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Why Content Marketing Fails
Rand Fishkin discusses why content marketing often fails and provides 5 key reasons: 1) Unrealistic expectations of how content marketing works, 2) Creating content without a community to amplify it, 3) Focusing on content creation but not amplification, 4) Ignoring search engine optimization, and 5) Giving up too soon and not allowing time for content to gain traction. He emphasizes that content marketing is a long-term process of building relationships and that most successful content took years of iteration before gaining significant reach.
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Introduction to content marketing failures, highlighting the common causes of content efforts that often lead to disappointment.
Five reasons why content marketing fails, including misconceptions about how content spreads and the importance of building trust and relationships.
The necessity of community and support for content to spread, discussing how content's success ties to community engagement.
Explains the importance of amplifying content through various methods, including outreach and social media, emphasizing preparation before content creation.Critical role of SEO in content marketing, highlighting search volume data, intent, and the need for keyword research.
Discusses the importance of persistence, showcasing case studies that illustrate the necessity of ongoing effort in content marketing.
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Why Content Marketing Fails
- 1. Rand Fishkin, Wizardof Moz | @randfish | rand@moz.com Why Content Marketing Fails
- 2. Download this SlideDeck bit.ly/mozcontentfail
- 3.
- 4. Most Content EffortsWill Fail Spike of hope Flatline of nope
- 5. You’ll Invest withthe Best of Intentions
- 6.
- 7. And it WillSuck
- 8.
- 9. Why Your Content MarketingWill Fail 5 Reasons
- 10. You Believed theBiggest Myth Content Marketing Ever Told the World #1
- 11. We Imagine ContentMarketing Works Like This… Let’s go see what’s on the Internet today, shall we?
- 12. I wonder whatthis post Kieran tweeted is all about.
- 13. That was aninteresting. I should sign up for this free ebook download while I’m here!
- 14. And I’ll justfill out their contact form with my information….
- 15. Oh! Better notforget to follow all their social profiles while I’m at it.
- 16. You might laugh,but a lot of companies invest in content marketing on the assumption that this is how it works! Me make content. Humans click. Them buy. Me get money.
- 17. In Reality, ItWorks Like This: Let’s see what’s on Hacker News… Meh.
- 18. How about Facebook? Oh, right.Baby pictures.
- 19.
- 20. Maybe Google+? Actually… This lookskinda interesting.
- 21. After seeing 400+links I could have clicked, I finally chose this one. It’s a good article, and this example, naturally, resonated
- 22. I wonder why Ilike this blog so much? About a week later, I caught a link to Beardbrand’s blog.
- 23. No magic trickto grow a thicker beard?! Dammit! I’d followed them on Google+, so I watched this video they shared, too.
- 24. When my lovelywife told me that I might need to look into some mustache wax, I thought of Beardbrand. But I couldn’t remember their name! Lovely Wife Imminent need for mustache wax Who were those guys that made the cool beard stuff?
- 25. So, naturally, Isearched Google: Nope Nope Nope Yes!!
- 26.
- 27.
- 28. This is HowContent Marketing Really Works: Caveman Rand explain.
- 29. This is HowContent Marketing Really Works: Me Make Content. Humans click. If them like, them remember. Maybe them see more content I make. Visit again. Me build trust, relationship with humans. When them need me product, them come back.
- 30. Content marketing not aboutconvert 1st visit. Or 2nd. Or 3rd. Only foolish humans think it work like this.
- 31. Content marketing about earning familiarity,trust, and relationship.
- 32. Maybe sale come.Maybe not. Smart cave marketer no care. Smart cave marketer know every visit chance to build relationship. Maybe earn fan. That good enough.
- 33. The Obligation Restson Marketers to Set the Right Expectations with Our Teams & Clients
- 34. You Made Content Withouta Community #2
- 35. Does Content SpreadSimply Because It’s Really, Really Good? If this content’s really good, it’ll just spread “virally,” right guys?
- 36. OK, Probably Not Ha!That’s a good one, Rand!
- 37. In My Experience,Content Spreads Because It Inspires a Community
- 38. It Reinforces aBelief
- 39. Refutes an OpposingArgument
- 40. Starts (or Renews)a Passionate Discussion
- 41. Is in Someone’sFinancial/Promotional Interests
- 42. Leverages Group InclusionDynamics
- 43. Makes the SharerLook Smart/Important/Worldly/Etc
- 44. “Good Enough” ContentOften Performs Well when a Community Is Behind It
- 45. Only the Best0.1% of Content Can Go “Viral” without a Pre-existing Community
- 46. Don’t Bet YourMarketing on Being the 1 in 1,000
- 47. Before you createcontent, ask the question: “Who will support & amplify this content and why?”
