Tag Archives: successful content marketing

Want to know why your content marketing isn’t performing well?

Why is your content marketing failing?

Why is your content marketing failing?

You are regularly publishing blog posts. You have also tried your hand at publishing guest posts on other websites and blogs. You regularly send out your email campaigns. Then why isn’t your content marketing performing the way you think it should?

You may like to read 12 rules to make your content marketing successful.

Here is a thought-provoking post on why your content marketing might be failing.

The author rightly mentions some of the reasons:

  • No definition of success: Having no clue what exactly you are trying to achieve through content marketing.
  • Bad content: Publishing content without paying attention to the quality and relevance of your content.
  • No commitment: You publish and broadcast content randomly and according to your convenience, without committing yourself to a content publishing calendar.
  • No promotion: You think that by just publishing content you’re going to generate traffic.

Many people mistakenly think that content marketing is a cheaper and faster way to online success, whereas, this is not the case.

Just like any other venture that needs hard work and focus to succeed, so does content marketing.

Content marketing is not a quick fix.

It is just another form of marketing.

It requires long-term effort and commitment.

It requires you to spend money although, not as much as you spend on conventional marketing and advertising.

If content marketing is hard work, persistence and even expense, then why use it?

It is more effective than other forms of marketing available to you.

It is cheaper, comparatively, and its success is long lasting.

Content marketing is a holistic approach to educating and informing your prospective customers and clients so that they come your website on their own rather than being tricked through an advertisement or a marketing campaign.

You may also like to read What is content marketing? Explained in detail.

Since in content marketing you promote your business through the strength of your content, your content is the backbone of the entire campaign.

If your content is lousy then so is your campaign and then so is the outcome.

You want good outcome?

You need good, high-quality content.

You may like to read What is quality content and how does Google recognise it?

Then comes persistence.

Attention span is low on the Internet.

No matter how great that particular piece of content that you published is, after a couple of days, it is going to fall off the radar.

You have to remain in front of your audience.

But, despite having great content, unless you aggressively promote your content and push it in front of your audience (without annoying or offending them), it is going to be difficult for people to find it.

I suggest the following actions if you want to promote your content without going the conventional advertising route:

  • Publish regularly so that the Google crawler begins to crawl and index your content with greater speed.
  • Publish SEO friendly content so that you enjoy higher search engine rankings that in turn makes more people find your content and come to your website.
  • Build a mailing list to distribute your content.
  • Remain active on social media.

I would like to stress again, merely publishing content doesn’t make your content marketing successful.

You need to follow a multifaceted approach.

Forget about content marketing without quality content writing

Content marketing success is impossible without quality content

Content marketing success is impossible without quality content

As a content writer almost all the time I’m writing content to improve people’s search engine rankings.

Yes, people want good content.

They want content that is well-written, content that is crisp and content that is error-free in terms of spelling, grammar and originality.

Then what’s the problem?

Very few people “truly” understand the importance of quality content.

Why do I say so?

Because they are not ready to pay for it.

How do you gauge that something is important for you?

By the amount of money you are ready to spend.

I’m not saying that you pay through your nose just for the heck of it.

If you’re doing that, then obviously, you don’t understand what you really need.

Yesterday, while working on another web page titled “blog writing services”, I quickly created this graphic to illustrate a point:

Content writing-striking balance between quality time and cost

Content writing-striking balance between quality time and cost

The graphic illustrates that it is very difficult to strike a balance between good content, fast turnaround time and low-cost.

You can see in the graphic within various shaded areas that if you need quality content fast, it is going to be very costly.

If you don’t want to spend much but still you want quality content (writing your own content, as and when you can), the process might be very slow.

There is nothing wrong in that – the slow content writing process.

Fast turnaround time and low-cost leads to low quality and low-quality content helps no one.

An average client wants quality content fast, at a low cost, which, since content is not, at least not yet, produced by machines, is impossible.

This is where everybody gets trapped in a warp: they understand the importance of good content, but they don’t want to pay for it, which basically means, they don’t understand the importance of good content, because, if something is important to you, if you know that it can have a big impact on your business, then you obviously don’t mind spending money on it.

I know, big sentence, but I’m sure you can understand it.

