Articles That Convert: How to Escape Content Marketing Noise

Articles are the lifeblood of content marketing, but are they actually converting? Shockingly, less than 30% of published content generates more than 10 shares. Are you creating noise or actually driving results with your articles?

The Shareability Struggle: Why Aren’t Your Articles Getting Traction?

According to a recent industry report, only 27% of marketers consider their content marketing efforts “very successful.” [Content Marketing Institute](https://www.contentmarketinginstitute.com/research/b2b-content-marketing-research/) That’s a sobering statistic. It means that the vast majority of content being produced – blog posts, white papers, e-books, and yes, even articles – is failing to truly resonate with its intended audience. We pour hours into crafting what we think is valuable content, only to see it languish with minimal engagement.

I had a client last year, a local Atlanta law firm specializing in personal injury. They were churning out blog posts like crazy – “What to Do After a Car Accident,” “Understanding Georgia’s Negligence Laws,” the usual stuff. They were frustrated because their website traffic wasn’t increasing and they weren’t getting more clients. The problem? Their articles were bland, generic, and offered no real insight. They were simply regurgitating information already available everywhere else.

The Backlink Bonanza: Long-Form Content Rules

Here’s a data point that should grab your attention: Long-form content (articles exceeding 3,000 words) generates an average of 3.5 times more backlinks than shorter pieces, according to research from Backlinko. Why? Because long-form content allows you to delve deeper into a topic, provide more comprehensive information, and establish yourself as an authority. More backlinks, of course, translate directly into higher search engine rankings.

Think of it this way: a short blog post might touch on a few key points, but a well-researched, in-depth article can explore every facet of the subject, answer every conceivable question, and provide actionable advice. It becomes a valuable resource that other websites are more likely to link to.

We’ve seen this firsthand. At my previous firm, we conducted an experiment where we took a series of short blog posts and combined them into a single, long-form article. We updated the information, added new research, and made it as comprehensive as possible. Within three months, the long-form article was generating significantly more organic traffic and backlinks than the original blog posts combined. To really boost your authority, consider how to build your marketing reputation.

The Freshness Factor: Content Decay is Real

Content decay is a real thing. An article published today might be relevant and engaging, but in six months, a year, or two years, it could be outdated, inaccurate, or simply no longer relevant. This is especially true in the fast-paced world of marketing, where trends and technologies are constantly evolving.

According to HubSpot, updating old blog posts with fresh data and insights can increase organic traffic by over 100% within six months. That’s a huge return on investment. Instead of constantly churning out new content, consider revisiting your existing articles and giving them a refresh.

I recommend setting up a content audit schedule. Every quarter, review your top-performing articles and identify any that need updating. Add new data, examples, and insights to keep them fresh and relevant. This is particularly important for articles that cover topics related to Google Ads, Meta Ads Manager, or other platforms that are constantly changing their features and algorithms. For instance, Google Ads recently updated its Performance Max campaign reporting to include more granular data on customer acquisition costs. An article that doesn’t reflect that change is already outdated.

The Authority Advantage: Demonstrating Expertise Matters

In the age of AI-generated content, demonstrating expertise and authority is more important than ever. Google’s algorithms are increasingly sophisticated at identifying and rewarding content that is created by knowledgeable and trustworthy sources. Simply regurgitating information from other websites is no longer enough. You need to provide original insights, share your own experiences, and demonstrate that you truly understand the topic you’re writing about. For example, you could share your thought leader secrets.

But how do you do that? Start by citing your sources. If you’re referencing a statistic, study, or report, link to the original source. This not only adds credibility to your article but also helps your readers verify the information for themselves. Second, share your own experiences. Don’t be afraid to talk about your successes and failures. This will help you connect with your audience on a personal level and establish yourself as a trusted advisor. Third, provide actionable advice. Don’t just tell your readers what to do; show them how to do it. Provide step-by-step instructions, examples, and templates that they can use to implement your advice.

The Conventional Wisdom I Disagree With: Quantity Over Quality

Here’s a controversial statement: I believe the conventional wisdom that you need to constantly publish new content to stay relevant is wrong. Yes, consistency is important, but quality trumps quantity every time. Churning out mediocre articles just to meet a publishing schedule is a waste of time and resources. It’s far better to focus on creating fewer, higher-quality articles that provide real value to your audience.

Think about it. Would you rather read ten short, generic blog posts, or one long, in-depth article that answers all your questions and provides actionable advice? I know which one I’d choose. Are you making these marketing articles mistakes?

This isn’t to say that you should abandon your content calendar altogether. But it does mean that you should prioritize quality over quantity. Instead of trying to publish an article every day, focus on creating one or two truly exceptional articles per week. And don’t be afraid to repurpose your existing content. Turn a long-form article into a series of social media posts, or create a video based on one of your blog posts. The key is to get the most mileage out of your best content. If you’re looking to double video engagement, that could be a great option.

For example, a law firm could take a detailed article about O.C.G.A. Section 34-9-1 (Georgia’s workers’ compensation law) and create a series of short videos explaining different aspects of the law. They could then share those videos on social media and embed them in the original article. This would not only make the article more engaging but also help the firm reach a wider audience.

Ultimately, the goal of content marketing is not just to generate traffic, but to generate leads and drive sales. And that requires creating content that is not only informative but also persuasive. So, focus on creating articles that are well-researched, well-written, and provide real value to your audience. If you do that, you’ll be well on your way to achieving content marketing success.

Stop chasing vanity metrics and start focusing on creating articles that drive real results. Revisit your content strategy today and identify one underperforming article you can revive.