6 Great Content Writing Examples

Anyone who works in content marketing is used to encountering bad examples. You get better at noticing the stuff that doesn’t work when it’s your job to make stuff that does. Because we’re so used to seeing bad examples, it feels really good to encounter examples of content writing done right.

It can give is some inspiration in our work and, if we’re the target audience, be directly useful to us as well. To provide some of you with that feeling today, I’ve collected a few examples of great content writing I’ve encountered. Enjoy.

Great Business Blogging Examples

For most companies that do content marketing, blogging is the biggest part of the job. Blogs give you the opportunity to provide fresh, useful content to your audience on a regular basis and they’re one of the best tools you’ve got for SEO.

But they’re also hungry beasts that demand lots of work and never let you take a break. That’s caused far too many businesses to try to settle for lazy, cheap content on their blogs – or give up on them entirely within a few months of not seeing immediate results.

The brands that stick with it and provide consistently helpful and high-quality content are therefore in the minority.

HomeAdvisor

Homeowners tend to have a lot of ideas for projects they want to try and questions about how to handle everyday fixes. The Home Advisor blog HomeSource is packed full of answers and tips. The blog is a mix of practical tips like how to hire a good contractor or pack for a move, along with more fun topics like decorating your home and yard.

Probably the most common questions homeowners have are those about cost. Many people – especially new homeowners – simply don’t know what’s normal to expect a home repair or update to cost. In addition to the blog itself, HomeAdvisor therefore offers a True Cost guide to give you an idea of what your budget should be before you start a project, and help you rule out any contractors that charge outside of the norm. And since the company’s business model is based on matching homeowners with the people who do those sorts of projects, they of course offer a handy CTA on the same page to help you find relevant professionals in your area.

content marketing example

Rover

Rover’s got a bit of advantage over most businesses when it comes to their content. The company is all about pets (mostly dogs) – and we all know pet pictures are one of the most popular things on the internet. But in addition to taking advantage of the love people have for pictures of cute animals, the Rover blog Daily Treat also provides a lot of useful information on topics important to pet owners, such as training and safety tips and answers to pressing questions like “do dogs recognize us on a phone screen?” (if you have a dog, you’ve probably wondered).

blogging example
They’re one of the companies that can most successfully get me to click on a link in an email, because they do a great job of figuring out the things pet owners really do want to know.

Ehrlich

If you’re thinking “sure, their content’s good, but Rover has it so much easier than those of us doing marketing in areas less compelling than the cute dog industry,” here’s an example for you. The pest control company Ehrlich has a great blog, deBugged that provides lots of useful information about bugs and other creepy crawly-adjacent subjects.

Bugs aren’t a subject most of us go out of our way to do some reading on each day, but when you need to know how concerned you should really be about Zika virus or what to do about bed bugs, those posts will come in handy. And the rest of the time, you may find posts on topics like how long wasps live to be interesting as well. Like Home Advisor, they include CTAs at the end of their content where relevant so that person trying to figure out what to do about bed bugs knows who to call to help.

blogging example

 Great Examples of Longform Content

As content marketing is adopted by more and more businesses in all sorts of industries, finding a way to stand out is a challenge. One route many businesses are taking is creating content that goes more in depth. It takes more work, but if you can pack more of the information your prospects need into one longform piece rather than spreading it over a number of shorter pieces, many people will find that more helpful.

Freshbooks

Freshbooks’ target audience for their accounting software is small businesses and freelancers. That’s a group of people that thinks a lot about pricing – figuring out how to charge for your services in a way that works for you and your customers is a fraught subject.

In order to provide them information so useful it could stand out in the marketing crowd, they put together an ebook that tackled the subject of how to switch from charging hourly to project-based pricing. The 70-page book is structured like a conversation between two relatable professionals and lays out the case for a different approach to pricing that can help service-based small business owners make more.