Here is a nice blog post published in Search Engine Journal, titled, “Don’t invest in content unless you can be #1 – Here’s why”.

The moot point of the blog post is, there is no escaping from giving your best when it comes to using content to market your business online.

Otherwise, it is the same old “rich getting richer and poor getting poorer” situation.

People who enjoy higher search engine rankings due to the quality of their content keep getting ranked higher and people who don’t enjoy higher search engine rankings due to the poor quality of their content keep getting ranked lower.

Why shrugging away from good content is both waste of time and money?

Why do you want to post content on your website or blog?

The most obvious reason is that you want to improve your search engine rankings.

Yes, people actually believe that if they can get more clicks from search engines, their business will naturally grow.

They want to get more traffic.

Yes, you can manipulate your content to generate traffic from search engines.

The problem is, although you can manipulate your content the first time, after Google (it can be any search engine) starts tracking the sort of traffic your content is generating, it begins to evaluate many factors, and one of the most important factors is, searcher’s intent.

What is the intent for searching?

What is the intent for searching?

Searcher’s intent is, exactly why someone is looking for that bit of information?

This is one thing.

The other thing is, does the searcher find what he or she is looking for on your link for which you are ranking well, or have just begun to rank well?

Google uses a very simple way of finding if you’re truly representing a keyword: if a person uses a query on Google, comes across your link, clicks the link and when he or she does not repeat the query, Google assumes that he or she found the information he or she was looking for and there is no need for him or her to carry on with the same query.

I have explained this in the graphic below:

Impact of searcher intent on search engine rankings

Impact of searcher intent on search engine rankings

Quite logical.

The more people your link satisfies, the higher it moves in rankings.

The opposite also works.

If a person uses a query on Google, comes across your link, clicks the link and when he or she repeats the query, Google assumes that he or she did not find the information he or she was looking for, for that particular search term.

The more people repeat the query after visiting your link, the lower it moves in rankings.

After searcher’s intent, another thing Google looks for is the time people spend on your blog or website after having found your link in the search results.

Yes, whether you like it or not, Google has a way of finding how much time people spend on your website.

So, if they leave your website very fast, maybe a few seconds, Google assumes that your website does not have relevant information.

On the other hand, if people spend more time on your website after coming across your link in the search results, Google sees it as a positive sign and consequently, improves your search engine rankings.

What do we conclude here?

We conclude that yes, initially, you need to make an effort to appear in the search results so that people come across your link.

But after that, your rankings mainly depend on the experience people have on your website.

The above Search Engine Journal link says that 90% of the clicks in the search results are lapped up by the top 5 search results.

The first five positions still get pretty much all of the action – as much as 90 percent according to some studies. That leaves a paltry 5% percent or less for everyone else outside the top five.

But once they begin to come across your link and start clicking it, your rankings depend on their subsequent behaviour:

  • Do they carry out the same query?
  • Do they spend very little time on your website?
  • Are they satisfied with the information and hence, don’t carry out the same query?
  • Do they spend more time on your website?

This behavior you can control only with quality, relevant content.

This, is where people begin to falter.

Not valuing quality content

Not valuing quality content

Image source

They want to pay the bare minimum.

They get the bare minimum.

I mostly provide content writing services and I think the problem is with the attitude, especially related to writing.

Most people have this impression that writing is, well, just writing.

The purpose of this blog post is not to explain whether writing to generate business is hard or easy (because on that we can debate till the proverbial cows come home), the purpose is, explaining why settling with mediocre content gets you trapped in the loop of non-performance and the more mediocre content you publish, the deeper you sink.

Now, how do you differentiate between good content and mediocre content?

The above Search Engine Journal link gives an example of a study that they did: they gave the same topic to multiple content writing agencies and then they compared the quality against factors such as originality, plagiarism, linking to internal and external links, the overall quality of writing and the use of images.

The average rate paid to every content writing agency was $100.

After getting the article written they approached around a dozen industry experts and asked them if they would like to publish one of the copies of those articles.

Just one industry expert agreed to publish one of the articles and that too, after some changes.

Why did this happen?

I personally believe that most of the content writing agencies Search Engine Journal contacted provide decent content (have never worked with them, being myself a content writer).

