As long as you’re in the right season or time frame, your work stands to attract much more attention than an evergreen counterpart would.

ii) Feeds user’s intent

Seasonal articles are good for selling as it provides instant gratification. The article that you craft will help your audience make better decisions from a marketing and purchasing point of view during that specific period.

iii) Grows your audience

Seasonal content is great for instant success, word-of-mouth, and virality. It is a contributing factor to your brand’s recognition and reputation. When interesting subjects are discussed, it might be more likely to get shared on social media.

iv) Less competition

Apart from a few industries such as fashion and tech, few brands use seasonal content. As long as you can consistently create content that is relevant to the trending topics and tap into people’s fear of missing out (FOMO), you will be able to attract audiences to your site.

v) Gateway to lots of backlinks

When done and timed right, seasonal content can get you a lot of backlinks. When the brand establishes itself as an authority within the industry, other websites will link back to it. This allows the brand to also boost other posts on the website that have much traffic by using internal linking strategy.

Seasonal Content Cons:

An image with description of drawbacks of seasonal content

i) Gets irrelevant quickly

As time goes by, seasonal content becomes stale and irrelevant. Though it comes with high traffic, the traffic only lasts as long as the trend. It is a short-term engagement strategy with a limited lifespan.

ii) Only relevant to those who are knowledgeable on the topic

Seasonal content only generates hype among audiences who are well-versed on the topic. This means that the rest of your audience will find the information irrelevant and of no use to them. New audiences might feel left out if they have no idea of what is being talked about.

iii) High risk of bounce-offs

Seasonal content is only relevant to people who have an interest in particular topics. People who have no interest may click on a link just because of curiosity then leave the site soon thereafter. Know that high rates of bounce-offs could jeopardize your SEO ranking.

iv) Work hard to stay relevant

Because of its quick turnover time, seasonal content forces you to work hard to stay updated and relevant on the latest trending topics. You have to have your ears out on the daily or you risk missing out on topics that could be important to the brand. 

Key Evaluation Factors

This last point hints at a bigger picture issue. It’s a mistake to look at content publishing simple as a matter of Search Engine Optimization (SEO). 

Yes, SEO is absolutely critical. You won’t get clicks if you don’t get ranked in search results. However, it’s imperative to think through what happens once the site visitor clicks on your content link:

  • What impressions will he or she form about your business, based on the content?
  • Does the content have a strong Call to Action (CTA) that prompts a purchase or meaningful engagement?
  • Does the content start (or reinforce) a lasting customer relationship?
  • Is it credible with reputable sources and statistics to back up your claims?
  • Are you providing original, unique and relevant data?

Factor in these questions before you start writing and decide which type of content suits you better.

Who Is Going To Read It?

An image with three humans asking who is your audience
Teens? Single parents? Business-minded individuals? Fresh graduates? C-level executives?

Whoever they are, you should know best.

Most people will search for the answer to the question “How do I find my audience?” But little do they know that that isn’t the right question to ask. Instead, the question that will make your content successful,  “Who am I talking to?” Always identify who you’re talking to first, then focus on finding them online.

When creating content, it’s a good practice to assess the audience carefully (age, gender, occupation etc) and write accordingly. Most people these days don’t even stop to think about who is going to be reading their content and why they’re going to read it — they just proceed with writing it.

It’s easy to fall into the habit of writing to impress your peers or editor. That might make for good writing but it won’t necessarily attract readers. Style, tone and subject matter are taken into account here. Hence it is wise to create your reader personas.

These reader personas seek to document the real motivations and curiosities that empower your readers. By identifying them, you’ll be able to find your target audience better when the time comes. 

For example, if your audience is men, aged 30-60 who enjoy the outdoors, then writing in a hip, Generation Z style is probably going to fail in achieving engagement. If people who land on your site are not your targeted audience, then they won’t finish reading your articles.

After all, the whole point of creating content is to attract prospective customers and then communicating with them to gain their interest.