The book got reviewed around the web and collected positive testimonials from a number of key influencers. Not bad in our world of content saturation.

longform content writing example

Moz

I mentioned content saturation before, but arguably the industry that has it the worst is marketing. Many of the earliest adopters of content marketing were marketing agencies and marketing software companies. Producing content about marketing that doesn’t repeat what’s been said before and manages to provide something truly useful is a huge challenge businesses face. But Moz is consistently good at it.

Any time I encounter someone looking to learn the basics of SEO, I send them over to the The Beginner’s Guide to SEO by Moz. It’s thorough, but manageable. It’s written in a way to be accessible to people new to the concept and it’s organized to make it easy to focus in on specific sections when you just need a refresher on, say, keyword research.

The guide was produced several years ago, but is updated regularly to make sure the information stays accurate. It’s been read over 3 million times and continues to generate new traffic for the site.

longform content writing example

Rodale’s

For people just getting started, gardening is both exciting and overwhelming. There’s a lot you need to know and figuring out both the answers to your questions and even what questions you should have can be challenging.

In addition to their usual helpful blog content, Rodale’s also provides some longform guides that help the people in their target audience – gardeners that care about the environment – learn all the most important basics to start out with.

Their Beginner’s Guide to Organic Gardening covers using seeds, using transplants, weeds, pest control, and basic gardening vocabulary. It ensures readers can go into their local nursery with all the 101-information covered.

longform content writing example

Content marketing is hard to do well, but seeing how other brands are pulling it off can help you to revisit your own strategy to consider ways to do better. Hopefully these examples will provide some inspiration for your own content writing.

 

7 Tricks to Always Have a Blog Topic Handy

blog topic ideas

If you have a blog, at some point you’ve hit up against the challenge of coming up with topics to write about. While you know that there’s no way you’ve covered every subject possible that’s related to your industry, sometimes you just can’t seem to think of anything new.

A successful blog strategy requires staying on top of this issue. Your aim should be to always have a list of topics you can turn to when it’s time to update the content calendar. And you definitely never want to find yourself scrambling for a topic with no good ideas right before it’s time for a new post to go up.

You can do better than that. Developing a few good habits can ensure you’re always prepared with an ongoing list of relevant topic ideas. These seven tips are a good start.

  1. Have a central place to keep a list of ideas and resources.

For every other step on this list to pay off, you have to take a second to jot down all the ideas you have as you go. And at least as importantly, you have to get them down somewhere that you’ll think to return to at the moment when you’re planning out your content calendar.

The place you choose to do that is up to you, but make sure you find somewhere consistent to regularly record your ideas where it’s easy to add to the list and make notes in the moment while the idea is fresh in your memory. This could be something as simple as a Word or Google document, or your list could live in a tool more designed for the purpose like Evernote or Trello.

Treat this as your central repository for ideas. Don’t be particular about what goes in. As with a brainstorming session, there are no bad ideas. An idea that you’re not sure is strong enough on its own for a blog post could later inspire you to think of a related topic that makes for great content. Any idea you have, throw in there. You can refine the ideas later when it comes time to put actual topics on the calendar.

  1. Always be researching.

This is good advice for life in general – we should all strive to be learning more as we go. When it comes to keeping your blog running smoothly though, research can play a key role in helping you generate topic ideas regularly.

Most good ideas in history have been built off of other ideas. What you read in another industry blog (or maybe even in the news or a magazine) can be the seed to a great blog post you write later.

Make research a part of your daily to-do list and always be on the lookout for ideas buried in the articles you read, videos you watch, and podcasts you listen to that you can build off of in your own content. You can save articles you see shared on social media for later with an app like Pocket, and you can add blogs and publications that consistently provide information you find valuable to an app like Feedly so discovering good articles on the regular is simplified.

The tools we have available should make it easy for you to always find new research materials to consume, which will in turn help you keep your list of ideas growing.

  1. Use keyword research to see what people are interested in learning.

Keyword research is one of the early steps in any SEO strategy, but it’s also an important resource for figuring out what people are talking and thinking about. A number of keyword research tools exist, including Google’s free Keyword Planner.

All of them can help you grow your list of topic ideas with the confidence that every idea you add to the list is something your audience cares about.