Content writers and content rating agencies are forced to charge less and consequently, forced to compromise on quality because most of the clients are not looking for quality content.

They are looking for “good enough” content for which they can pay a minimum amount.

So, when you’re constantly looking for “good enough” content and wanting to pay the minimum possible amount, it is a race towards the bottom because then, everybody begins to compete on how less one can charge.

A good blog post of 2000-3000 words, with research, takes around 4 to 5 hours.

Sure, if you are just focusing on the number of words, one can write 2000-3000 words even in two hours or even in one and ½ hours.

But a good blog post is not about the number of words (yes, these days number of words matter), it is about the information that you are providing, and the way you are providing that information.

Most of the clients are ignorant of how much money a writer has to make per hour

Most of the clients are ignorant of how much money a writer has to make per hour

Most of the clients blissfully ignore the amount of money a writer needs to make per hour.

Although there are many content factories/content agencies on the web, when a writer is working on your assignment, he or she is working on just your assignment.

A writer cannot be working on 3-4 articles or blog posts simultaneously.

So, if he or she is being paid, let’s say, $50 for a 3000-word blog post, how many hours do you think he or she is going to spend writing those 3000 words?

His or her best interest lies in spending least amount of time to make more money.

He or she will be less interested in the quality of your blog post and more interested in finishing it as soon as possible.

Even if he or she doesn’t want to compromise with quality, economically it won’t be feasible for him or her to spend more time on your content writing.

This is an all-pervasive dilemma.

This problem is going to persist as long as clients are more interested in how much they want to pay rather than how the quality is going to be.

They need to remember that content is not something that is mass produced and hence, it doesn’t mean that the more one writes, the less one can charge.

So, what is the solution if you have limited budget?

It is understandable that one may have a limited budget.

It is strange that the attitude that people have for tangible goods and services doesn’t reflect the same attributes when it comes to paying for services.

For example, people know that a better car is going to be expensive than a not-so-better car.

This is applicable practically to every product. A better TV is expensive. A better cell phone is expensive. A better room in a hotel is expensive.

And people don’t mind paying more for better things.

But they mind paying for better content or at least, they think that they should be able to get better content even after paying less.

In general life, if you can’t afford a good thing, you reconcile to the fact and make do with the less expensive thing, but somehow, when it comes to content writing, this reconciliation is missing.

Mostly this is because they think that when someone is writing content one is simply using a skill and nothing much.

There is no official course in writing.

To be a lawyer you need to study law. To be an engineer, you need to study engineering. To be a doctor, you need to study medicine. To be a professor, well, you need to be a professor.

So, people don’t mind paying a premium for services related to these fields.

But writing? Oh yes, even the nephew can write it, it’s just that, he is not available yet.

Anyway, this is not about attitude I’m talking about, but the monetary constraint.

Assuming that you know that good content is costly, so, how do you create a wealth of content on your website?

Go for less content.

With Google and other search engines shifting their primary focus on quality and relevance rather than quantity, it doesn’t make sense to publish lots of low-quality or mediocre content.

The above-linked Search Engine Journal blog post rightly quotes someone saying:

“What is not obvious until you’ve been doing it for a little while is that effort is linear, but results are exponential. So working twice as hard on something sounds crazy. But, actually, if you get four times the results by working twice as hard, it is efficient. You know, working ten times as hard on something? Why would I do that? Because marketers that put in 10x effort get like 100x the results.”

The outcome that you get with the time and money that you spend getting one high-quality blog post written outweighs the outcome that you get with the same amount of time and money  you spend getting 10 mediocre blog posts written.

So, when you’re getting your content written, your primary focus should be on the quality, on the relevance and on whether it satisfies the searcher’s intent or not, rather than how many keywords you can cover.

Does it cost more? Sure.

A better writer is always going to cost you more than a non-better (yes, yes, no such word) writer.

You have a choice.

Is it essential that your content goes viral for content marketing success?

Does the success of your content marketing depend on your content going viral?

Does the success of your content marketing depend on your content going viral?

How does your content go viral?

Look for this question on Google and you will find many blog posts and articles.

But is it essential for the success of your content marketing?