On a higher level, think about the people who are going to read the material. One mistake in SEO content writing is to assume that only a machine (Google) is ever going to read the piece. 

This may be true, partly. However, it’s a really good idea to make the content appealing to a human reader. If it looks like a template stuffed with key phrases, that’s a turnoff.

Don’t forget: You have to answer to real people. That’s what makes content successful. It’s important to make a distinction before writing your content, otherwise, you’re just wasting your time. 

Seasonal vs Evergreen: The Value of a Hybrid Approach

Using the hybrid model for evergreen and seasonal content is the way to go
There are a lot of sentiments when it comes to seasonal vs evergreen content.

Sometimes, sticking to one type of content could be restricting for the brand and it may fail to reach its full potential. Remember that relevance is key no matter which strategy you choose to go with. Always do market research to understand which topics are relevant to your audience.

The best approach is to do both by balancing how you plan to publish both types of content. This style is called the hybrid model –  where you balance between the two types of content. 

The essence is to take advantage of both for a mutually beneficial goal. How? You can dedicate 80% for your evergreen content and dedicate the 20% for seasonal promotional content strategy. By using this approach, you can reach audiences with permanent and seasonal needs.

To ensure you hybrid model remains relevant, measure the previous performance of both content types, and create an actionable editorial calendar that incorporates both kinds of content for an optimal content strategy that promise to earn you traffic and boost your brand marketing and sales.

As for me, I personally tend to publish more on evergreen content with some seasonal content in between when situations need me to be. So yes, my focus is placed mainly on evergreen content. I would also say that all of your work should strive to have long-lasting value for your audience. 

With that, I hope you’ve had an enjoyable read thus far. Would you want to share your take on this? Are you currently an advocate for seasonal content or evergreen content? If you’ve just started out, which approach appeals to you better? Let me know your thoughts in the comment section below!

About Winnie
Winnie is a copywriter and digital marketer in the vast world of SEO and marketing. She's as curious as she can be; constantly hunting for answers to her questions, never saying no to new experiences. When she's not spending her time typing up a storm, she is at home keeping up with her never-ending movie marathon & self-improvement books.

7 Content Marketing Practices That Are An Embarrassment For SEO

Myth: SEO and content marketing are separated as if they were two very different things. 
Truth: They work together, overlap, and fit in well – very much like peanut butter and jelly.

Before we begin, are you a firm believer that the only way to successful content marketing is to have SEO? I hope you are because based on my experiences, it certainly is.

Including keywords in your content helps it rank better in search engines, meaning that it has the ability to attract more traffic and be more effective in reaching your content marketing goals. So to speak, adding excellent content to your site will improve its authority, which will boost your overall SEO.

In short, the better your SEO is, the better your content will perform, beating millions of other competitors. This clearly shows how mutually important both content marketing and SEO are. 

What Is Content Marketing, Anyway?

For starters, don’t get content marketing confused with advertising. Advertising is a method of selling a specific product or service range. On the other hand, content marketing targets consumers with engaging and helpful content that encourages them to take action.

Content marketing isn’t just implementing a random tactic, it’s a strategy. It is with a great strategy that drives the content behind successful content marketing. 

You can’t just create any content however you like these days. It has to be high quality, valuable and relevant to what the users want. To be heard, create content that people are interested in.

Content marketing gives high quality, valuable and relevant information to what users WANT

Ultimately, it is the practice of creating relevant and engaging content (articles, blog posts, infographics, videos, etc.) by using effective calls-to-action in hopes that it can go viral. When successfully implemented, it helps websites increase conversions and profits. 

The main goal behind content marketing is to:

  • Increase brand awareness and visibility
  • Promote brand loyalty
  • Increase time spent on site
  • Improve sales and conversion rates

To put things in perspective, knowing the basics of SEO helps you draw users to your site while content marketing helps keep them there and helps convert them. 

7 Embarrassing Content Marketing Practices That Kills Your SEO

Whether you’ve experienced it or not, there are many mistakes that you can commit along the way and it can be detrimental to your website performance, if not taken care of. 

