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Top 10 Content Marketing Strategy Mistakes, and How to Correct Them (Part 2 of 3)

by Tommy Walker  |  
March 19, 2013

Editor's note: The previous installment covered three content marketing mistakes: Your content doesn't have specific goals; your content doesn't have anything to sell; and your content didn't bother asking for the transaction. In this installment, the author lists and discusses four more content marketing mistakes.

4. Your content sounds like everyone else's

Am I imagining it—or does it sometimes feel as if the same blogger writes for every blog? Word choice, metaphors, structure, cadence, they all sound the same!

Don't be assimilated into the blogger Borg collective.

Write with vulnerability, enough that it makes you nervous to hit the publish button.

Read, read fiction, watch those deeply intellectual movies that make no sense (and watch them with the subtitles on).

Don't read those who "write blogs"; read those who string words into colorful threads—and those threads into paragraphs of tapestry that even the uninitiated could not confuse for a mere article.

Play with language. Know that each word you select performs a function, paints a picture.

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Tommy Walker is an online marketing strategist and the host of Inside The Mind and The Mindfire Chats, fresh and entertaining shows that aim to shake up online and content marketing.

Twitter: @tommyismyname
LinkedIn: Tommy Walker

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  • by michael webster Tue Mar 19, 2013 via web

    Tommy writes: "If you're not using at least Google Keyword Research before you write an article, you're not writing for an audience, you're writing for yourself. That's not marketing, that's journaling."

    No, unless the keywords you are searching show an intention to buy, you are not marketing.

    You are simply writing a link worthy article - another form of journaling.

  • by heather Tue Mar 19, 2013 via mobile

    Reading from my phone and don't see a link to the first article in the series...

  • by Tommy Walker Tue Mar 19, 2013 via web

    @Michael, I have to respectfully disagree.

    There are plenty of "non buying" keywords that you can target to build an audience. One good example is Jon Morrow's "How To Be Interesting" on Copyblogger.

    From part 1, that article would fall into the "discussion" category. It builds a brand affinity by offering something that's important, but not directly related to any direct sales.

    The only reason that example sticks out to me in particular was because that's how I got turned on to the Copyblogger brand and eventually became a customer.

    @ Heather, Here you go:

  • by michael webster Tue Mar 19, 2013 via web

    @Tommy, I too have enjoyed for many years Copyblogger.

    But, every column has a call to action to buy their stuff.

  • by Alok Fri Jul 15, 2016 via web

    Great stuff, simply learnt from the last point to optimize content before sharing it on different channels.So does it mean that i can have the same post shared with different punch lines on social media channels to attract different set of audience?

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