Crappy content still gets you in lots of trouble with Google  and who wants that? Duplicate content also gets you in trouble, so avoid it.

Whats a marketer to do?

Create a content marketing calendar to ease the burden of creating high-quality content on a consistent basis. Period. There are no shortcuts. Heres a post showing how long you should dedicate to producing valuable contentacross types of content.

Creating good content is only 1/2 the battle. You need to curate content from other great folks. Not only is it a nice thing to do (and ensures you stay up-to-date with cutting-edge conversations around your niche), but curating content creates a tit-for-tat relationship that encourages others to share your content.

7.

Social Media Marketing Success: Building a Sound Strategy
Social Media Marketing Success: Building a Sound Strategy

Social media marketing in 30 minutes a day

This is my favorite LIE about social media marketing. If youve read any of the earlier items on this list, you see that social media marketing takes time. Lots of time. My guess is a small business needs about 10-15 hours a week and a midsized business probably about 80-100 hours a week of dedicated social media marketing time.

And, dont hire someone to manage your social media marketing without a clear understanding of what you need and their abilities. Having someone with a vibrant Facebook profile or a large Twitter following doesnt mean the prospective employee knows what theyre doing. Scroll down toward the bottom of this post to see which digital marketing skills are in the highest demand.

And, that leads me to my next point.

6. Social media marketing takes cross-functional skills

Social Media Marketing Success: Building a Sound Strategy
Social Media Marketing Success: Building a Sound Strategy

Here are just a few of the many skills to look for in whoever manages your social media marketing:

Strong BI (business intelligence)and A/B testing

Strong writing

Marketing background

Technical  graphics and web design fundamentals, along with some coding and lots of online social media management

Social Media Marketing Success: Building a Sound Strategy
Social Media Marketing Success: Building a Sound Strategy

Drupal, WordPress, etc.

I would look for someone whos

Social Media Marketing Success: Building a Sound Strategy
Social Media Marketing Success: Building a Sound Strategy
Social Media Marketing Success: Building a Sound Strategy
Social Media Marketing Success: Building a Sound Strategy