- 48. You Invested inContent Creation, But Not in its Amplification #3
- 49. Content Must ReachPeople in Order to Reach Its Potential
- 50. Channels for Reachingthe Right People Depend on Your Audience
- 51. Most Amplification MethodsFall Into These Three Buckets: Broadcast 1:1 Paid Promotion
- 52. 1) Broadcast (oftenvia Social Media, Email, or through Events)
- 53. 2) 1:1 Outreach(via Social, Email, or In- Person)
- 54. 3) Paid Amplification(many varieties)
- 55. A basic processfor getting content amplification right:
- 56. STEP 1: FindSuccessful Content in Your Niche http://buzzsumo.com
- 57. STEP 2(a): FindWhere It’s Being Shared http://buzzsumo.com
- 58. STEP 2(b): GoBeyond Social Networks Google Search and https://freshwebexplorer.moz.com/
- 59. STEP 2(c): FindWho’s Doing the Sharing http://buzzsumo.com
- 60. STEP 2(c): FindWho’s Doing the Sharing http://www.blindfiveyearold.com/ripples-bookmarklet
- 61. STEP 3: CopyWhat’s Working For Them Via http://followerwonk.com
- 62. STEP 4: BuildRelationships with Those Who Can Help http://www.slideshare.net/RickTRamos1/why-do-peopleshareonline
- 63. Don’t Treat Amplificationas “Fire & Forget.” Experiment, Learn, & Apply. Via http://bit.ly
- 64. Think of EachChannel Like a Muscle to Be Flexed & Strengthened Regularly
- 65. Don’t Forget toLeverage What is Still the Most Powerful Sharing Channel (according to NYT): http://www.slideshare.net/RickTRamos1/why-do-peopleshareonline
- 66. You Ignored Content’s MostPowerful Channel: SEO #4
- 67. Google Search HasGrown Massively ~6 Billion Searches/Day! http://www.statisticbrain.com/google-searches/
- 68. While Search Trafficis Distributed, Social is Highly Concentrated http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
- 69. You Might HaveSeen Re/Code & Buzzfeed Claiming Google Search Traffic Was Dead http://recode.net/2014/02/02/the-year-facebook-blew-past-google/
- 70. Here’s Define MediaGroup refuting that with data from 87 publishers & 48 billion pageviews http://www.definemg.com/hey-buzzfeed-search-traffic-is-doing-just-fine/
- 71. SEO is AlsoCritical Because of Intent “Do things” mode “Browse” mode
- 72. When Done Right,Content Marketing is the Rising Tide that Lifts the SEO Ships Without content marketing, it’s incredibly hard to earn the types of links that will confer domain authority & rankings in search engines.
- 73. When Done Right,Content Marketing is the Rising Tide that Lifts the SEO Ships But as content on a site earns links, it helps every other page on that domain rank better in the search engines, lifting the tide!
- 74. At the VeryLeast, Do Your Keyword Research Be aware that AdWords may not show you all the relevant keywords: http://moz.com/blog/be-careful-using-adwords-for-keyword-research
- 75. Better Yet –Gain a Deep Understanding of How SEO & Content Work Together 4 Posts I’d Recommend: • The Convergence of SEO & Content Marketing • Link Building vs. Content Marketing • How to Build a Content Marketing Strategy • Build & Operate a Content Marketing Machine
- 76. You Gave Up WayToo Soon #5
- 77. The 0.1% AlwaysLook Like Overnight Successes
- 78. In Reality, ItLooks More Like This: Geraldine’s Travel Blog: http://everywhereist.com
- 79. Geraldine started herblog in 2009 In Reality, It Looks More Like This:
- 80. For 2 years,she never broke 100 visits/day. In Reality, It Looks More Like This:
- 81. Then she hada few posts get some attention In Reality, It Looks More Like This:
- 82. But traffic fellback down soon after. In Reality, It Looks More Like This:
- 83. This is wheremost people give up. In Reality, It Looks More Like This:
- 84. These days, shegets 100,000+ visits each month In Reality, It Looks More Like This:
- 85. The Price ofSuccess is Failure after Failure after Failure * Hopefully, each of those failures provides an opportunity to learn. *
- 86. Why Content MarketingFails Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/mozcontentfail