  1. Subscribe to relevant email lists.

Seek out every important and successful blog in your industry and sign up for their email list. The emails they send out will point you toward their content, which will keep you abreast of what your competitors are doing. Seeing what topics they focus on can serve as inspiration to help you come up with (different, but related) topics for your blog.

  1. Pay attention to Google Trends.

Wonder what people around the world are thinking about right now? Google doesn’t have to wonder, they know. Every search someone does in the search engine turns into data that they share with Screen Shot 2017-02-07 at 4.29.02 PMmarketers in a number of different forms. One of those is Google Trends.

You can see generally what people are thinking about. You can see the subjects that are most popular in different categories. And you can search specific terms to narrow down the data and see how popular that particular term is, along with a list of related terms people are searching for.

The more you explore in Google Trends, the more you gain a snapshot into what people are thinking about and looking for more information on. Not every trending topic will be relevant to your own blog, but finding those that are can give you great ideas that you know people are interested in.

  1. Hang out in relevant forums and social media groups.

The best way to find out what your audience cares about to is to hear it from them. That means hanging out wherever they are online. Look for forums, LinkedIn Groups, Twitter chats, and Facebook communities your audience is a part of. Follow relevant topics in Quora and pay attention to the questions people commonly ask.

Visit popular blogs with comment sections and read through them. When discussions get going, you’ll often find hidden gems of questions and comments that point you toward topics people want to know more about. The internet provides you with different opportunities and ways to listen, find and take advantage of them.

  1. Look for examples.

Is there something you’ve written about before that can be demonstrated with examples? For a lot of topics, it’s easy to find general advice and harder to find specific examples or case studies of how that advice plays out in real life. If you can fill in that gap, a lot of people will find it valuable.

Examples lend weight to what you’re saying and thus provide real, tangible value to your readers. It takes some work to put together blog posts that highlight specific examples of good advice in practice, but it’s a worthy topic category to tackle.

 

This list should keep the topics coming over time and ensure you consistently have a steady store of them to turn to whenever needed. When you have a long list of topic ideas to work with, your blog planning will run more efficiently and you’ll be able to consistently publish content that people are actually interested in.

 

The Path to Successful Content Promotion Is All About Relationships

As if creating high-quality content wasn’t already hard enough, content marketing doesn’t work anymore without a plan for relationshipspromotion. There’s simply too much content out there for you to trust that people will find yours if you don’t put some real effort into making their discovery of it easy.

Content promotion has become one of the most important components in content marketing success. But figuring out how to do it well is tricky.

You’ve got a few obvious places you can start:

  • You can make sure your blog posts are optimized for SEO.
  • You can push out your content on social media.
  • You can send your new content to people on your email list
  • You can pay for ads on social media or Google to get your content in front of new people.

All of those are useful and important tactics to help guide people to your content, but a lot of the most effective long-term methods for content promotion have one thing in common: they’re about building and leveraging relationships.

People who know and trust you are more likely to share your content.

In content, as in life, strangers are far less likely to care about or believe what you have to say than people that have had some past, positive experience with you. If anything, gaining trust is harder for a brand than a human stranger, since people know you have a (not so ulterior) motive: you want to sell something.

One of the most powerful ways to cut through that initial trust barrier is social proof. Your potential customers will always believe what a third party has to say about you before they’ll take your brand’s word on the subject. And that’s not just true when it comes to buying from you, it also influences how likely they are to click through to your content or care about what you have to say within it.

Think about it: if someone you follow on social media shares content by a brand you’ve never heard of with a resounding recommendation to check it out, how much more likely are you to click than if you see the same link in an ad?

For those people to share your content to begin with, they already have to have some relationship with your brand. Maybe they saw another friend share it, maybe they’re already a customer, or maybe they’ve been following your blog for a while – whatever the reason, their decision to share shows a level of trust that immediately makes others more likely to check your content out and consider your brand trustworthy.

Promoting others helps them self-promote.

