Content marketing is important because it helps build your brand and inspire confidence in your company. In fact, six out of ten consumers say that after reading a custom publication, they feel better about the company.
Online content marketing has expanded the field to include blogs, training videos, podcasts, and even video games. But like every other online strategy, content marketing has its downsides. Low quality content is the most common mistake and can affect your rankings and damage your brand. For example, content riddled with grammar and spelling errors makes you look careless and unprofessional. Providing statements without verifying the facts can make you look foolish. Remember that the content you put on your site might be the first impression a prospective client gets of your company.
Another mistake many businesses make is to pull away from content marketing all together. This likely results from a trend against guest blogging prior to the recent Google updates. Aggressive marketers were creating guest blog posts, and then submit them to anyone who would publish them in return for a backlink to their site. These backlinks were thought to be the perfect marriage of content marketing and good SEO.
Google, however, thought differently. They saw poor quality content of no value used for nothing more than backlinks. So Google took action against these aggressive marketers, and online marketers became concerned. Many dropped guest blogging and content marketing entirely, worried that their ranks would fall. But Google never said guest blogging would result in poor rankings. They said marketers should provide valuable content and host it on reputable sites. Which should have been the plan for most marketers to being with.