Take your content marketing to the Super Bowl
If you follow the NFL, you know that the Seattle Seahawks and the Denver Broncos are in the Super Bowl. And, you most likely know who is not in the Super Bowl: the San Francisco 49ers and the New England Patriots.
For this post, I want to focus on the Broncos and the Patriots; the two teams who played each other for the AFC Championship and the chance to go to the Super Bowl.
New England was playing without one of their key offensive players: Rob Gronkowski. How key was Gronkowski? Let’s look at how the Patriots ranked in the league this past season:
- Scoring in the Red Zone (within the 20-yard line): with him: 4th; without him: 30th
- Passing yards: with him: 3rd; without him: 19th
- Gaining first downs: with him: 2nd; without him: 16th
Not having him on the field definitely affects the team’s effectiveness … and may have cost the team their shot at the Super Bowl. Although there was an entire team, one player made such an impact.
Speaking of one player making an impact, you don’t have to watch football to know who Peyton Manning is. The quarterback for the Broncos is definitely an impact player. In fact, when he was the quarterback for the Indianapolis Colts when he was injured for a season, the entire team seemed to fall apart.
The Colts learned the hard way that you couldn’t put all of your hopes in one player. The Denver Broncos built a team around Manning, but they made sure they had a solid team with other diverse and strong players.
You need more than one strong player
When it comes to your content marketing, don’t put all of your efforts in one place. If you want to take your marketing “to the big game,” you need a solid team.
As you have seen, Google is constantly updating its algorithm. If you’re thinking, “But Amy, Google likes X,” stop it! There are a lot of things that Google once “loved,” but now the search engine actually penalizes you for. Remember:
- Doorway pages and invisible text
- Keyword density and keyword stuffing
- Thin, spammy content
- Duplicate content
Those tactics worked great for a while, but companies who relied on one of these ended up paying the price when Google updated its algorithm – plus they were probably already losing conversions thanks to bad copy.
Build a diverse team for your content marketing
Even if you have a solid player, like customer-focused quality content, you need to have a full content marketing team. I’m not talking about people; I’m talking about strategies.
You can stop worrying about Google updates if – in addition to superior content that targets your specific audience – you have a:
- Content marketing contingency plan
- Smart keyphrase strategy
- Google+ profile that you use to build authority
- Social media plan
With a strong team and just not one star, you can take your content to Super Bowl levels.
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