The value of relationships in content marketing is behind the growth in influencer marketing. Mentioning relevant influencers in your content provides a reciprocal benefit. It makes them look good to be identified as an expert and it strengthens your content to have the insights of an influencer included.

More important, in terms of the theme of this post, when you include a quote or reference to an influencer in a way that makes them look good, the chances of them sharing your post with their network increases. It’s not guaranteed they will, but when promoting your content also means promoting themselves as well, a lot of people do.

If the person you highlight has a large audience of people that trust them, seeing that you have a relationship with them makes that large audience more prone to check you out and trust you.

How to Build Connections

As long as you’re a stranger, attempts to get an influencer or anyone else to pay attention to your content – even if it mentions them – will be an uphill battle. You have to put in the work of building those connections first.

While there are loads of ways to connect with people in the internet age, a few you might consider taking advantage of are:

  • Attend industry conferences. Conferences aren’t just good for checking out vendors and attending educational sessions, they’re one of the best opportunities out there for meeting other people working in your space. Go. Strike up conversations. Introduce yourself to anyone whose presentation impresses you. You’ll come away from the conferences with the beginnings of lots of new relationships.
  • Start doing more local networking. You can’t be at conferences all the time, but you can tap into the local community through networking events. Look into the relevant organizations and meetups available in your city, and get out there and start meeting people.
  • Conduct interviews. Interviews often strengthen content because you’re able to use the insights of other experts to lend weight to what you’re saying. Many people are willing to set up expert interviews because it gives them a chance to show their knowledge and reach a new audience as well. Once you’ve interviewed someone and used the knowledge they provided in your content, they now have a relationship to your brand.
  • Interact on social media. Reply to people’s tweets or Facebook posts. Share their content. Participate in Twitter chats or LinkedIn groups. Social media has vastly simplified the process of making connections with people in your industry. Use it.
  • Leave comments. A lot of people and businesses with blogs actually read and reply to comments. Leaving a thoughtful comment is a good way to get on their radar, especially if you do it more than once and interact with them in other ways on this list in the mean time.
  • Pitch guest posts. Guest posts can both be a way to promote your own brand (although not too directly, usually) and a way to create or solidify a relationship with another person or brand. If you do pitch a guest post, make sure you pay attention to any guidelines the blog has and pitch an idea that’s relevant to the blog’s audience. If you send a tone deaf pitch that shows you didn’t do basic research first, it will backfire.

How to Use Connections for Content Promotion

Once you’ve made enough of a connection, you’ll have a much easier time asking  people to help you out without crossing any lines.

As much as possible, look for opportunities to suggest mutually beneficial modes of promotion. That could mean hosting a webinar together, partnering to complete a research study with both your audiences combined, or featuring them as an expert in your blog posts.

Even once a relationship is established, aim to help them with promotion and engagement at least as much as you ask them to do the same for you.   It’s gotta go both ways or they’ll have little reason to continue the relationship and view it fondly.

 

Making connections has a tendency to pay off in ways beyond boosting your brand. You might make some real friends in the process. You’ll meet people you can learn from who have real insights to add to your life and your marketing efforts. Building relationships shouldn’t be all about content promotion, but it’s one of the best paths you can take to get there.

 

Why Your Content is Facing an Uphill Battle

Content marketing is no longer optional for businesses – at least not if you care about being mountainvisible and reaching customers on the web. But a lot of people doing it are struggling to see the kind of results they want.

If you feel like you’ve been putting so much time, money, and energy into content marketing without seeing much response, it’s not just you. For anyone starting content marketing now, and even most of those who got started in the in past year or two, you’re facing a challenge on par with scaling a mountain.

Moz research found that the vast majority of content businesses are publishing never gets shared or linked to at all. In a lot of cases, that’s probably because the content’s not all that good to begin with. But that’s not necessarily the case across the board. In our era of content saturation, good content gets ignored too.

The odds really are stacked against the average joe business trying to get noticed on the web with content.

That’s because, right now, content marketing success primarily falls to two categories of businesses:

  • The early adopters

    These are the guys that started content marketing over five years ago, sometimes over ten. They were the first in their space (or close to it) and created some of the cornerstone, established content that people in their industry have been looking to for years.

