Every one of us marketers is a dirty sinner. Most of us are only committing little white sins, but some are hardcore deadly sinners. Now that content marketing has become so popular, the amount of lost souls is rising. This doesn’t have to be the case. This Slideshare is a guide on how to avoid the worst sins in content marketing. The majority of the offences emerge from PRIDE so we start are journey there. Dive in to this Slideshare, not in to purgatory. Remember to share this to fellow marketers – we don’t need any more causalities and lost souls.

1. 7DEADLYSINS
contentmarketing
of
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2. 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.
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

3. Lets plunge in with the worst of the
bunch. The original and most serious
of the deadly sins.
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY
PURGATORY
There 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

4. PRIDEsuperbia
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

5. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

6. Content marketing is all about focusing
on the customer.
Content must be informative, aiding,
problem solving, entertaining, valuable
and relevant to the audience.
PRIDE
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

7. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

8. 1 000 000
Based on nearly
the most shared blog posts contain the words
“you” or “your” and promise the readers
something.
HEADLINES
PRIDE
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness Source: OkDork

9. LUSTluxuria
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

10. An intense and uncontrolled desire.
noun ˈləst
SIN DEFINITION:
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY
LUST
@karlfiltness

11. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

12. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

13. 12 x
LUST
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY
Marketers that track inbound ROI are
more likely to see ROI increase!
Source: Hubspot@karlfiltness

14. GLUTTONYgula
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

15. The overindulgence and overconsumption of
anything to the point of waste.
nounˈglət-nē, ˈglə-tə-nē
SIN DEFINITION:
GLUTTONY
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

16. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

17. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

18. 70 %
Up to
of content is never used.
Not even your own employees feel that the content is relevant:
GLUTTONY
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness Source: Sirius Decisions

19. SLOTHacedia
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

20. Spiritual and physical laziness.
noun ˈslȯth, ˈslōth
SIN DEFINITION:
SLOTH
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

21. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

22. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

23. 82 %
Your efforts will pay off:
of marketers who blog DAILY say they
acquire customers from their blog.
SLOTH
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness Source: Jones PR

24. 57 %
If that is too much:
of marketers who blog MONTHLY say they
acquire customers from their blog.
SLOTH
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness Source: Jones PR

25. GREEDavaritia
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

26. An inordinate desire to acquire or possess more than
one needs.
noun ˈgrēd
SIN DEFINITION:
GREED
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

27. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

28. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

29. The most effective social platforms according to marketers are:
GREED
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY
55%63% 48%
LINKEDIN TWITTER YOUTUBE
@karlfiltness Source: CMI

30. WRATHira
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

31. Inordinate and uncontrolled feelings of hatred and
anger.
noun ˈrath, ˈrȯth
SIN DEFINITION:
WRATH
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

32. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

33. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

34. of the top 10 000 most shared articles across
the web included positive emotions (awe,
laughter and amusement).
57 %
WRATH
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness Source: Huffington Post

35. 7 %contained negative emotions.
WRATH
Only
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness Source: Huffington Post

36. ENVYinvidia
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

37. Discontent and desire towards someone's traits,
status, abilities or rewards.
noun ˈen-vē
SIN DEFINITION:
ENVY
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

38. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

39. 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
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

40. ENVY
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY
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

41. PURIFICATION
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY@karlfiltness

42. 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.
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY
But whatever the outcome never let
enter your mind or heart.
@karlfiltness

43. PRESSSHARE
If this helped banish your sins
KARL FILTNESS
PRIDELUSTGLUTTONYSLOTHGREEDWRATHENVY
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