The Road Runner or Wile E. Coyote. What Type of Content Marketer are You?


If you’re a child of the 80s like I am, you probably remember this famous Merry Melodies cartoon duo. The premise involves the Road Runner, a quick and seemingly naive bird who is constantly being chased by Wile E. The Coyote. Wile E. uses absurdly complex contraptions (sometimes in the manner of Rube Goldberg) and elaborate plans to pursue the Road Runner, yet somehow, the elaborate plans conceived by Mr. Coyote always fail and the Road Runner ends up escaping by using his incredible ground speed, thus leading to the next episode where the chase starts all over again.

The dichotomy between these two characters reminds me of two types of content marketers:

The “Road Runner” content marketers are always on their A-game. They’re quick to join in any conversation regarding their industry and offer their opinion. They understand the value in content marketing. They have a clear content schedule that they stick to, consistently creating new content in the form of blog posts and other web documents. They optimize the content for the search engines using the keywords that matter the most to their businesses, promoting it using their social media outlets, and measuring their results.

The “Wile E. Coyote” content marketers are those who may be working hard, but they aren’t working smart. They may be taking the time to create articles, but they may not be relevant to their target market and therefore aren’t valuable marketing pieces. They aren’t taking the time to refine and optimize their content. They most certainly are not active on social media and have no way of measuring their results. They feel like they’re doing a good job, but they never quite achieve the results they’re looking for.

Speed matters with content marketing

In today’s technological age, creating content in the form of blog posts or articles on your website is critical to online marketing success. The rate by which you add content to your website is also important. Search engines like Google have the ability to find and index pages on the web so quickly, that they can reward freshness by displaying newer information higher in the search results.

Much like the Road Runner, you have to be fast, agile, and stay a step ahead of your competition to stay alive, or in this case, get more results from your website. You must curate content that talks about recent news in your industry. You want to include yourself, and your company, in the conversation.

A recent stat from inbound marketing giant Hub Spot shows that “companies with blogs get 55% more website traffic, and that number goes up exponentially whether you post once a week, twice a week, and then up to several times a day – wherein you become a thought leader in your field. Our advice? Blog as often as you can while keeping the content valuable for your prospects.”

If that isn’t enough evidence as to why you need to produce quality content and get it live on your blog as quickly as possible, then try this stat on for size:

Adding one new piece of content to a small business website each week for one year produces search engine traffic equal to that from a $90,000 paid advertising campaign. (source)

So what should you do now? Build your next content marketing steps

Don’t waste your time being Wile E. Coyote, building convoluted articles that take days if not weeks to publish and never achieve the end result of more visitors, leads, and customers. Be more like the Road Runner and act quickly by publishing a new article on your blog around relevant topics daily, or weekly at the least. Don’t know what to write on? Check out this article for inspiration.

Now that you know how important speed is for content marketing, it’s important to know why and how to optimize these articles for the correct keywords. First the why. It all boils down to growing your business online. As a small business, would you rather spend 20 minutes a day doing it yourself at $19/month, or spend money you probably don’t have to get someone else to do it for you?

Now for the how. If you’re not trying to waste time and money reviewing web analytics or paying an expensive internet marketing consultant, you should try using BoostSuite. Check out the top 10 reasons why small businesses should use BoostSuite now and you’ll understand why BoostSuite is the way to go. The sooner you get started, the sooner you’ll be able to out-act and out-smart your online competition, just like the Road Runner!

Be sure to let us know what you think about this cartoon/content marketing parallel in the comments and please retweet to your followers if you enjoyed the read!

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