    Other influencers in the industry (and Google) all see them as an authority already. They can keep doing what they’ve been doing and it will keep working for them, but if you try to do the same, you’re starting out much further behind.

  • The businesses with the most money to invest

    ViperChill recently published an eye-opening post on the companies that dominate search. They found that just 16 companies – behemoths like Hearst and Time – own the vast majority of websites that rank for a wide range of lucrative keywords. From software to food to health and pretty much everything else you can think of, these companies claim most of the top spots in Google.

Why It’s So Hard to Outrank These Guys

The initial thought that inspired this post came from working on a recent post on how writers choose what websites to link to, which gave me cause to really think about my own research process when working on a post.

When I go looking for examples, data, relevant extra info to back my points up – I go to Google. The stuff that’s already showing up on page one and two is the stuff I’m most likely to click on and read, and therefore the stuff I’m most likely to link to within a post of my own. Is it fair? No. But how much work would I have to do to find your awesome post – even if it’s better than the stuff on page one – if it’s sitting on page 13?

That creates a cycle. The content that’s already doing well in search is the stuff I’m most likely to find and link to, which keeps it high up in the search. And as the ViperChill article makes clear, since many companies are using their high-authority websites to link to their new websites, the new sites with the best chance of breaking that cycle are those that already have an unfair advantage.

What Can You About It?

It’s good to know what you’re up against to keep your expectations realistic, but that’s no reason to revel in doom and gloom. Plenty of adventurous people actually do manage to scale mountains – but only with the proper preparation and plan.

Content marketing is hard, much harder than it used to be. But that doesn’t mean your case is hopeless and it’s better not to try.

Commit, all the way.

First off, you can’t just throw up a blog, put together some haphazard content once a week, tweet here and there and think that’ll work for you. If you’re going to get anything out of content marketing you have to make a real commitment to doing it right.

That means:

  • Taking the time to understand your audience and develop a strategy based on what they care about and need.
  • Being consistent with your content production. Don’t overdo it in the beginning, get burned out, and let it dwindle to almost nothing. Figure out what you can do realistically and stick with that.
  • Don’t just produce content. That’s not all content marketing is. Do the work to get your content in front of people and stay connected with those people once they find you.

Promote.

Publishing relevant content was once enough for those early adopters, but if you don’t fall into that category, it’s not enough for you. You need to do the extra work of promoting your content to help get it in front of people.

At this point in the game, a lot of your best promotion options will mean spending some money or committing some serious time. That could mean buying social media ads, trying paid distribution platforms, or putting in the work (or hiring someone) to help you land some big guest posts that will get you attention.

You’ll have to do some testing to figure out what types of promotion work best for your content and audience. Whatever form it takes, promotion needs to be an important part of your content strategy.

Target and interact with influencers.

When you look at those early adopters, you shouldn’t just see the people that were lucky to get on the bandwagon early, you should see potential contacts that may be able to help you. Work to get on their radar.

Interact with them on social media. Comment on their blog. Go to conferences or networking events they may be at. Share their content.

One of the best ways to make the kinds of valuable connections online that lead to a larger reach and more links is to actually make connections with the people behind those websites and links. Don’t be creepy or demanding. But do let them know you’re paying attention to their work and appreciate it.

Over time, those interactions could lead to an actual relationship, a guest post on their blog that drives traffic to your website, or a tendency to share your stuff (now that they know it exists).

Expect to play the long game.

Even if you do everything right, it takes time to build up authority. Don’t expect any one thing you do to be the magic bullet that launches you to visibility online. You have to do a lot of different little things and keep doing them for a while.

Pay attention to what’s working as you go so you can tweak your strategy over time. And don’t get discouraged and drop everything when you don’t see results right away. You’ll just end up that much further behind when you decide in a year or five that actually you should have stuck with this content marketing thing after all. Better to stay on top of it now.

Don’t set all your store on Google.

