Content may be king (but maybe not)

You create great content. Incredible content. You spent hours putting together your website page, social platforms, compelling photos, well written articles. In short, you’re a content genius.

But where’s the traffic?

Turns out content isn’t king, or at least it isn’t the whole picture. (There is more by Blog Tyrant on this and I’ll share a link to the article in a second.)

I think most of you know exactly what I mean.

There’s a ton of noise out there. Unless you get a kick-start, such as a spend (that perhaps you can’t afford), or a chance mention on a popular website, it’s a whole different art to get folks to visit your content.

So we post and post and look at our Google Analytics and still no traffic.

Look, I don’t resort to click bait, I don’t believe in headlines that promise one thing then lead you into an unexpected page for the sake of traffic.

However, to get more folks interested in what you are promoting it needs to be direct and catchy without too much detail. If you’re successful in getting their attention (or, stopping the scroll, as I put it) than you just might have a little more success in directing folks to your valuable content.

We’ll go into more detail on that in another post — your landing page is also another discussion.

Here is the link to the article I mentioned earlier, The Biggest Myth in Blogging: Why Content is Not King

Why no one pays attention to your marketing

Moz is one of those companies that really understands that sharing great information and helping others to understand (“Youtility” as Jay Baer calls it) the intricacies of digital marketing puts them on the map as accessible professionals. Rand Fishkin often contributes to a feature called “Whiteboard Fridays” which are always worth a read. Below is just one of a number of really terrific posts.

Ever mass-deleted a bunch of impersonal emails from your inbox? Brand fatigue is a real threat to your marketing strategy. In today’s Whiteboard Friday, Rand discusses why brands become “background noise” and how you can avoid it.

Why No One Pays Attention to Your Marketing - The Painful Pitfall of Brand Fatigue Whiteboard Friday

For reference, here’s a still of this week’s whiteboard. Click on it to open a high resolution image in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat a little bit about why no one is paying attention to your brand, to your marketing. It’s the perilous pitfall of brand fatigue.

Brand fatigue sucks

So you have all had this happen to you. I promise you have. It’s happened in your email. It’s happened in your social streams. It’s happened through advertising in the real world, online and offline.

I’ll give you an illustration. So I sign up for this newsletter. I decide, “Hey, I want to get some houseplants. My house has no greenery in it.” So I sign up for Green Dude Houseplants’ newsletter. What do I get? Well, I get a, “Welcome to Our Newsletter.” Oh, okay.

And then maybe the next day I get, “Meet Our New Hires.” Meet our new hires? I’m sure that your new hires are very important to you and your team, but I just got introduced to your brand. I’m not sure I care that much. To me, you’re all new hires. You might as well be, right? I don’t know you or the team yet.

“Best Summer Ever Event,” okay, maybe, maybe an event. “Edible Backyard Gardens, you know, I don’t have a backyard. I was signing up for a houseplant newsletter because it was in my house. “See Us at the Garden Show,” I don’t want to go to the garden show. I was going to buy from you. That’s why I’m online.

Okay, thanks.

How to cause brand fatigue

It’s not just the value of the messaging. It’s the frequency that it happens at. You’ve seen this. I’m on an email list that I signed up for, I think it’s called FounderDating. It’s here in Seattle. I think it’s in San Francisco. I thought it was a really cool idea when I signed up for it. Then I have just been inundated with messages from them. I think some of them are actually worthy of my participation, like I should have gone to the forum. I should have replied. I should have checked out what this particular person wanted. But I get so much email from them that I’ve just begun to hit Delete as soon as I get it.

We’ve actually had this problem at Moz too. If you’re a Moz subscriber, you probably get a new email every time a new crawl is completed, and a campaign is set up, and you have new rankings data. Some of that’s really important, right? Like if you’re paying attention to this particular site’s rankings and you want to see every time you get an update, well yeah, you need that email. But it’s actually kind of tough to opt in to which ones you want and with what frequency and control it all from one place.

We have found that our email open rates, engagement rates have actually drifted way, way down over time because, probably, we’ve inundated you with so much email. This is a big mistake that Moz has made in our email marketing, but a lot of brands make it in tons of places. So I want to help you avoid that.

1) Too many messages on a medium

Brand fatigue happens when there are too many messages, just too many raw messages on a medium. You start to see the same brand, the same name, the same person again and again. Their logo, their colors, the association you have, it just becomes background noise. Your brain goes into this mode where it just filters it out because it can’t handle the volume of stuff that’s coming through. It needs a filtration mechanism. So it starts to identify and associate your brand or your logo or your name or a person’s name with “filter.” Filter that out. That goes in the background.

