You’ve heard the whispers, haven’t you?
“The internet has too much content already. You can’t get anyone’s attention with content marketing anymore.”
I beg to differ.
Sure, the internet is a vast sea of content. And the water level rises every day. But so does the discernment level of the average content consumer (read: all of us).
We’re not satisfied with slapdash information anymore. We won’t waste our time reading if your page looks uninviting. You won’t get our clicks if your headline promises nothing in exchange.
We’re not satisfied with junk content. Our content palates are more sophisticated than they used to be. This may seem like disheartening news. How can you hope to build online authority in such a challenging environment?
But I’m here to tell you that the grim realities of today’s internet give us many reasons to have hope for a bright future.
We’ve been preaching the three “grim realities” below since 2006, and they’re as true today as they were then. Today, in 2016, there has never been a better time to learn content marketing the Copyblogger way.
Here’s why.
1. Building online authority takes time
Online authority isn’t built in a day, or a week, or a month. It takes a sustained effort over a long time.
How long?
Well, there’s no magic formula. It’s going to depend on your skills, the field you’re entering (and how much competition is there already), how often you publish, your positioning, and a myriad of other factors.
The one thing I can tell you for sure is that building online authority will take longer than you wish. And longer than most people are willing to devote to it — and that’s the good news.
What’s thrilling about this …
The good news hidden in this seemingly bad news is that the online authority game rewards those who are willing to stick with it. Persistence and hard work — combined with a content strategy that positions your website for success — pay off.
2. Content marketing is always changing
Is content marketing an art or a science?
Great content marketing is a little of both. And just like the fields of art and science, content marketing is always changing.
- Certain content types surge in popularity and then go out of fashion, just like certain styles of art.
- Our understanding of content’s role, how people interact with it, and the best ways to promote it changes from year to year, just like our understanding of some scientific topics.
Certain elements of successful content don’t change:
A consistent publishing schedule counts — and quality content that’s reader-focused always wins.
These are like the moving parts of an engine.
But what’s working well looks different from year to year. The tools may morph and change. Smart marketers stay on top of the trends and techniques.
What’s delightful about this …
The good news? Not everyone is willing to stay educated about what works.
You’re here, reading Copyblogger, so I know you’re different. You’re willing to put in the time and effort to learn what’s working now. (More on taking this to the next level at the end of this article.)
3. You can’t just push a button to create content
Don’t get us wrong. There are tools that make the content marketing process easier. Way easier.
But you still have to put in the thought, the time, and the effort.
You create content and put it out there. You pay attention to your results. You do more of what works and less of what doesn’t. Sometimes you need to try several approaches before you gain traction.
What’s amazing about this …
The good news is that if creating effective content were as easy as pushing a button, everyone would be doing it and you’d have a lot more competition.
Here at Copyblogger, we started helping you build your online authority in 2006. Ten years later, we’re still here, bringing you what actually works week after week.
Why picky readers will be your salvation
As online content consumers, we’re not willing to eat junk all day. We want high-quality content that offers a clear benefit in exchange for our time — content that’s easy to read and easy on the eyes.
And we’re getting pickier all the time.
And that, dear Copyblogger reader, is the most excellent news of all.
Want more advanced content marketing education?
Copyblogger’s advanced content marketing training program is called Authority.
Authority is like Copyblogger amplified.
- We have weekly multimedia sessions (video, audio, transcripts) that bring you the latest content marketing strategies, tools, and approaches.
- We show you how to build a memorable online presence that builds your business.
- In our private members-only forum, you can get your questions answered by members of the Copyblogger editorial team and your fellow Authority colleagues.
Reader Comments (22)
Hi Pamela,
Nice post! I agree with you on the whole persistence and hard work thing. Most people don’t have those 2 things in order to build online authority. I myself have experienced those things before :), and I hope I can learn from it and continue my hard work!
Thanks again for this post! Shared it on Twitter 😉
Sincerely,
Iqbal
Iqbal, thanks for sharing!
Persistence and hard work aren’t very glamorous, but when we commit to them our authority grows. It’s not easy but it works.
Pamela, what an article, great solid advice, in a form of concentrated and digestible doze for any blogger or content marketer to be more precise.
Yes, the noise has increased but there is always a demand for pure, clear and quality information to serve the readers. I would have really loved if you had said how long it takes to build an authority but you nicely didn’t. I fully appreciate that there is no easy answer to that. For those who are reading, if there is one key take away from this article, that will be “be persistent”.
Thanks again.