Google matters in online visibility. Of course it does. But it shouldn’t be the end all be all of your marketing plans, if for no other reason than that, right now, it’s out of reach for a lot of businesses – at least if you’re interested in keywords that are at all competitive.

Focus on reaching people through whatever other channels you can find. As more people find and trust you through other places, over time you may find your authority in Google growing. But by then you won’t be dependent on Google anyway.

8 Ways to Lose a Link

Content marketing means creating content with a purpose. For every piece of how to lose linkscontent you create, you should have a specific goal (or usually, several) in mind that you want it to achieve.

If you care at all about SEO – and I’m not sure I’ve met a content marketer that doesn’t – then one important goal you should have for blog posts is earning links. While the factors Google uses to determine search rankings are complicated, backlinks (quality ones, in particular) are still arguably the most important factor.

And one of the biggest factors involved in earning links is appealing to writers. We’re the ones who do most of that linking.

Let me assure you that we’re not spending our days considering whether or not we’ll make or break brands in our decisions about what to link to in our articles. We’re just trying to write the best, most useful content for our clients and their readers.

We’re not thinking about you, but you can benefit from thinking about us and understanding what goes through our heads when we decide whether or not a piece of content we come across is worthy of that link.

Just like anyone, we have our standards and pet peeves – sins that will make us immediately click off a page and refuse to consider it a worthy authority for our readers. To help you avoid inadvertently losing out on a link, I surveyed a few colleagues to better understand what makes all of us tick and decide a link is not worthy of our love.

8 Sins to Avoid if You Care About Building Links

1.    A bad website design

If your website looks like it was built in 1999 and hasn’t had an update since, it won’t look authoritative to me (or any of your other visitors). I’m not the only one who feels this way, Content Strategist and Author Leah Levy told me “I wouldn’t link to a piece if the site looks spammy — that is, it has an outdated design.”

“Spammy” is about the last word you want people to use to describe your website or content. The quality of the content itself won’t matter much if it lives on a website that looks so cheap and old that no one can get past the design.

As Linda Dessau, the founder of Content Mastery Guide, put it “Since a link is an endorsement, I steer clear of sites that look outdated or unprofessional. I want to be associated with people and businesses that have a polished and professional image.”

2.    Sloppy writing

Part of our job is paying attention to things like spelling, word choice, and sentence structure. When we encounter something that’s sloppily written or riddled with typos, you can bet we notice.

Linking to something that clearly no one bothered to proofread would make me look bad. If you can’t be bothered to take the time to read over your blog posts (or hire someone to do so) to make sure they make sense and don’t include any embarrassing errors, then writers won’t bother to share or link to them.

And it’s not just about writers nitpicking, sloppy writing makes you look untrustworthy. Leah agrees, she told me, “I wouldn’t link to anything with clear spelling or grammatical errors (nor would I trust it).”

3.    Bad UX

A good website design isn’t just about making sure you don’t look stuck in the 90’s, you also want to make sure people find your site easy to navigate and pleasant to be on.

Unfortunately, many businesses are callously sacrificing good UX in attempts to get more email sign ups and clicks. Pretty much anyone you talk to will have their opinions on what makes for bad UX (although not everyone would know to call it that).

For me it includes pop ups that block out the text and blog posts split needlessly between several pages when they could all be on one (slideshow posts are notorious offenders). I’ll put up with a certain amount of that on sites that are established enough or if the content is really useful. Normally though, I click away and find something else.

Freelance writer Susan Johnston Taylor has her own list of UX dislikes: ““If a site is littered with Google ads, broken links or typos, it doesn’t seem very credible.

As does writer and editor Christine Moline of Jane Doe Ink, who told me, “I wouldn’t link to a poorly organized post or any pages cluttered with ads.”

Linda added a couple more issues to the list: “I screen for overly aggressive or annoying pop-ups, sites that are slow to load or aren’t mobile-friendly.”

All told, different descriptions of bad user experience accounted for the most common answer I received from writers.

