7DEADLY SINScontent marketing

of

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

DIRTY SINNER

Every one of us marketers is a

Source: Gallup

Marketers are one of the least likeable professionals – barely beating car sellers,

but trailing lawyers and bankers.

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

Lets plunge in with the worst of the bunch. The original and most serious

of the deadly sins.

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY

PURGATORYThere is still hope and all marketers can avoid

if we don’t commit the cardinal sins of content marketing.

THE SIN THAT IS THE SOURCE OF THE OTHERS

@karlfiltness

PRIDEsuperbiaPRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

Believing that you are essentially better than others, failing to acknowledge the accomplishments of others and excessive admiration of yourself.

noun \ˈprīd\

SIN DEFINITION:

PRIDE

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

Content marketing is all about focusing on the customer.

Content must be informative, aiding, problem solving, entertaining, valuable and relevant to the audience.

PRIDE

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

PRIDE

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

1 000 000Based on nearly

the most shared blog posts contain the words “you” or “your” and promise the readers something.

HEADLINES

PRIDE

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness Source: OkDork

LUSTluxuriaPRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

An intense and uncontrolled desire.

noun \ˈləst\

SIN DEFINITION:

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY

LUST

@karlfiltness

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.

LUST

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

LUST

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

12 xLUST

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY

Marketers that track inbound ROI are

more likely to see ROI increase!

Source: Hubspot@karlfiltness

GLUTTONYgula

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

The overindulgence and overconsumption of anything to the point of waste.

noun\ˈglət-nē, ˈglə-tə-nē\

SIN DEFINITION:

GLUTTONY

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

GLUTTONY

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

Read the amazing Neil Patel’s great guide on creating better blog posts.

NEED HELP?

GLUTTONY

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

70 %Up to

of content is never used.

Not even your own employees feel that the content is relevant:

GLUTTONY

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness Source: Sirius Decisions

SLOTHacediaPRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

Spiritual and physical laziness.

noun \ˈslȯth, ˈslōth\

SIN DEFINITION:

SLOTH

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

SLOTH

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

SLOTH

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

82 %Your efforts will pay off:

of marketers who blog DAILY say they acquire customers from their blog.

SLOTH

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness Source: Jones PR

57 %If that is too much:

of marketers who blog MONTHLY say they acquire customers from their blog.

SLOTH

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness Source: Jones PR

GREEDavaritiaPRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

An inordinate desire to acquire or possess more than one needs.

noun \ˈgrēd\

SIN DEFINITION:

GREED

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

GREED

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

GREED

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

The most effective social platforms according to marketers are:

GREED

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY

55 %63 % 48 %LINKEDIN TWITTER YOUTUBE

@karlfiltness Source: CMI

WRATHira

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

Inordinate and uncontrolled feelings of hatred and anger.

noun \ˈrath, ˈrȯth\

SIN DEFINITION:

WRATH

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

WRATH

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

WRATH

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

of the top 10 000 most shared articles across the web included positive emotions (awe, laughter and amusement).

57 %WRATH

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness Source: Huffington Post

7 %contained negative emotions.

WRATHOnly

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness Source: Huffington Post

ENVYinvidiaPRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

Discontent and desire towards someone's traits, status, abilities or rewards.

noun \ˈen-vē\

SIN DEFINITION:

ENVY

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

ENVY

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

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.

ENVY

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

ENVY

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY

82 %of marketers are struggling at creating more engaging high quality content.

So no need to be envious. You are hardly alone!

@karlfiltness Source: CMI

PURIFICATIONPRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY@karlfiltness

PRIDE

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.

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY

But whatever the outcome never let

enter your mind or heart.

@karlfiltness

PRESS SHAREIf this helped banish your sins

KARL FILTNESS

PRIDE LUST GLUTTONY SLOTH GREED WRATH ENVY

We must save the souls of other marketers too!

TOP 100 content marketing influencer 2015. Getting my paycheque as a content munching and

data crunching Content Manager at Descom.

Icons made by Freepik@karlfiltness