It is understandable that if traffic matters to your website/blog and you earn ad revenue then definitely your content going viral matters to you because when your content goes viral, it means more traffic.

A few years ago, I wrote a political blog post on Medium and it went viral (it was read by more than 300,000 people) and I gained more than 1000 Twitter followers as a result, though, in terms of getting more business, it didn’t help me because it wasn’t related to content writing or content marketing.

Content going viral also helps you if you want to spread a message or an idea within a span of a couple of days. You want one of your articles or blog posts to reach thousands of people. When I wrote the above-mentioned political blog post, I actually wanted it to be read by as many people as possible.

It also gets you brand recognition when your content goes viral. The more people read your blog post, the more people know about you.

Many clients come to me and say that they need an article or a blog post that will go viral.

I tell them that I cannot promise anything. I can put in all the ingredients that are needed for a particular piece of content to go viral, but ultimately, whether that particular piece of content goes viral or not depends on many unpredictable patterns.

Does the success or failure of your content marketing depend on viral content?

I don’t think so.

The purpose of content marketing is, aside from building an audience (a viral blog post does not guarantee that) over a long period of time, is to help people so that they begin to remember you with a positive impression.

Content marketing makes it easier for people to find you.

Suppose you have covered all your topics in your field. For example, I provide content writing and content marketing services so I’m constantly explaining different aspects of these two realms.

Although it is not up to me whether I get good search engine rankings or not for the blog posts and web pages that I continuously publish on my website, the possibility of increasing my rankings definitely improves.

It is like, if you do something and there is 1% chance of success, if you don’t do something, the chance is 0%. So, publishing high-quality content, no matter how meagre or how limited, is better than publishing no content.

So, instead of worrying about making your content go viral, focus on publishing quality-content on an ongoing basis. Aim to help your audience.

If you help your audience and if due to that, you get more leads and generate more sales, your content marketing is successful, whether one of your blog posts goes viral or not.

Importance of email marketing for content marketing success

Email marketing is important for content marketing success

Email marketing is important for content marketing success

In this blog post you will learn why email marketing is an integral part of content marketing and your content marketing is in complete without email marketing.

Although there are many reputable email marketing services, including MailChimp which I use, an average person relates email marketing to spamming.

Even those who want to use email marketing think that it means sending promotional and marketing messages to a bunch of email ids hoping that some of the recipients would purchase.

Since this approach rarely works, people conclude that email marketing doesn’t work.

For whom email marketing works, they know how to do it.

Content marketing works

Content marketing works

They know that email marketing is not about promotion, it is about nurturing relationships and providing valuable content in people’s inboxes.

These people understand that content marketing and email marketing are inseparable.

Why you can’t ignore email marketing for your content marketing to be successful?

Because it is one of the most potent content distribution tools.

According to this Radicati report, by 2020 (this is January 2019) 3 billion people will be using email.

Do you think everybody is on Facebook and hence, people aren’t quite crazy about hearing from you via email?

According to this Forrester report, people are twice as likely to sign up for your email list as staying in touch with you via Facebook.

This Smart Insights report reveals that the email marketing conversion rate is higher than conversion rate from search engine traffic and social media marketing, combined.

Anyway the purpose of these links is not to throw numbers at your face, it is just to prove that there is a reason why businesses use email marketing even when everyone seems to be crazy about social media and social networking.

Coming back to the topic of the relevance of email marketing for successful content marketing.

Have a look at these statistics from Emarketer:

Email marketing ROI is much greater

Email marketing ROI is much greater

As you can see, the ROI of email marketing is far greater than the combined ROI of social media, direct mail, paid search and online display advertising.

One of the biggest challenges of content marketing (aside from creating high-quality content on an ongoing basis) is delivering your content to your target audience.

No matter how awesome your content is, unless it reaches its target audience, it isn’t much effective.

Hence, content publishing and content distribution go hand-in-hand. One doesn’t exist without the other.

People won’t come to your website on their own.

One way is to make it possible for people to find your content on various platforms including search engines and social media and social networking websites.

The other way, more effective way, is broadcasting your content using email marketing, the mailing list that you have created.