Just to reiterate, the final list of UX issues that will make writers click away comes to:

  • Annoying pop ups
  • Articles split into too many pages
  • Lots of ads
  • Broken links
  • Slow loading times
  • Sites that aren’t mobile friendly

If you’re prioritizing getting email sign ups or ad money over the experience visitors will have on your website, know that may be costing you links.

4.    Overly promotional content

When you’re paying for content (or investing a lot of time in it), it’s hard to set aside the idea of promoting yourself. I get it. You want a direct payoff for what you put into it.

When you make your content all about you though, it makes it come off as less trustworthy.

I head from multiple writers that overly promotional content was a no-no in their linking choices, but writer and content maven Phaedra Hise had the most to say on the subject: “I don’t link to anything that’s too promotional. I’m really picky about that – if it’s too promotional I might even link to it as an example of what NOT to do, but usually I don’t even like to give that kind of publicity.”

I mean, links are nice, but you don’t want to get one by becoming a writer’s example of what not to do.

5.    A statistic without a link or citation

None of the other writers mentioned it, but this is one of my personal rules. If your article mentions a statistic without telling me where it’s from, you will immediately lose my trust.

The thing is, many of us think we know statistics we don’t. I’ve come across the same statistic casually mentioned in article after article that I’ve never been able to track down to a source.

Sometimes the source is a research report that costs hundreds of dollars, so I understand if not every statistic can be easily linked to. But make sure you let me know which report that costs hundreds of dollars it’s from so I’m willing to at least take your word that it’s real.

I can only speak for myself on this one, but if you ever want a link from me, make sure you cite your sources.

6.    Outdated information

A lot of industries move fast. If your blog post from three years ago says something that’s no longer true, then it’s losing value in the link economy.

Says Susan, “If a post is several years old or clearly references outdated information, I’d try to find a more recent post to make sure I’m linking to something that’s still current.”

That doesn’t mean your old posts are useless, just that you should make a project out of updating them now and then. In particular, any posts you have that are popular and bringing in traffic now should be revisited so you can see if there’s a good opportunity to update any of them for accuracy.

7.    Lack of authenticity

This relates somewhat back to overly promotional content, if you come off like you’re trying too hard or acting like something you’re not, people will notice.

Barry Feldman, founder of Feldman Creative put it at the top of his list of things he won’t link to: “Posts lacking personality. I think you can offer a lot of knowledge, but I’d rather not align my brand with yours if it’s boring. And that represents 90% of content marketers, sorry to say.“

The good news is that if 90% of marketers are doing it wrong, then bringing some real personality to your writing is a good way to differentiate yourself.

On a related note, Carol Tice, author of the recent ebook Small Blog Big Income and the blog Make a Living Writing , cited one of her biggest dealbreakers as when “the blog author is pretending to be an authority when they really just started doing the thing they write about.

There’s a definite value to positioning yourself as a thought leader or expert – but only if you have the knowledge and experience to back it up.

8.    Moral reputation

Carol had another big sin that she mentioned: “I won’t link to posts on the Huffington Post due to its policy of not paying writers, since I am an advocate for fair writer pay.”

She’s the only one of the writers I talked to that mentioned this particular point, but I suspect we’ve all shied away from visiting or linking to a website if we know the brand represents something we disagree with.

Be careful what you stand for and how you treat your employees and contractors. If you gain a reputation for being about something that many writers don’t agree with, they’ll be quick to find another resource to go with instead.

Conclusion

To summarize, the eight deadly sins that will lose you links are:

  • An outdated website
  • Sloppy writing and typos
  • A bad user experience
  • Being overly promotional
  • Not citing your sources
  • Letting your content become outdated
  • Not being authentic
  • A bad brand reputation

Avoiding these things obviously doesn’t guarantee you links. We’re still going to seek out the resources that are most valuable to our readers and relevant to the subject we’re talking about. That may be your links; it may be those of another business or publication. But if you’re guilty of one of these eight sins, then even if your content is useful, there’s a good chance we’ll look for another resource to use instead.

If you want to appeal to the people doing the writing, then take heed. Producing valuable content is one part of the puzzle, avoiding the errors on this list is another.