Marketing has changed a lot, even just in the last few years. Nowhere is this more apparent online, where search and social algorithms are continually being updated.
Does this mean that certain marketing techniques aren’t worth doing anymore? The answer is, “it depends.”
Certain marketers and experts have advised us to stop using some of the following techniques. And yet, with a few simple adjustments, they can still get results.
Here are several controversial marketing techniques that maybe aren’t as bad as we once thought.
1. Content Syndication
People freaked when they heard Google was penalizing websites for duplicate content. Well, they didn’t hear right.
It’s not that you’ll be penalized for duplicate content, it’s just that Google won’t know which version of the page to rank and give link juice to unless you send them the right signals. Using the rel=canonical tag with your links can solve this issue.
It makes sense when you think about it – when you write content, you own that content (unless it was first published in another blog or publication). Good articles can be – and often are – published in multiple locations. If you’re thinking about repurposing your articles for Medium, LinkedIn Pulse, and other publishing platforms, you can just let search engines know which to give the most juice to.
2. Auto-Posting To Social Media
Many marketers seem vehemently opposed to this strategy. If you’re using WordPress, several plugins will auto-post your latest blog posts to social media sites. You may have heard of Jetpack, for instance.
To be entirely fair, this isn’t the best way to engage your audience on different social networks. Ideally, you should customize your message and the appearance of your post to get the best results from that platform. For instance, Facebook seems to favor Live right now, so getting the message out via live streaming is your best option.
But unless you have the resources to go around to each social network letting people know you’ve got a new post, it’s an uphill battle to create a presence without some automation. Don’t go overboard, but don’t worry too much about auto-posting if you’re spending a good amount of time on each network that matters to your business.
3. Guest Posting
With Google’s Matt Cuts announcing the death of guest posting several years back, many were worried that this once useful strategy would no longer be viable.
That’s not what happened. What happened was low-quality content containing too many self-serving links was deprioritized. Guest posting is still an excellent way to get in front of your target audience and grow your following. Just remember to create quality content that doesn’t contain too many promotional links (blog owners tend not to like this anyway).
4. Article Marketing
Article marketing as we knew it only five or six years ago, doesn’t work as well as it once did. Marketers were building links to their site by submitting spun articles to sites like eZine Articles or GoArticles. Some of these sites have gotten swallowed up by larger sites, and some don’t even exist anymore.
It doesn’t mean you should throw out article marketing as a strategy entirely. Publishing great content to your site still works. You can also seek out guest posting opportunities, publish to Medium, LinkedIn Pulse, and so on. Jay Baer has also spoken about the effectiveness of atomizing content, and this is an excellent way to get more leverage from a single piece of content. Re-purposing content is efficient and effective.
5. Press Releases
Press releases were touted as being perfect for link-building only a few short years ago. While distributing press releases may still get you many links to your site, they aren’t necessarily high-quality links from aged domains and sites with high domain authority.
As it turns out, however, press releases are still great for SEO – ranking for your chosen keywords in search. Using the right services can help your business rank for specific terms you deem valuable.
Some old strategies should not be followed anymore, and if it’s considered “black hat,” it would be wise to steer clear of it.
But as you can see from the above examples, a simple adjustment to the tactic can sometimes make it an entirely viable strategy.
What controversial techniques have you tried? How did they pan out for you?
Let us know in the comments below.