2) Value provided is too low or infrequent to deserve attention

It also happens when the value provided is too low or too infrequent to deserve attention. So this might be what I’m talking about with FounderDating. One out of every maybe five or six messages, I’m like, “Oh yeah, that was interesting. I should pay attention to that.” But when it becomes too infrequent, that same filtration happens.

Too few of the high value messages means you’re not going to pay attention, you’re not going to engage with that brand, with that company anymore. All of us marketers will see that in the engagement rates. No matter the medium, we can look at our numbers and see that those are going down on a percentile basis, and that gets really frustrating.

3) The messaging can’t be effectively tuned or controlled by the user

So this is the problem that Moz is having where we don’t have that one email control center where you say how often you want exactly which messages updating you of which notifications about which campaigns, and newsletter and da, da, da. So your message frequency is either all the time high or very high and so you’re, “I don’t like any of those options.”

Very frustrating.

How NOT to cause brand fatigue

Now, I do have some solutions and suggestions. But it’s platform by platform.


Start very conservative with your email marketing and highly personal. In fact, I would actually recommend personally sending all the messages out to your first few hundred users if you possibly can, because you will get a great rapport that you develop individually with person by person. That will give you a sense for what your audiences like and what kind of messaging they prefer, and they’ll know they can reply directly to you.

You’ll create that highly-engaged experience through email that will mean that, as you scale, you have the experience from the past to tell you how often you can and can’t email people, what they care about and don’t, what they filter and don’t, what they’re looking for from you, etc. You can thenwatch your open, unsubscribe and engagement rates through your email program. No matter what program you might be using, you can almost always see these.

Then you can watch for, “Oh, we had a spike.” That spike is a good thing. That means that people were highly engaged on this email. Let’s figure out what resonated there. Let’s go talk to folks. Let’s reach out to the people who engaged with it and just say, “Hey, why did you love this? What did you love about it? What can we do to give you more value like this?”

Or you watch for dips. Then you can say, “Oh man, the last three email newsletters that we’ve sent out, we’ve seen successive declines in engagement and open rates, and we’ve seen a rise in unsubscribe rates. We’re doing something wrong. What’s going on? What’s the root cause? Is it who we’re acquiring? Is it new people that signed up, or is it old-timers who are getting frustrated with the new stuff we’re sending out? Does this fit with our strategy? What can we fix?”

Be careful. The thing that sucks about brand fatigue is a lot of platforms, email included, have systems, algorithmic systems set up to penalize you for this. With email, if you get high unsubscribes and low engagement, that will actually kill your long-term chances for email marketing success, because Gmail and Yahoo Mail and Microsoft’s various mail programs and whatever installed mail your targets might have, whatever they’re using, you will no longer be able to break through those email filters.

The email filter that Gmail has says, “Hey, a lot of people click Unsubscribe and Report Spam. Let’s put this in the Promotions tab.” Or, “Hey, a lot of people are clicking Report Spam. You know what? Let’s just block this sender entirely.” Or, “Gosh, this person has in the past not engaged very much with these messages. We’re going to not make them high priority anymore.” Gmail has that automatic high priority system. So you’re getting algorithmically turned into noise even if you might have had something that your customers really cared about.

Blog or other content platform

This is a really interesting one. I would strongly urge you to read Trevor Klein from Moz’s blog postabout the experiment that we and HubSpot did around how much content to produce and whether lowering content or increasing content had positive effects. There are some fascinating results from that study.

But the valuable thing to me in that is if you don’t test, you’ll never know. You’ll never know the limits of what your audience wants, what will frustrate them, what will delight them. I recommend you don’t create content unless you can have a great answer for the question, “Who will help amplify this and why?” I don’t mean, like, “Oh, well I think people who really like houseplants will help amplify this.” That’s not a great answer.

A great answer is, “Oh, you know, I know this guy named Jerry. Jerry runs a Twitter account that’s all about gardening. Jerry loves our houseplants. He’s a big fan of this. He’s particularly interested in flowering cacti. I know if we publish this post, Jerry will help amplify it.” That’s a great answer. You have 10 Jerrys, great. Hit Publish. Go for it. You don’t? Why are you making it?

Watch your browse rate, your conversion rate, and conversion rate…. I don’t mean necessarily all the way to whatever you’re selling, your ecommerce store products or your subscription or whatever that is. Conversion rate could be conversion rate to an email newsletter or to following you on a social platform or whatever.

You can watch time on site and amplification per post to essentially get a sense for like, “Hey, as we’re producing content, are we seeing the metrics that would indicate that our content marketing is being successful?” If the answer to that is no, well we need to retool it. It turns out there’s actually no prize for hitting Publish.