The key phrase here is “the mailing list that you have created”. This is very important. Unless you build your own mailing list, there isn’t much content marketing success to be experienced through email marketing.

Building your own mailing list for content marketing success

Building your own mailing list for content marketing success

Now, you may think, how are you going to build your own mailing list unless you get traffic and for traffic, you need your content marketing to succeed, and here I am writing that for successful content marketing, you need to depend on email marketing.

Yup, I know, it sounds like a vicious loop.

How to build your mailing list for content marketing success

These days lots of start-up companies approach me for quality content writing and content marketing.

I tell them that they should start gathering email ids from their website as soon as possible and for that, they must open up an account with one of the renowned email marketing services as soon as possible.

As goes a Chinese proverb, “the best time to plant a tree was 20 years ago and the second best time is now,” if you haven’t already put up a sign up form on your website or blog, now is the time to do so.

As you persistently publish high-quality content on your website and you use the available channels with you – search engine optimization, social media marketing – other forms of promotion – you will draw people to your website.

These people would like to subscribe to your updates in case they don’t want to miss out on the wonderful information you are publishing.

They can’t be tracking your website all the time. They would like to receive an update from you whenever you publish valuable content.

For example, if you want to keep a tab on what I am publishing on my blog or website, you must subscribe to my updates because whenever I publish something new, I use my mailing list to broadcast it.

This is how your mailing list grows. People come to your website. They see what a wonderful job you’re doing with your content. They don’t want to miss your content. They subscribe. You build your mailing list.

Why email marketing is the most effective content distribution tool?

More than 85% of adults in the US send or read email every day.

When you check your email in the morning, you are in the right frame of mind. You are expecting to receive emails and this is why you are checking emails.

Of course, some emails are annoying, especially when you’re expecting business related messages and your inbox is full of promotional messages.

This is why, it is highly advised that you refrain from sending promotional messages unless they are very specific (an offer you wouldn’t like people to miss).

Content marketing means publishing and distributing valuable content – content that helps people. Hence, automatically, when you use email marketing for content marketing, the content that you broadcast through your emails, must also be content that helps people.

When you broadcast helpful content (or content desired by the recipients), naturally they are pleased to get your messages in their inboxes.

Are you using email marketing for experiencing content marketing success?

If you are, well done.

If you’re not, you should start right now.

It is not very difficult.

And forget about spamming people. Spammers are totally a different breed.

As long as you are broadcasting quality content, content that helps people, nobody is going to mind hearing from you.

Besides, you will be sending your messages to only those people who have opted to receive messages from you. Remember your mailing list, above?

Even if you don’t want to use any email marketing service, there are many add-ons even in Gmail that allow you to broadcast your messages using regular email.

For collecting email ids, you can use a normal form and put it on your website.

The success of your content marketing depends on ensuring your content reaches your target audience, and using email marketing is the best way of doing it.

Content marketing success stories: blog posts and articles

Content marketing success stories

Content marketing success stories

Everybody these days raves about content marketing.

But sometimes it feels like a gold rush thing – you know, the only people who made money were those who sold tools to those going to dig gold.

With content marketing it’s not like that, and those who feel like that, they haven’t experienced success themselves, or they haven’t really understood the power of content marketing.

Many businesses have. Big businesses.

Take for example Coca-Cola. Long time back, the beverage company stopped promoting its products on its website.

In fact, the Coca-Cola 2020 content marketing strategy is quite famous now.

Another good example is Open Forum from American Express. Previously it was called Open Forum, now it is called Trends and Insights.

While doing research for my own content writing and content marketing blog writing and even sometimes for my clients, I come across many interesting links content marketing success stories.

Some links, although excellent, have repetitive information on them, and some links are really unique and present a completely new perspective.

Recently I wrote about how to use the scrum methodology to work on longer blog posts.

Well, I’m going to use the scrum methodology for content writing, for this blog post.

I’m going to create a long list of blog posts and articles on content marketing success stories.

The purpose of this blog post is not to create a keyword-rich content piece, though, no harm in doing that.

I will be putting only the best links that I come across.

If you come across a link that you think should be featured on this post, do let me know. If you have your own blog post that you think is a fit for this space, then also do let me know.

Blog posts and articles on content marketing success stories: