3 Big Reasons Your Content Marketing Isn’t Working
There’s often a fine line that’s drawn between content marketing and blogging.
The two might seem the same on the outside, but like everything, on the inside they’re different.
You might be wondering what the heck I’m talking about.
Aren’t they both just bodies of writing?
Don’t they both cover specific topics and have a certain point?
You wouldn’t be wrong, of course.
When you consider the similarities between blogs and articles the line is easy to blur:
- Both have anywhere from 600 to 1000 words of text
- They have a point that they’re trying to get across
- They’re enjoyable for the reader to read
But here, the similarities thin.
To be successful in either world, you’ll need to truly understand the differences between articles and blog posts.
Let’s take a look at these five ways that the two are different.
Leave your opinions at the door with articles. Great articles that get read (and shared) don’t fritter their time away with arguing a point and simply serve to present the information. They share the facts and let you know what happens when xyz takes place. In a very basic sense, articles serve to present information in a way that others can and will appreciate. There should be a sense of take away from the article, letting the reader explore their own feelings on the subject at hand and form their own opinion on it.
In contrast, blogging (excluding guest blogging) is done on the writer’s personal space and site. For this reason, bloggers are able to maintain and share
their own opinion with the reader. In fact, having a point of view allows bloggers to retain a platform and create a personality for their writing style. While bloggers should be careful to not judge and create tension on their page (for risk of offending others and losing followers), they will not be penalized and forced to remove their work from the web if they do.
2. Internet Marketing
While articles can be used to promote a specific product, brand, or company, it is encouraged that they do not overtly solicit information to a reader. Doing so may cause your article to be pulled from whatever site has published it and flagged for being “spammy”. Instead, your article should veer away from promoting things that are not directly involved in the article. For example, avoid using keywords that are very obviously used to get traffic directed back to your site, or plugging services that your site might offer.
Blogging is the time when you’re able to promote anything you want. Do you feel like adding keywords to help your blog get to the top of Google? Go for it! Did you want to add a link back to your site for a service you provide? Feel free! Be mindful, however, of how much this can affect your work. Being overly promotional on a blog can still get you flagged by Google’s algorithm leaving your blog floundering for followers. If you’re still confused, take a look at the three things you must know for effective backlink building and our three reasons for hiring an Internet marketing team for help.
3. Writing Style
Similar to keeping your opinion to yourself, your articles should retain a voice that everyone can relate to. While your article should still be easy to read and follow, it should also maintain a sense of professionalism. Keep your sentences short and easy to read. Try to limit the size of words so that they’re easy for others to keep up with, and always double-check your spelling and grammar.
There’s a time and place for everything and the time to embrace your inner voice is on your blog. Followers want to hear a voice in the blogs they follow. In fact, you’re less likely to have followers if you sound too professional or like a robot. While you should always be mindful of things like cursing and using crude names, you could technically still do so on your site. Note, however, that being vulgar will most likely lose you followers, so you should still treat your blog with a sense of pride and dignity. Remember, followers are there to follow you—the person behind the madness—so go ahead and give them something to look forward to and enjoy.
For more about how blogging and articles differ, consider reading Jayne Navvare’s post “Blogs Are Social Media. (Law) Bloggers Should Be More Social”.