You might think that your job as a content producer or a content marketer is to make content every day or content every week. That’s not your job. Your job is to have success with the metrics that are going to predict and correlate to the strategies you need as a business to acquire customers, to grow your marketing channels, to grow your brand’s impact, to help people, whatever it is that your mission is.

I highly recommend finding your audiences’ sweet spot for both focus and frequency. If you do those things, you’re going to do a great job with avoiding brand fatigue around your content.

Twitter, Facebook, and other social media

Last one is social. I’ll talk specifically about Twitter and Facebook, because most things can be classified in there, even things like Instagram and LinkedIn and the fading, sadly, Google+ and those sorts of things.

Twitter, generally speaking, more forgiving as a platform. Facebook has more of those algorithmic elements to punish you for low engagement.

So, for example, I’ve had this happen on my personal Facebook page where I’ve published a few things that people just didn’t really find interesting. This is on my Rand Fishkin Facebook page, different from the Moz one. It turns out that that meant that it was much harder for me next time, even with content that people were very engaged around, to reach them.

Facebook essentially had pushed in. They were like, “You know what? That’s three or four posts in a row from Rand Fishkin that people did not like, didn’t engage with. The next one we’re going to set the bar much higher for him to have to climb back up before we decide, ‘Hey, we’ll show that to more and more people.'”

Lately I’ve been having more success getting a higher percentage of my audience into the impression count of people who are actually seeing my posts on Facebook by getting better engagement there. But that’s a very challenging platform.

Users of both, however, are pretty sensitive, nearly equally sensitive. It’s not like Facebook users are more sensitive. It’s just that Facebook’s platform is more sensitive because Facebook doesn’t show you all the content you could possibly see.

Twitter is just a super simplistic newsfeed algorithm. It’s just, who posted last. So Twitter has that real time kind of thing. So I would still say for both of these, aim to only share stuff that gets high engagement, especially as your brand.

Personal account, do whatever you want, test whatever you want. But as your brand’s account, you want that high engagement over and over again because that will predict more people paying attention to you when you do post, going back and looking through your old social posts, subscribing to you, following you, all that sort of thing, considering you a leader.

You can watch both Twitter Analytics and your Facebook page’s stats to see if you’re having a dip or a spike, where you’re having success, where you’re not.

I actually love using Twitter and a little bit LinkedIn or Google+ to see what gets very high engagement and then I know, “Okay, I should re-share that on Twitter because my audience on Twitter is very temporal.” Two hours from now it’s going to be less than 1% overlap between who sees a Twitter post now and who sees a Twitter post 2 hours from now, and that’s a great test bed for Facebook as well.

So if I see something doing extremely well on Twitter or on Google+ or on LinkedIn, I go, “Aha, that’s the kind of thing I should post on Facebook. That will increase my engagement there. Now I can go post and get more engagement next time and build up my authority in Facebook’s newsfeed algorithm.

So with all of this stuff, hopefully, as you’re producing content, sharing content, building an email subscription, building a blog platform, you’re going to have a little less brand fatigue and a little more engagement from your users.

I look forward to chatting with you all in the comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by

Original POST


The Ultimate Resource Guide to Blogger Outreach and Guest Blogging

Shout out to kissmetrics for this handy dandy resource list. If you’ve been interested in expanding or starting your blogger outreach, here you go!

blog tools

If you want to increase exposure for your business (beyond optimizing your website for search and growing your social media audience), then guest blogging and blogger outreach are avenues you may wish to explore. When you connect with bloggers in your industry, you are given platforms for communicating with your potential customers like never before.

The following are 35 resources to help your guest blogging and blogger outreach — including networks specifically created to help you connect with bloggers, guides for guest blogging and blogger outreach, and guest post opportunities for marketers.

Guest Blogging and Blogger Outreach Networks

The following networks will help your business connect with the right bloggers in your industry for guest blogging and blogger outreach.

