Blogging works better when you write about topics your buyers care about.

Generate titles

Blogging works better when you write about topics your buyers care about.
Generate titles
Blogging works better when you write about topics your buyers care about.
Free Inbound Marketing Playbook
View Blogging works better when you write about topics your buyers care about.
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Content Creation: 5 Reasons Why Yours Stinks

By John Bonini

Content Creation: 5 Reasons Why Yours Stinks

content creationIn order to fully describe the importance of content creation to the overall success of a modern-day marketing campaign, I've taken a page out of the Lennon/McCartney book; All you need is content. Content is all you need.

Just like every other marketing blog on planet earth this year (and maybe

 Blogging works better when you write about topics your buyers care about.

even other terrestrial areas, I've heard that Mars Rover may have some startling "discoveries"), you've certainly heard us stress the importance of optimized marketing content in the form of blogs, premium content, and email marketing in order to drive the traffic necessary to generate the qualified leads your company needs.

The problem is, many companies have trouble turning blog tips into actual results. So, I've decided to be blunt here. I'm going to give you five reasons why your content creation is stinking up the place and simply not getting the job done.

Also, be sure to check out our ebook, "How to Be the King of Content Marketing" for more on getting your content creation performing at peak level.

5 Reasons Why Your Content Creation Stinks

1. You're creating content ideas without your prospects in mind

No one knows your business better than you, right? So, obviously you should be the sole creator in terms of blog topics and titles as well, right?

Wrong. This is where we lose many businesses in their quest for killer marketing content.

Blogs are successful traffic drivers because they're able to attract top-of-the-funnel prospects who are still researching products and may not have identified their needs yet. Therefore, blogs should always be crafted with this in mind.

DO NOT view your blog as an advertising opportunity. Remember, you're trying to attract as many visitors as possible to throw into the sales funnel. So if you're writing and speaking like a used-car salesman, they won't be interested in filling out any forms and becoming leads.

Find out what sort of challenges your prospects are facing. Ask your current customers what problems they had that drove them to you. Take to social media and ask questions of your followers. The biggest mistake you can make is assuming you know what your blog readers want to know.

2. Search engine optimization? What's that?

You could have the most resourceful, well-written blog in the history of blog posts, but if it isn't optimized for SEO, nobody will find it.

You should approach every blog article with a focus keyword in mind. What would you like this specific article to rank for? What are prospects typing into search engines when they're researching information?

Using a keyword tool like HubSpot's keyword grader will help to more effectively plan a strategy, as it recommends and identifies your most promising opportunities in order to get found in search engines.

Check out our ebook, "How an Inbound Marketing Agency Does SEO" for all the secrets of how the professionals go about getting found online.

3. Social media is for the kids

For several years, social media platforms like Facebook and Twitter carried a stigma that they were for a younger generation, and simply held no value for commercial businesses.

Don't fall into this mindset.

There's simply no better way of connecting with members of your target audience and engaging with them (for free!) than by utilizing social media. The first step is determining which platforms are more worth your time, and which would be a waste.

Are your prospects more likely to be hanging out on Facebook over LinkedIn? There's value to be had in all of the social networks, so take the time and identify which are right for your company.

Once you have done this, it's time to share your content! Sharing marketing content through the various social networks is a proven way of driving more website visitors as well as getting your followers to share your content.

4. No premium content

While blogs attract top-of-the-funnel prospects to your website, premium content in the form of ebooks and whitepapers is what's going to provide you with contact information and lead conversions.

Try expanding on some of your most popular blog posts. Make them extremely educational and resourceful so that your visitors are provided with the ultimate in value. Nothing will cause a lead to look elsewhere for services than a poorly written or constructed ebook.

It's no secret that people want to work with experts, so it's important that your content portrays you and your company as such.

5. No sales funnel in mind

I haven't lost you yet? Awesome!

So now that you have what you need to get your blogs and ebooks up to snuff, it's time for perhaps the most critical aspect of all; marketing with the sales funnel in mind.

All of your marketing content needs to push leads further down the sales funnel in order for your sales team to receive the qualified, sales-ready leads they need to get the job done.

At the end of each ebook, push leads to another offer, preferably a more advanced one. You can also do this on your thank you pages.

Feature calls-to-action on the sidebar of your blog that feature some of your ebooks that are performing well. The goal isn't to simply get your leads to convert once, but rather to keep them engaged with your brand and converting on offers until they eventually make a sale.

What Next?

Looking to put these tips into action? Contact IMPACT and learn how we can help you get started!

Blogging works better when you write about topics your buyers care about.


Content Marketing
Published on December 3, 2012

Recent Articles

6 Signs You're Being Neglected by Your Marketing Agency
February 1, 2023 • 5 min read
Never Chase Trends At the Expense of Your Brand
January 12, 2023 • 5 min read
Insourcing vs. Outsourcing Content: Which is Better for Your Business?
January 9, 2023 • 10 min read
Content Marketing in 2023: Principles, Platforms, and Content Distribution
January 4, 2023 • 5 min read
7 Content Marketing Trends You Can’t Ignore in 2023
January 2, 2023 • 8 min read
How To Set Content Marketing Goals for Growth
December 29, 2022 • 6 min read
What is Quality Content? (Updated for 2023)
December 15, 2022 • 7 min read
Outsourcing Is Broken: Rethinking the Relationship Between Client and Agency
December 14, 2022 • 5 min read
7 Big Reasons Your Content Marketing Is Failing (And How To Fix Them)
November 3, 2022 • 8 min read
The Epidemic of Half-hearted Content Marketing
November 2, 2022 • 4 min read
22 Best Content Marketing Tools and Apps for 2023
October 29, 2022 • 14 min read
7 Inbound Marketing Strategy Mistakes that Will Cost You in 2023
October 19, 2022 • 8 min read
The Big 5: 3 Simple Steps for Creating Great “Problems” Content (+ Examples)
September 1, 2022 • 6 min read
The Big 5: Best Business Blog Topics to Drive Traffic, Leads, and Sales
August 29, 2022 • 10 min read
What is a Content Strategy? (Definition + Templates)
August 25, 2022 • 12 min read
Content Marketing for Small Business (Tips for Growing Your Business Online)
August 22, 2022 • 13 min read
How To Create Sales Enablement Content Your Sales Team Will Love
August 15, 2022 • 8 min read
4 Content Marketing Frameworks To Add Structure to Your Strategy
August 8, 2022 • 6 min read
18 Great Examples of Comparison Blog Articles and Content
July 23, 2022 • 11 min read
6 Tips for Producing Better Content Marketing Results for Your Clients in a Crowded Market
July 13, 2022 • 7 min read
15 B2B Content Marketing Examples That Crush The Competition
June 23, 2022 • 11 min read
64 Content Marketing Statistics To Supercharge Your Strategy [Updated for 2022]
June 4, 2022 • 9 min read
7 Simple Steps To Create an Effective Content Marketing Process
May 26, 2022 • 13 min read
Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
How To Create a YouTube Channel for Business (+ 9 Brands Leading the Way)
April 25, 2022 • 9 min read