Right now, let’s take a look at seven practices that are an embarrassment for SEO you should certainly avoid doing.

1. Ignoring Your Target Audience

The first embarrassing content marketing mistake is ignoring your target audience

Content marketing agencies and content producers are full of ideas, but even with all the market research and customer insight in the world, there can still be moments when the target is hopelessly missed.

Know this: Content marketing should explicitly be about promoting the right content to the right audience at the right time in order to achieve your marketing goals. For any piece of content to be successful, it has to be personalized and speak to a specific person (target audience), with a specific need at a specific point. 

To create targeted content, that means you’ll need to have your buyer personas in mind ALL THE TIME.

These need to be carefully and strategically mapped out at every stage of the journey (Awareness, Interest, Consideration, Conversion). Doing so is often the most important step towards ensuring that the content you create will resonate with your audience.

Let’s demonstrate this by using an example of a fictional medical company, which sells supplements. For the sake of this post, we will keep the buyer persona – who we will call Diana.

An example of buyer persona to ensure the content you create resonates with your audience

By getting down to details, you’ll know the exact solution you can provide to her as she is the right target market in your niche. That is why you should revisit and adjust this information regularly as you learn more about your market, or as your customer’s needs change. 

If your company is already in motion, it’s best to analyze and validate who you’re currently targeting, to ensure you’re on the right path.

2. Doing Black Hat SEO

It’s the year 2019. I certainly hope none of you are still practicing this. 

Black Hat SEO is known as “illegal”, unethical methods and hacks that trick search engines into ranking undeserving websites higher than supposed. Many years back, massive efforts were done by Google to stop these acts. 

Today, nearly all-black hat techniques do not work. What’s more, doing these methods will lead to serious consequences such as harming your search ranking and ultimately getting your website banned. 

If you are still committing to these methods, you should abandon them immediately and work on building unique content marketing plans to boost your SEO. 

These are the most common tactics that fall under the umbrella of black hat SEO in case you’re not aware of them:

i) Keyword stuffing

This is the act of using a keyword excessively in your content to get search engines to rank the page. A page may be using keyword stuffing if its keyword density percentage is high.

Instead of keyword stuffing, replace them with LSI keywords so you can safely add closely related keywords without worrying about getting penalized. LSI keywords are also how Google has evolved from keyword density. 

The dashboard of LSIGraph with a lot of relevant LSI keywords

Adding in different LSI keywords in your web page instead of repeating the same one diminishes the probability of keyword stuffing once and for all. Head over to LSIGraph and give it a try!

ii) Cloaking

Cloaking is the practice of delivering different content to search engines as opposed to humans. This is unethical to search engine best practices which essentially call for websites to be designed for humans as if search engines did not exist. 

This black hat tactic is frowned upon by the search engines and carries a heavy penalty for the guilty website. In fact, one of Google’s Webmaster Guidelines is “Don’t deceive your users or present different content to search engines than you display to users”. 

iii) Comment Spams

Most channels across the web these days leave content open to comments from the general public. While adding links in comments isn’t exactly a negative practice, creating comments with the intention of getting traffic is something that should be avoided. 

Blog post comments that are identified as spam being one of the embarrassing  content marketing mistakes
Some examples of blog post comments that are identified as spam

Do you know that Google will rank you lower in its results if it senses you have bad links on your site? Besides, it gives off a bad impression to users as they notice you are overlooking content moderation and maintenance of your website by allowing these spam comments. 

iv) Link Farms

Rather than pursuing organic links, link farms are a group of sites that work with the sole purpose of increasing the popularity of another website through hyperlinks. Such links, mostly low-quality ones, derived from an irrelevant source will have a negative effect on SEO. 

Yes, linking does make for good SEO practices, but if they don’t provide users with useful information, then they’re nothing but deceiving. Thus, always make the effort to monitor your links every now and then.

v) Clickbait

Clickbait is the act to encourage people to visit the website by using sensational titles or misleading headlines. Most of the time, it says one thing in the headline and another thing on the site. 

