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Seven Deadly Sins of Content Marketing

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7 DEADL SINS Y content marketing @karlfiltness of PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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Every one of us marketers is a DIRTY SINNER Marketers are one of the least likeable professionals – barely beating car sellers, but trailing lawyers and bankers. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: Gallup


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There is still hope and all marketers can avoid PURGATORY if we don’t commit the cardinal sins of content marketing. Lets plunge in with the worst of the bunch. The original and most serious of the deadly sins. THE SIN THAT IS THE SOURCE OF THE OTHERS @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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PRIDE superbia @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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PRIDE noun \ˈprīd\ SIN DEFINITION: Believing that you are essentially better than others, failing to acknowledge the accomplishments of others and excessive admiration of yourself. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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PRIDE Content marketing is all about focusing on the customer. Content must be informative, aiding, problem solving, entertaining, valuable and relevant to the audience. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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PRIDE If it’s only me, me, me, you cannot connect with others. Engagement is crucial in content marketing. Talk more about others and you’ll be able to establish an emotional connection. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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PRIDE 1 000 000 Based on nearly HEADLINES the most shared blog posts contain the words “you” or “your” and promise the readers something. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: OkDork


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LUST luxuria @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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LUST noun \ˈləst\ SIN DEFINITION: An intense and uncontrolled desire. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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LUST A content marketer’s common cardinal sin is focusing too much on vanity metrics. They stroke the ego, but don’t thrust the business forward. It is easy to focus on more and more followers and likes and disregard the fact who really are your key customers. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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LUST Don’t alienate your core fans in the name of fame. Create content that supports your business and not your own agenda. Focus on the numbers that count: revenue, customers, ROI, leads and conversion rates. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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LUST 12 x Marketers that track inbound ROI are more likely to see ROI increase! @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: Hubspot


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GLUTTONY gula @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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GLUTTONY noun\ˈglət-nē, ˈglə-tə-nē\ SIN DEFINITION: The overindulgence and overconsumption of anything to the point of waste. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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GLUTTONY Let’s face it, there is a lot of content swirling around the abysslike interwebs. It’s sad to say that most of it is worthless. A mindset transformation is needed: THINK ABOUT QUALITY, NOT QUANTITY. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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GLUTTONY Content itself doesn’t add value, the key is relevant content. Aim to build a relationship with your audience, solve their problems and answer their Google searches. NEED HELP? Read the amazing Neil Patel’s great guide on creating better blog posts. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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GLUTTONY 70 % Not even your own employees feel that the content is relevant: Up to of content is never used. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: Sirius Decisions


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SLOTH acedia @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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SLOTH noun \ˈslȯth, ˈslōth\ SIN DEFINITION: Spiritual and physical laziness. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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SLOTH Once you have tackled the gluttony sin and started to create quality content, your next hurdle is not falling in to the pit of sloth. Content marketing has to be consistent and you have to publish regularly. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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SLOTH You must be realistic about your goals, but at the same time keep the bar high. Create a publishing calendar, give your audience a promise, commit to the cause – do whatever it takes. Just keep the content rolling. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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SLOTH 82 % Your efforts will pay off: of marketers who blog DAILY say they acquire customers from their blog. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: Jones PR


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SLOTH 57 % If that is too much: of marketers who blog MONTHLY say they acquire customers from their blog. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: Jones PR


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GREED avaritia @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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GREED noun \ˈgrēd\ SIN DEFINITION: An inordinate desire to acquire or possess more than one needs. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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GREED The modern marketing landscape is filled with different channels. There are so many that even the sun can get blocked in the horizon. A greedy marketer jumps at everything that is shiny and they are always aboard the current fad train on a journey to permanent darkness. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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GREED You have to prioritise and use your resources to create compelling content and engage with your clients. Don’t spread yourself too thin. Pick the most effective platforms that work for you and your customers. And remember: GREED IS NOT GOOD. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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GREED The most effective social platforms according to marketers are: LINKEDIN TWITTER YOUTUBE 63 % 55 % 48 % @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: CMI


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WRATH ira @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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WRATH noun \ˈrath, ˈrȯth\ SIN DEFINITION: Inordinate and uncontrolled feelings of hatred and anger. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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WRATH Never create content with wrath in your heart. Keep the content positive and avoid negativity. If you want to address something controversial, wait for your passion to cool down a bit before you publish. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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WRATH Don’t think about the problem or criticism, think about the solution. You are the stickler solver, not the fluster facilitator. If something is stated falsely or you don’t agree with an opinion, don’t bash it – offer an alternative. And do it with positive sentiment and tone. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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WRATH 57 % of the top 10 000 most shared articles across the web included positive emotions (awe, laughter and amusement). @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: Huffington Post


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WRATH 7% Only contained negative emotions. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: Huffington Post


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ENVY invidia @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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ENVY noun \ˈen-vē\ SIN DEFINITION: Discontent and desire towards someone's traits, status, abilities or rewards. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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ENVY The grass isn’t greener on the other side. Don’t replicate what your competitors do. Concentrate on your own content marketing. Is your competitor big on Facebook? Beat them on Twitter. Out smart them and out love them. Use your uniqueness to shine and stand out. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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ENVY You only have to understand the needs of your audience and how you can help them achieve their goals. Use your precious little brain and zap unbelievably convincing and appealing content out of thin air. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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ENVY 82 % of marketers are struggling at creating more engaging high quality content. So no need to be envious. You are hardly alone! @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Source: CMI


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PURIFICATION @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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Now you have all of the tools to avoid committing the deadly sins and you can become the target of ENVY and LUST. You might even trigger the occasional seizure of WRATH. But whatever the outcome never let PRIDE enter your mind or heart. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY


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PRESS SHARE If this helped banish your sins We must save the souls of other marketers too! KARL FILTNESS TOP 100 content marketing influencer 2015. Getting my paycheque as a content munching and data crunching Content Manager at Descom. @karlfiltness PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY Icons made by Freepik


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