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10 Content Marketing Dos and Don’ts

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Content marketing has become a hot topic for marketers looking to engage more closely with customers, to drive traffic to their website and ultimately deliver revenue.  But, like anything in life, there things you should and shouldn’t be doing.

This article gives you 10 top Do’s and Dont’s tips for today’s marketing professional.


Create and publish material that is unique and relevant to your audience – the key to content marketing is adding value to your target audience.  The more you can do this the more effective it will be.  Creating blogs, downloads and other information that are not well thought through and thin on useful content won’t help your audience so will fail to engage them.  There is, however, a balance and organisations will need to be realistic about what can be produced given the time and resources available.

Produce different types of content – blogs are typically a key component of a content marketing plan but it’s a good idea to mix the type of material that you produce up to vary what you put out, allow for more in-depth comment and attract the attention of different customers.

Commit to the long term – content marketing isn’t a short-term business. The more and more interesting content you produce, the better your results will be.  Bashing out a couple of blogs just won’t cut it.  By having a long term commitment you will:

  • Build a larger and more content-rich website – which is great for SEO and building visitor stickiness
  • Build your brand as a trusted expert in your field
  • Spread your brand and messages across the web

Seek out where your target audience exists online

As well as the now established communication outlets – Twitter, Facebook, LinkedIn etc. – there will be specialist blogs and forums applicable to your industry.  By their very nature they will be attracting a relevant audience.  Seek these out and work with them so they bring you a positive advantage.

Make it easy for people to share your content

As well as producing content that people want to share, you should be making it easy for them to share.  There are plenty of plug-ins available that will facilitate this but don’t be afraid to ask – just add an extra line at the end of your blog.  Remember, if you don’t ask, you don’t get!


Forget to direct people back to your website – your content should include back-links to your site.  And it’s important to think about where they are going to land – is it the home page, a specific page or a specially built landing page you’ve created for a campaign.

Do things in isolation – to get the most out of content marketing, you need to join the dots and maximise the return from every single piece of content you produce.  Work out what you are going to do and put in place a process that is followed each and every time.  This will include: where it needs to be posted, where they will land when they get to your site, the call-to-action they will experience, how you will collect their contact details (if appropriate) and how you will follow-up on that lead.

Ignore what the competition and other brands are doing – research should be a core part of what you do.  If you understand what the competition is doing it’s a lot easier to do it better and deliver more benefit through your campaign efforts.

Create content for the sake of creating content – you need to decide whether you are creating content “for SEO” or quality content that will engage and add-value to your customers.  The former is no-doubt easier but if the quality isn’t good enough it could damage your brand.

Sell – your content should add value rather than sell.  If it sells, it’s just another ad campaign.

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