Warning: Your Expertise could destroy your Content Marketing campaign

Engineering publicationsAs a marketing manager, you dream of a big advertising budget.  You know that a great ad is not enough; you also have to flight it often.  The more your target sees it, the better.  Repeat advertising will build your brand awareness and recognition and reinforce your consumer promise.

So you analyse your media carefully, identifying the various publications your target market reads, making sure they see the same ad repeatedly.  You don’t simply rely on one magazine.

But try this marketing strategy with content marketing at your peril!

Content marketing is labour intensive.  If you want to do it right, you need to publish on your own company blog as well as relevant online industry publications.   But the key difference is that you can’t use the same “ad” every time.  You need to create new content for each and every publication.

And if you don’t, Google will punish you.

It might be tempting to submit the same article to several industry publications.  You might even feel that you are covering your bases – hey, maybe one of them will use it!   But it’s not just worth it.

Matt Cutts, head of Google’s Webspam team, makes it very clear that Google sees duplicated material as spam.

If you don’t have the time or resource to write new material, you should only submit your article to a single site.  Or use a professional copywriter to write several articles around your topic and publish across several relevant sites to increase your visibility and build your brand or company profile.  Contact Ann for more information.

Related articles: Content Marketing Strategy

1 Comment

  1. Joan Stewart on November 16, 2012 at 13:04

    Thanks for an informative article Ann, loved “The Power of Single-Minded Message” article.

    Article content has been the topic of conversation for a couple of years now. Matt Cutts has laid down the ground rules, guess what – top marketers will still use Article Spinning or they move to Article Curation (the latest flavour). I guess it is how many are found, not always ethical and when Google alter an algorithm, these are the self same folk who will shout the loudest about how unfair the system is.

    Could you imagine the quantity of duplicated nonsense is floating out there on the ‘cloud’? With new users coming online daily, new Social Media tools enticing folk to copy, paste, forward and like; pictures, videos and articles it baffles the brain.

Leave a Comment