Don't Let your Content Marketing be Lazy

Janelle Zander

Written by Janelle Zander on Fri, May 29, 2015

According to the Content Marketing Institute’s 2015 B2B Research Report, 70% of B2B marketers are creating more content than they did one year ago, even those who say they are least effective (58%) and those without any type of strategy (56%).


Lazy_Content_MarketingTo keep up with this frantic demand for content, it is easy to become lazy in our efforts to get a blog post written, published and distributed.

We may be subject matter experts – or have interviewed someone who is – but simply having the knowledge to write the content and the ability to put it into words, does not mean we are producing great, or even good, content.

Good content doesn’t mean you can’t produce it fast. The process does not have to be time-intensive if you have these elements as your guide:

1. Have well-defined goals.

Begin with an editorial content strategy: Know why are you producing content, what you’re saying, who you’re saying it to, and where you are saying it. Once this is established, it’s time to begin producing an editorial calendar to keep track of articles to publish and where they will be distributed and when. This is an essential tool to keep content on track. Incorporate keywords into your calendar to help with SEO.

2. Know your buyer personas.

It is well worth your time to develop buyer personas, always keeping in mind who you are trying to reach. Set up interviews to determine what their goals and challenges are so that your content can display how you can meet their specific needs.

3. Create clear-cut CTAs (calls-to-action).

What do you want your reader to do at the end of reading your content? As SPROUT Content co-founder Dechay Watts blogged, give people a reason to take action.         

Although better search rankings, more traffic and heightened engagement are nice metrics to monitor, the real reason for content marketing is to boost your bottom line. Make sure each blog post includes a call to action (CTA) encouraging visitors to take a next step on your site.

You might direct them to a follow-up blog post, show them a free guide they might find valuable, or send them to a service page that relates to the topic.  But, definitely offer an action item to entice a next step. Give them more related information on the topic.

4. Make it easy to social share effectively.

When publishing your content, make sure that social sharing icons are readily available so that your brand advocates can re-share and re-tweet your content.

According to CMI, 94% of B2B marketers used LinkedIn to distribute content, making it the most used and most effective social media platform. SPROUT Content has seen this first-hand when a client of ours had a very promising and significant lead come from the client’s very first blog post we distributed for them on LinkedIn.

misspelledsign5. Clean up grammar, spelling and punctuation.

You might be an industry thought leader or a prolific writer, but if your content is not cleaned up and well presented, your blog post, ebook, tweet or comment will work against you instead of for you. Additionally, headlines often determine page views, summaries and metadata must accurately describe the substance of the content. See HubSpot’s list of resources.

6. Use additional resources and tools.

Other key factors to great content include fact checking, unbroken links, and helpful data and examples to support your content. Infographics like the one here have increased in use more than 62% in the past year, according to HubSpot.


There are a myriad of resources you can take advantage of to create effective and careful content. If time does not allow you or your business to create this type of content in-house, see what a content marketing agency can do for you.

Need Hard-Working Content? It Could Be Time to Hire an Agency




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