Promise yourself you won't be the thing you hate.

Today's rant. Get out of the garbage-pile of shitty content.

As Liana Patch wrote on Copyhackers, we're "drowning" in an ever spinning hamster wheel of garbage, only because, we, as content marketers, are in an arms race to produce more and more content.

And as a result, we are experiencing a tremendous amount of content fatigue. And we all know exactly what it means. There is more content on the web than ever before, and it just keeps coming. Pretty much every company is spewing out copious amounts of content for their niche buyer. Said buyers also have higher expectations than ever, so it can be difficult — if not impossible — to stand out from the crowd. The power has now shifted towards distribution, where advertising platforms can guarantee you the reach at a cost of creating clickbait ads to get more CTRs.

Unfortunately, what has been working then, no longer works now. Everyone is seeing dropping KPIs.. from reach, engagement metrics all the way down to MQLs. So what is the answer? What can be done as a group? I'd love to hear from you all in our slack group on how we can solve this mess and still drive results.

How do you beat content saturation? What do marketers at top companies actually read.

The following says it all. “While content is getting better, its reach is decreasing, CAC is increasing (faster than CAC for paid marketing), and competition is skyrocketing. ProfitWell recently published a study revealing some grim statistics that illustrate these points - compared to 5 years ago, 300% more content is being published per month, posts are almost 100% longer in word count, and shares per post have dropped 90%(!) in the last 2 years.” If you don’t adapt, you risk getting behind.

Relevance is Google's buzzword of the day for the November 2019 update

If there’s one shred of explanation we’ve been given about this Google update, it’s the word relevance unhelpfully repeated over and over. Of course, even if Google’s true intention was to tweak results for relevance, it is very clear that they haven’t done an amazing job. One of the most frustrating things about this update is that many publishers which have long held #1 spots have seen them overtaken by seemingly outdated, thin and irrelevant pages. Although, it was considered a minor update, it affected some niches so badly, such as travel, health and even finance. SEO Expert Glen Alsopp takes a deep analysis on how thin content affiliate sites rank well even against large sites such as Business Insider. What he found was interesting, compared to general, high content sites, “hyperniche sites secured 33% more first place rankings, despite being present in six fewer search results.”

Non-sucky guide to transactional emails

Getting your emails labeled as spam is one of the last things you want as an email marketer. Not only does this label mean the recipient ignored the original email, but it also means they won’t receive your future emails. Consider the fact that every single email from your brand to the user’s inbox is a chance for an upgrade. You’re taking time out of your customer’s day asking them to open and read / act on / reply to / file those transactional emails so why not make that time they’re spending with you more awesome? Getting your transactional emails right.

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Ending the gated vs. ungated content debate once and for all

Inbound marketing is simply about creating super valuable content that people love, right? Well, not really. Sure, it’s about publishing awesome content. But even if your content gets thousands of views, tons of shares, that still doesn’t make you awesome at inbound marketing. Inbound marketing is about generating highly qualified leads that turn into potential customers. So if that energy-zapping viral article you wrote doesn’t deliver solid leads to your business, was it a waste of time?

Sometimes your content can be too good. How to protect yourself from the whales.

Here’s a realistic scenario that we’ve come across more than a few times. A content creator writes a piece optimized for a short-tail, top of funnel keyword—and it takes off! The article gains traction in search and pretty soon it’s lifting the entire site. You think it’s good, but these whales also have a bad side to them.

<Case Study> How to Rank on Page 1 of Google FAST (In-Depth Case Study) *

What’s the secret to getting authority links? It’s not an easy question to answer. But you know people who are able to generate backlinks from about anything they publish. How do they do it? It may happen behind the scenes, but some people know how to get backlinks with ease. Here’s how Brian Dean from Backlinko does it as he walks you through how rank a site fast.

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<Content Tool> The awesome tool that helps you find the content that performs best*

If knowledge is power, BuzzSumo is a content marketing cold fusion reactor. If content is a large part of your inbound marketing strategy, this tool will help you supercharge it.

Buzzsumo’s power is in telling you how your content performs online and breaks down that performance by multiple metrics across domains, keywords or topics. This data helps marketers like you better create, optimize and promote content.

From content insights, influencer information to alerts, it all boils down to saving you hours of time, increasing your success and helping you plan each step of your content marketing. Once you’ve planned and put things in action, it will analyze your efforts, giving you a chance to fine-tune the process. If you are

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Content Marketing Jobs

  • Director Digital Marketing, Full Price - Nordstrom Digital Marketing Director is skilled in developing direct response marketing strategy and channel marketing teams with the goal of driving strong marketing driven sales while focusing on efficiency, incrementality and achieving profitable long-term customer and business outcomes. Apply here

  • Content Strategy Manager - InsightSquared We're looking for an accomplished content marketer with a knack for sourcing and producing content that drives business value. You’ll shape the InsightSquared story by procuring or producing content for all stages of the customer journey, including content designed to help the InsightSquared brand resonate. Apply here

  • Digital Content Strategist - Hanley Wood Marketing The Digital Content Strategist is the “conductor” of successful content marketing projects for our clients, ensuring outstanding management and execution of deliverables to support that strategy. Apply here

  • U.S. Head of Influencer - Edelman US The ideal candidate will have a passion for and knowledge of influencer partnerships across all tiers of talent, branded video content, social platforms, digital media, and the talent management space. Apply here

  • Director of Content Marketing, Peacock, Direct-to-consumer - NBC Universal Peacock is seeking an innovative marketer to join the team. This marketer will help with creating and executing best-in-class marketing campaigns to support initiatives that drive the business. The Director, Content Marketing reports to the Vice President, Content Marketing. Apply here

What else we are reading around the web

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