In 2013, most businesses realise the importance of content. That's why so many SEO agencies are repositioning themselves as content agencies, or at least offering it as a primary product. Our Content Marketing courses used to attract mainly bloggers, but since the Panda and Penguin Google updates we have seen a large increase in SEOs wanting to learn about content.
Yet this mass conversion to content brings up some issues - there is too much noise. Most businesses are still stuck in an outdated content strategy - regular, mediocre quality blog posts with little intent. The content is happening, but is it working?
With content at the forefront of so many marketing strategies, it seems at first glance that big businesses have a massive advantage. Whole in-house marketing teams as well as high profile agencies on hand to craft incredible content. How does a small business compete against this with a 1-3 person marketing team?
Big Evergreen Content
The idea for this post was sparked by Hannah Smith's talk at BrightonSEO 'Go Big or Go Home'(excellent write up on State of Search), which prompted me to revisit Dr. Pete's SEOmoz post at the end of last year 'Why Big Content Is Worth the Risk'. Both Hannah and Dr. Pete explain why big content is necessary and how it can help your business stand out in a very crowded world of below par blog posts:
"We all want the low-hanging fruit, but let’s be honest – the low-hanging fruit is rotten, bruised, and covered with the grubby fingerprints of all the other spoiled brats pawing at it."
The consensus of both the talk and the post is that big content takes around 40 hours to produce. Hannah compared this to an average 12 hours for 'small content' but I think that's a huge overestimation for the majority of businesses. James Carson recently alerted Twitter to the existence of a job ad for an agency looking for a Marketing Executive who for £18,000 a year had to write 25 blog posts a day. That's well over 6,000 articles a year on a range of topics, written by somebody with little knowledge about the subject and obviously no research.
With that much noise, it's important to be different to break through, and that's where big content comes in. But I'm going to go a step further and ask you to consider another element - sustainability. Another popular topic at BrightonSEO, and a common phrase in marketing blogs at the moment is Evergreen Content.
In the rest of this post I'm going to try and convince you why your content should be both big and evergreen for the holy grail of content marketing.
22 Apr 2013
Planning a content marketing strategy for 2016?
Looking for useful content marketing guides that hit the marketing spot?
There have been countless blog posts and guides written on the subject, and the list grows daily. But the problem isn’t a lack of knowledge or how-to information. The problem is finding a content marketing guide that meets your needs at your level of expertise. And dare I say who’s got the time to trawl through numerous guides. Isn’t it better to just get on with it?
While it’s tempting to get stuck in, one of the key things about content marketing is having a solid plan and editorial calendar. By investing the time to align your content marketing efforts to your business objectives you will reap the rewards - Google absolutely loves quality fresh content. There are loads of comprehensive guides but some are overwhelming for content marketing newbies. With this in mind we’ve produced a round up of the top 5 content marketing guides on the interwebs to save you time in planning your 2016 content marketing plan.
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