Over time, this immoral tactic will decrease your CTR which will affect the ranking and traffic of your site immensely. As content marketers, we produce informative pieces that help us get to build an audience – a set of true fans and followers. 

Remember, you are using content marketing to build trust, not to break it. These are only a few mentioned, there are lots of other black hat SEO tactics out there. But it’s safe to say, don’t ever succumb to these tactics.

3. Being Overly Promotional in Content Marketing

Being overly promotional in your content marketing efforts is fatal

Did you find yourselves in these situations before?

“Let’s squeeze in another product mention here, and another there”, “Let’s add five more links to the homepage”, or “Let’s remind our readers how great our company is for the 142748th time”. Then, we are ready to publish the article!

When done repeatedly, this can come across as too “salesy”. Your visitors will tune out if they find that your content is more like an advertisement disguised as useful information. Remember: Hard selling isn’t always the way to go. 

Most of the time, promotional content works best for people who are almost ready to buy. Clearly not when they are new to your product/service. At least that’s what I’ve learned throughout my journey as a digital marketer.

I also found out that if I wanted to drive traffic, increase thought leadership and strengthen my opt-ins base (with the end goal of selling), I need to complement my promotional material with a mix of the industry-facing news articles and posts as well as some relevant evergreen pieces. 

Increase in organic traffic when not being overly promotional in content marketing

A few months down the road, I saw a significant increase in organic traffic and non-branded keyword rankings. There was also a notable improvement in every single engagement including the time spent on site, number of pages visited and a decreased bounce rate which speaks directly to content relevancy and engagement. 

So, if you’re thinking about implementing content marketing strategies for your site, make sure you have a balanced mix of promotional content and evergreen content. Don’t sell before establishing a genuine relationship!

4. Too Focused on ME

Gif of Daniel Henney pointing to himself representing the fourth mistake of "Too Focused on ME" in content marketing
Studies say that people who always talk about themselves are likely to be emotionally distressed.

When I first started out as a content writer, I remember my mentor saying this to me, “Your articles aren’t about me as a writer, but for the audience”. I understand that it’s my responsibility to do everything I can to build and maintain my connection to them.

Simply put, if you don’t deliver valuable information, you will be ignored. All those channels you have today to talk to customers – email, social media, podcasts, webinars would be a waste if we only talked about ourselves and didn’t try to build a relationship with our audiences. 

It’s hard enough to capture customer’s attention in the age of content overload. If you’re lucky you may catch their attention for 10 seconds, in a world where attention spans are as short as 5 seconds. 

When crafting a compelling message, talk about what customers care about. Be in their shoes and answer the question to “What’s in it for me?” and make them into the heroes that they really are. 

Don’t put your audience off by making your message all about “me” but focus on what you want your readers to take away from your article.

5. Publishing Abnormally Short or Long Content

Too long and you will stutter, too short and you will suffer. 

This is a phrase that I hang on to when it comes to hitting the ideal length of content. 

I’m pretty sure there is a high possibility that all of us have gone through the phase of “What should an ideal blog post length be?” or “How much will my readers actually read?”. I admit that I was once fumbling in that stage too. 

More often than not, many of us will depend on our instincts to figure out the right length when it comes to creating content for SEO. Some say short, punchy content is perfect to catch attention, while others say lengthy, informative content appears more authoritative. 

Well, after experimenting with over 100 blog posts in 2 years, I’ve come to the conclusion that there is no right or wrong answer. It entirely depends upon the niche you’re writing in.

If you are in a niche (digital marketing) where your competitors are publishing in-depth content and are ranking well, then it makes sense for you to follow suit too. 

An image asking if a content should be 3,000 words or 300 words

In my opinion?

Say your content should be long enough to get your message across, but not extremely long that it takes forever to finish. (I normally stick to about 2,500 words)

Before you go ahead and add another 5,000 words to your article, take a moment to understand why your content should not be abnormally short either, say 300 words? 

