Who Do You Copy With Your Content Marketing?

 

22

MAY 2017

When you strive to achieve any personal or professional goal, it is natural to follow the path of those who have already achieved it. The same principle applies with content marketing, especially if you are a new blogger or have not experienced a solid period of consistent web traffic. Following the fine example of independent, successful bloggers instead of corporate blogs provides you with an effective source of content marketing help to get your online presence moving in the right direction. Here are a few reasons why paying close attention to who you follow is vital.

When you strive to achieve any personal or professional goal, it is natural to follow the path of those who have already achieved it. The same principle applies with content marketing, especially if you are a new blogger or have not experienced a solid period of consistent web traffic. Following the fine example of independent, successful bloggers instead of corporate blogs provides you with an effective source of content marketing help to get your online presence moving in the right direction. Here are a few reasons why paying close attention to who you follow is vital.

Corporate Content vs Independent Insight

A vast number of companies are primarily focused on developing web content to boost their SEO results. Driving traffic and building an engaged audience from a selected niche is not necessarily a primary objective for company blogs. There is a relatively short list of corporate blogs that consistently use a structured content marketing strategy – highlighting such elements as trending topics, embedded images, integrated social media posts, timely messages aligned with a posting schedule, etc.

However, if you pay attention to most blogs created and maintained by the independent superstars within the industry, you will notice stellar examples and enjoy quality content marketing help for each of those areas.

Examining the “Commitment Factor”

The “commitment factor” is another reason why corporate blogs are not always an accurate source of content marketing help for new and inexperienced bloggers. As mentioned earlier, building an audience of dedicated readers is a primary goal of content marketers – a goal that cannot be achieved overnight. From a writer’s perspective, every published post may be filled with practical value and engaging content.

However, it can take several months (or even years) for readers to view your content as a reliable source of consistent, high-quality information. In most cases, corporate blogs seem to fizzle out when a quick turnaround of results is not experienced. Examining the history and track record of independent blogging superstars will allow you to see the benefits of a long-term commitment to consistently developing quality content. You will see the posts that hit the mark and the ones that missed it, the ones that generated buzz and those that slipped through the cracks. The most important lesson you will learn is the overall success and persistent effort experienced by the independent superstars who were in it for the long haul.

Mastering the Art of Engagement

Corporate blogs may offer general articles and informational content through their websites. However, they mostly focus on using the Internet to broadcast their various products and services – essentially using blog posts as virtual advertising space to complement their other marketing strategies.  Engaging their audience to establish a dialogue between brand and readers is not at the top of their priority lists.

You will hardly read a corporate blog that encourages reader feedback and questions. There are even cases where corporate bloggers will either delete negative or questionable comments and reviews from their page or disable comments entirely.

On the other hand, independent blog superstars master the “art of engagement” – appreciating both positive and negative feedback as organic exposure, continuous traffic and repeat business. If you are looking for effective tips and tricks to keep your readers engaged, it is clear that a corporate blog will not give you the content marketing help you need to do so.

An Appreciation of Social Media Integration

Most corporate blogs are connected to corporate Facebook pages and social media profiles. However, the content posted by these brands and business within those specific platforms usually advertises products and services. You will hardly find a variety of diverse content – photos, informative messages, videos, etc. – within a corporate social media profile.

Independent blog superstars and content marketers break that mold by fully appreciating the power of social media. Organic Facebook engagement more than doubled in 2015. One study showed that 55 percent of marketers use Facebook as their primary social media platform, but there is still a vast number of corporate websites and blogs that are not connected to social media at all.

The Bottom Line

Quality content marketing help should cover more than just creating blogs and informative articles. It should also focus on marketing, engagement increases, social media integration and building audiences through a long-term commitment. Finding a corporate blog that meets these criteria is rare, but there is a flood of content superstars that can teach you to travel a similar path to success.

Annie Ianko

Chief Content Officer

Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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