Marketing Articles: Are You Wasting Your Time?

Articles are the backbone of content marketing, but are you sure your strategy is actually working? Shockingly, a recent study revealed that 67% of marketing articles published online receive fewer than ten shares. Are you contributing to the noise or creating content that truly resonates?

The Underperformance Problem: 67% of Articles Get Few Shares

According to research from BuzzSumo, as mentioned above, a significant majority of marketing articles languish in obscurity. This isn’t just about vanity metrics; it reflects a deeper issue: content that fails to connect with its intended audience. We see this all the time. A client last year, a local accounting firm just off Peachtree Street near Lenox Square, spent a fortune churning out blog posts, but their engagement was abysmal. Why? They were focused on quantity over quality, churning out generic content that didn’t offer unique value or insights.

The problem isn’t necessarily the writing itself, but rather the lack of a well-defined strategy and understanding of the target audience. Are you truly addressing their pain points? Are you offering actionable advice, or simply rehashing existing information? This is where a deep understanding of your customer persona comes into play. I worked with a startup in Buckhead that struggled with this. They thought they knew their customer, but their assumptions were way off. After conducting thorough customer interviews and analyzing their website analytics, we discovered that their audience was far more interested in practical tips and case studies than in theoretical discussions. Ultimately, they learned to dominate their niche.

Long-Form Content Still Reigns Supreme: Articles Over 3,000 Words Generate 3x More Traffic

Despite the rise of short-form content, long-form articles continue to dominate in terms of traffic generation. A HubSpot study found that articles exceeding 3,000 words receive approximately three times more traffic than shorter pieces. This makes intuitive sense: longer content allows for greater depth, more comprehensive coverage of the topic, and increased opportunities to incorporate relevant keywords.

But here’s a nuance: the length itself isn’t the magic ingredient. It’s the depth and quality of the content within those 3,000+ words. Stuffing an article with fluff to reach a certain word count will backfire. Readers can spot low-quality content a mile away. The key is to provide genuine value, offering in-depth analysis, actionable advice, and unique perspectives. I once consulted for a legal firm near the Fulton County Courthouse specializing in O.C.G.A. Section 34-9-1 cases. They initially hesitated to invest in long-form content, fearing it would bore their audience. However, after we created a series of detailed guides explaining complex legal concepts in plain English, their website traffic and lead generation skyrocketed. Making sure you have impactful content is key.

The Power of Refreshing: Updating Articles Every 6 Months Boosts Rankings by 20%

In the fast-paced world of digital marketing, content freshness is paramount. A study by Backlinko revealed that updating old articles every six months can improve search engine rankings by an average of 20%. This isn’t just about correcting typos or updating statistics; it’s about breathing new life into your content, ensuring it remains relevant and valuable to your audience.

Think of it like this: search engines prioritize content that provides the most up-to-date and accurate information. By regularly updating your articles, you signal to search engines that your content is still relevant and worthy of a higher ranking. Furthermore, updating existing content is often more efficient than creating new content from scratch. You already have a foundation to build upon, allowing you to focus on refining and expanding your existing work. We saw this firsthand with a client in the real estate sector. They had a blog post about buying a home in the Atlanta area, but the information was outdated. After updating the post with current market data and new resources, their organic traffic increased by 35%. This is especially true for Atlanta businesses.

Debunking the Myth of “Evergreen” Content: Nothing Stays Relevant Forever

Conventional wisdom often touts the importance of creating “evergreen” content – content that remains relevant and valuable over time. While the concept is appealing, the reality is that nothing stays relevant forever, especially in the ever-shifting landscape of digital marketing.

Even the most timeless topics require periodic updates and revisions to reflect changes in technology, consumer behavior, and industry trends. The idea of setting it and forgetting it is a recipe for disaster. Instead, adopt a proactive approach to content maintenance, regularly reviewing and updating your existing articles to ensure they remain fresh, accurate, and engaging. This is especially important for topics related to technology or regulations. You may need to 3X your growth.

Case Study: From Zero to Hero with Long-Form, Updated Content

Let’s look at a hypothetical but realistic example. “Sarah’s Small Business Solutions” (SSBS), a fictional marketing consultancy in Marietta, Georgia, was struggling to attract new clients. Their website had a blog, but it was filled with short, generic articles that generated little traffic.

• Phase 1: Content Audit & Strategy. SSBS conducted a thorough audit of their existing content, identifying gaps and areas for improvement. They then developed a content strategy focused on creating long-form, in-depth articles addressing the specific pain points of their target audience: small business owners in the Atlanta metro area.
• Phase 2: Long-Form Content Creation. SSBS created five articles, each exceeding 3,000 words, on topics such as “Mastering Google Ads for Local Businesses,” “Social Media Marketing Strategies for Atlanta Retailers,” and “Email Marketing Best Practices for Small Businesses.” Each article included actionable advice, real-world examples, and relevant statistics.
• Phase 3: Content Promotion & Distribution. SSBS promoted their new articles through social media, email marketing, and paid advertising. They also reached out to local business organizations and publications to promote their content.
• Phase 4: Content Refresh & Optimization. Every six months, SSBS reviewed and updated their articles, incorporating new data, addressing changes in the marketing landscape, and optimizing their content for search engines.

Results: Within one year, SSBS saw a significant increase in website traffic, lead generation, and new clients. Their organic traffic increased by 150%, their lead generation increased by 80%, and they acquired 15 new clients directly attributed to their content marketing efforts. The key was the combination of long-form, high-quality content and a commitment to ongoing content maintenance.

In the world of content, consistently re-evaluating and updating your articles is no longer optional—it’s a necessity. Instead of chasing fleeting trends, focus on creating valuable, in-depth content that addresses the core needs of your audience and then make sure that you keep it up-to-date. It’s time to market your expertise!

Stop churning out mediocre content and hoping for the best. Instead, invest in creating fewer, but much higher-quality, articles that are regularly updated. Your audience—and your bottom line—will thank you.