One of the main limitations of short-form content is that it only enables you to cover so much about a topic, which contradicts the semantic understanding of search. Users are constantly looking for an answer online, something which, short-form content can’t easily provide. 

Again, depending on your niche, short-form content may actually work as everything has its place. So go ahead and study your market carefully before making a decision. 

One more thing.

Poor content is still bad content, whether that’s 300 or 3,000 words. It’s all about the value and quality of content. Your goal should always be supplying the best, most useful yet optimized versions of the content for your target audience.

6. Setting Your Content Marketing Performance Aside

The goal for us content marketers is not to just be good at telling stories but to use content to drive business results. At today’s pace, it is not wise to start any project without ways to quantify data. 

As the saying goes, “If you can’t measure it, you can’t manage it”. Without the ability to measure, you’re flying blind and can’t quantify the success or failure of your content marketing efforts. 

Well, thanks to the technological advances in marketing analytics, we can now measure and analyze just about everything in marketing. For that, I’ve been an advocate of Google Analytics (GA). It is the world’s leading online analytics solution with detailed information about your site’s performance, visitors and their behaviors. 

There are 2 main aspects I’d look into when tracking and measuring my content performance namely: Behavior Reports and Audience Reports. 

A Google Analytics Overview report of the website traffic

Behavior Reports – This report is one of the first things I’d look at every time I’m in GA. They provide detailed information on the actions that users take on your site including:

i) Average time on your site and individual pages
ii) Total pageviews and unique pageviews for each page
iii) Bounce Rate
iv) Exit Rate

Knowing these behavior reports can help you optimize your content marketing strategy by monitoring how users engage with your content. 

Audience Overview Report on Google Analytics

Audience Reports – Provides a massive amount of information about your users. Some data that can be found there include Demographics, Language & Location, Interests, New vs Returning Visitors, etc.

With these data in hand, you’ll be able to access what your audience considers quality content so that you can create a more successful marketing campaign moving forward.

By setting up your Google Analytics for success, you’ll be able to make out what works for you and your audience. Win-win situation right there!

7. Making Up Facts and Data

An image with facts from an anonymous contributor should not be trusted
Sources that cannot prove their facts like this should not be trusted.

How much of the Internet is fake? More than you can imagine.

As a writer, I believe the best kind of content is a gift. A gift of valuable information, a gift of transparency, and a gift of authenticity.

In today’s industry, effective content creation is no longer about quantity, but instead building personal interactions and authenticating the experience for them. 

With that being said, never ever makeup facts and data to support your posts. Instead, include pertinent statistics, links to external articles, cite authoritative sources, and add relevant case studies that support your point. 

Before quoting any statistics, paragraphs, or sources, make sure you’ve done a thorough fact check and be able to prove their credibility. Your job as a content marketer is to give every reason for them to take you seriously.

Once you’ve lost that touch, be prepared to lose the game in content marketing and pay for the consequences of losing traffic and ranks. 

Audiences are tired of fake. Let’s get real.

Conclusion

When it comes to content marketing, it is no longer a nice-to-have. Instead, it is a must-have.

Take it this way, investing in content marketing is like hiring salespeople that work 24/7 to help your customers when they are looking for you.

Hence, without a well-optimized, high-quality content that relates to the user’s intent, any website will have a hard time achieving a balanced content marketing and SEO that gives high ranks and organic traffic. 

Level up your content marketing best practices 2019 by avoiding these costly yet embarrassing mistakes mentioned above. 

Have you encountered any of the content marketing practices above or are there any other content marketing tips you’d like to share? Feel free to exchange ideas in the comment section below, I’m all ears!

About Winnie
Winnie is a copywriter and digital marketer in the vast world of SEO and marketing. She's as curious as she can be; constantly hunting for answers to her questions, never saying no to new experiences. When she's not spending her time typing up a storm, she is at home keeping up with her never-ending movie marathon & self-improvement books.