  • MyBlogGuest – My Blog Guest is a free community that connects guest bloggers to blog owners. Join for free and start getting exposure from guest posting.
  • GuestBlogIt – Guest Blog It intends to be the ultimate guest blogging resource. Submit your content or find content for your blog for free. Gain high quality relevant back links.
  • BloggerLinkUp – Join the BloggerLinkUp list and you will get an email each Monday, Wednesday and Friday. These emails will list bloggers looking for expert sources, requests for guest posts, bloggers and web masters offering guest posts, and PR reps and others seeking reviews of products. When you see a request that you can fulfill, just respond directly to the requester.
  • BlogSynergy – BlogSynergy is essentially a social network for the blogging community. Bloggers use BlogSynergy to follow, connect and share guest blogging opportunities with one another.
  • Guest Blog Genius – Guest Blog Genius is an outsourced guest blogging service for SEOs and website owners looking to accumulate high quality links from authoritative blogs within their niche.
  • Guestr – Website owners can find guest posters; bloggers can find guest blogging opportunities and promote their blogs. Browse hundreds of sites.
  • GroupHigh – GroupHigh provides software that helps public relations, seo and social media professionals reach out to bloggers.
  • BlogDash – Find, engage and pitch to bloggers – all in one place. Filter through 109,847 bloggers by keywords, categories, Klout score, gender, location, and much more.
  • PostJoint – PostJoint is a smart new platform that connects advertisers and bloggers to make content marketing more productive and targeted than ever before. Advertisers produce quality content and bloggers offer to publish their guest posts. PostJoint matches up the audiences and takes care of quality control.
  • Copy for Bylines – The mission of Copy for Bylines is to bridge the gap between writers and online publishers and to work simultaneously with these creative individuals to produce better content online. They believe that because of the glut of worthless information available over the Internet, web content needs to be revolutionized — it should be quicker, personalized and beneficial to the online community.

Guest Blogging Guides

Need some motivation to get excited about guest blogging or some pointers on how to get started? Be sure to read the following guest blogging guides.

Blogger Outreach Guides

Blogger outreach – when done correctly – can bring a lot of great traffic and visibility to your brand. See the following guides on how to do blogger outreach the right way.

  • The Five Stages of Blogger Outreach: Attraction, Ambivalence, Commitment,Intimacy, and Proposal – A five-part series about building and sustaining relationships with bloggers and the outreach process, in general, based on the “five stages of dating.”
  • 21 Better Ways to Do Blogger Outreach – There are better ways to do blogger outreach. In fact, there are 21 better ways.
  • Scale Outreach Using Pareto’s Law – This article tells how to identify influencers vs. lower level targets and scale outreach accordingly, focusing on strategies for the low and mid-level bloggers.
  • Outreach Specialist’s Bible – Whether you are doing blogger outreach, guest posting, or old fashioned public relations, you need to know where to start and how to pitch, as well as some tools to help you scale your efforts efficiently. The goal is to give you a source of information you can use to train your team to expand your connection creation efforts.
  • 4 Pitches That Any Respectable Blogger Will Always Ignore – Are you not hearing back from the bloggers you pitch? You might be committing one of these common pitching errors.
  • Blogger Outreach: 9 Tips You Need to Succeed – If you haven’t used blogger outreach, it’s a great tool to add to your marketing toolbox. This article describes 3 reasons to use blogger outreach, 4 ways to use blogger outreach effectively, and 9 steps to develop a successful blogger outreach program.
  • Required Research for Better Blogger Outreach Pitches – Successful blogger outreach starts way before you send a pitch. Learn the 4 research stages that will help you provide a mutual benefit and place your content.
  • 35+ Tips and Tools to Help You Find the RIGHT Contact Info – Improving your ability to find essential contacts in the blogger outreach process can give you a significant competitive advantage over others who are trying to get their content published.
  • 9 Essential Tips for Warm Blogger Outreach Pitches – While there are many ways bloggers and brands are working together, there are a few best practices that have been set along the way to make those working relationships win-win. This post shows 9 ways to prepare pitches that will benefit both you and the blogger.
  • How To Contact Bloggers – Get the guide to blogger outreach free. Learn how you can drive real traction for your brand or product through blogger outreach.

Great Guest Blogging Opportunities for Marketers

Last but not least, if you’re in the online marketing niche, the following are some great guest blogging opportunities to check out.

  • KISSmetrics – If you’re interested in submitting a guest post for KISSmetrics, please read on and we’ll let you know what we are looking for and how the process works.
  • HubSpot – The award-winning HubSpot Inbound Marketing Blog has over 100,000 subscribers and attracts more than 800,000 monthly visits, so if you have exceptional blogging skills and would like to share your internet marketing expertise with a large audience of marketers and business owners, consider becoming a guest blogger.
  • ProBlogger – ProBlogger provides guidelines and suggestions to help you with your writing in order to increase the chances of the site being able to use your post and to help it get your post ready for publishing.
  • Copyblogger – Writing content for Copyblogger is hard. But it’s not hard like climbing Everest or launching eBay. Copyblogger lets you know what makes a great Copyblogger guest post.
  • 202 Internet Marketing PR3 – PR8 Blogs That Accept Guest Posts – This is a list of 202+ high quality Internet marketing / social media / make money online / affiliate marketing / blogging tips / WordPress / SEO blogs with a Google Pagerank of 3 and above (at the time of the writing of the post) that are active and looking for high quality guest posts.

There you have it! Be sure to read the best practices for both guest blogging and blogger outreach, try out the various networks to connect with bloggers in your industry, and start measuring your success! 

Original post is HERE.