#1 – Shady Linkbuilding The Shortcut: Search algorithms consider how many backlinks your content has, right? But backlinks only work in your favor if they’re from reputable sites — and if your content is really worth linking to in the first place. If shady sites are linking to your content, that will actually hurt your ranking. Make stuff people will want to link to. So why not just take some old stuff, paste it into a new blog, and call it good? #5 – Shallow Influencer Marketing The Shortcut: We all know influencer marketing – working with industry experts and thought leaders to add value and credibility to your content – is a great way to increase amplification, connect with new audiences, and build valuable relationships. The quick and easy way to do influencer marketing is use a tool to find influencers, pay them for content, then go your separate ways. Like the other shortcuts on this list, it’s quick, and it works – for a while. Read: Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing The True Danger of a Shortcut All of the above shortcuts seem like they can save time or effort with just a little trade-off in quality. There are no shortcuts in content marketing.
You know what they call a shortcut that actually saves time?
The route.
That was the wisdom my dad gave me the first time we went hiking together. Sometimes when you look at the map, it looks like there’s a better path. But the route is the route for a reason. Chasing a shortcut feels like making progress — but it might not get you to the trail’s end.
Marketers dig shortcuts. Or, as we call them, “hacks.” It makes sense: We’re usually overworked, understaffed, and expected to work wonders. A content marketing hack promises to cut a straight line through a tedious process, increasing efficiency and boosting results.
While some hacks can absolutely aid success, there are several instances in which you’re better off sticking to the route. Here are five shortcuts that will actually cost you time, resources, or reputation.
#1 – Shady Linkbuilding
The Shortcut:
Search algorithms consider how many backlinks your content has, right? So why not treat backlinking like another paid channel? There are plenty of entities that will help you out. Their tactics range from moderately shady (groups that exist only to share each other’s links) and incredibly shady (you pay them, they link you on tons of cloned spam sites).
But backlinks only work in your favor if they’re from reputable sites — and if your content is really worth linking to in the first place. If shady sites are linking to your content, that will actually hurt your ranking. And if Google finds out you’re engaging in shady linkbuilding, they might choose to penalize you further. Search engines are fiercely protective against any attempt to game the system.
The Route:
Link building is possibly the only marketing function for which there isn’t a good paid alternative. It has to be organic, and you have to put in the work. The best way to get quality backlinks is to create amazing content.
Make stuff people will want to link to. Include influencers who will throw you a link. Do some outreach to reputable sites who would find the content relevant. It’s a drawn-out and tedious process, but it’s better than risking Google’s wrath. Plus, even if you don’t earn hundreds of backlinks, you’ll still have quality content to bring people in.
#2 – Copy/Paste Repurposing
The Shortcut:
As an agency, we’re bullish on repurposing content. It’s a good way to fill out your editorial calendar. It’s great for squeezing every drop of potential from an eBook, a blog post series, or an influencer submission. But proper repurposing takes a little time and effort. So why not just take some old stuff, paste it into a new blog, and call it good? Who’s going to remember that blog post from 2009, anyway?
Short answer: Google. Duplicate content is another ranking factor that can move you down in the SERP. Thoughtless repurposing can get you in trouble with your audience, too: If they catch on that you’re repurposing without updating (those “Call Me Maybe” references are a dead giveaway), you’ll lose credibility. And if you’re just slapping a new image on an old blog post to fill out the content calendar, odds are you haven’t considered whether the content is still relevant to your audience.
COMMENTS