I have one site where I worked hard on it for years. I’m grateful for that because my articles from years ago have authority in the search engines and bring me a constant stream of visitors/leads. It does make me smile. 🙂
But, for the past few months, I haven’t been very consistent on that site as I’ve been busy with ghostwriting, and I’m also grateful for that! Why? This past weekend I had a problem with my site and I had to restore to my last backup, which was 97 days ago! Thank god I didn’t have 97 days worth of articles lost. Although, I did lose some really good content that I worked hard on.
The big lesson I learned is creating consistent and good content is great for business, but if you don’t backup your site and lose it all, it’s all for nothing.
Oh Kari, I’m so sorry to hear that. ðŸ™?
Thanks for posting about it here, though. Who knows how many people you’ve helped by sharing that experience?
Hi Pamela!
Thank you for this article! I loved the way you swerved our perspective from the grim and hopeless journey to one that is full of opportunities.
Granted, nothing comes easy. Those who triumph have always been those who stuck around with their eyes laser focused on the target. Not many can endure the long, but those who hold on were never disappointed.
Thank you, once again, Pamela. 🙂
You’re welcome, Vicky. Thanks for your comment!
“Discernment” is an excellent word.
Once upon a time, my biggest customer wrote blog posts for their customers. As I edited them daily, it occurred to me that we’d long since reached the point of shallow content and repetition, presumably targeted at bots and search engines that lacked in human discernment. They’ve since drifted away from that volume, which is fine by me.
I’ve shared this article because I’d like to see all bloggers show that level of discernment. Plus, of course, sharing the good stuff makes me look like a great guy. I have discernment too. Sometimes I even use it.
Thank you, Michael!
I’m glad content is changing. It’s because people are changing. More people realize that posting to create volume isn’t the same as posting for engagement (the proper goal). Now, if only the social tools would keep this in mind. Just the other day, I asked LinkedIn support (twitter) if they were throttling views (a la Facebook) as many stats have been dropping alarmingly since September. They claimed not…. yet when a group of LinkedIn users with many thousands of connections liked, shared and commented on each others’ posts, they didn’t see any real boost at all. #whatsupLinkedIn?
Excellent article Pamela.
The point that really resonated with me was the mere fact that building authority online takes time. So much truth in that statement.
I have been writing my current blog for just 2 years now and I have seen people fall off the content creation wagon within a year or so of them starting – they did not give themselves the time they needed to succeed !
Here’s to keep the fire lit no matter what happens.
Enjoy the rest of your day.
Gee,
It’s pretty amazing what pure persistence will get you. When I first started online, there were a lot of people I perceived as competitors. Most of them have moved on to something else now.
Stick with it and good luck!
This couldn’t not have come at a more perfect time. This completely reinforces what I’ve been telling people who feel like giving up. Change, experiment, learn your audience and most importantly stick with it. Perfect resource for reinforcement and education. Thank you!
So glad to hear it resonated, Kris. Thank you!
Great post!
Consistence, persistence and time- three of the pillars of success. My biggest problem was (and still is) developing the patience to keep working and not expect immediate results. Great content and a great audience takes time and effort to develop and I really needed to be reminded of that this morning.
Thanks for an incredible post, Pamela.
Sophia, thanks for letting me know it was helpful. It’s something we all have to be reminded of every so often.
Helpful article, Pamela. As a long time blogger, I agree that success takes time and that the rules are constantly changing. If I ran the same content as I did in 2005, when I started, my blog would be delisted in five minutes. Social media as we know it now didn’t exist then (remember MySpace 🙂 ). It was all about linking and how much you wanted to pay to have someone link to you. I cringe at the thought of that linking strategy now, but that was the way things worked in the early days. Thankfully Copyblogger has been updating us for over ten years on the proper strategies for success. I appreciate the 2016 update!
John, you’re welcome! Things really have changed … and a lot has stayed the same. Knowing the difference is where it gets interesting. 🙂
Pamela, terrific post. True persistence is key, but equally, if not more importantly, is the ability to generate quality content consistently: Original thought, well researched content, clear business cases, creative and confidence in your own voice go along way. The trick is combining quality with persistence. Any magic formulas?
Hi Debbie,
This is going to sound strange, but I think persistence is the answer. If you keep at it, and continue to learn and practice, the quality of your work should improve.
And of course, keep reading Copyblogger. We’re here to inspire you!
It really takes time. Managed to increase authority of my domain only by 2 points in one month :)) . A lot of time.
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