So in a previous post I explained the differences between content management, and content marketing. One is the mechanism used for posting and organizing content, and the other is for getting measurable results from your content that can ultimately generate a sales lead. What I have noticed now, is the overload of content marketing rather than just content. 

It seems like companies are requiring folks to provide some sign up or registration in order to view the content. The content is presented as if it's going to provide you with some insight into an industry, or maybe a report, but turns out to be nothing more than what could be included as a blog post open to the public.

Just looking into my feeds, it seems like more and more posts are content marketing, and not insightful information. What is up with this marketing overload?

What is a quick way to turn off folks and actually turn them away rather than creating leads? Here are few of annoyances you can end up doing by being a little overzealous with your content marketing efforts.

Registering for every piece of content - You still need to provide some frequently updated content for your visitors, and you shouldn't make them register for everything. Rather registration should be limited to information that they cannot find elsewhere, like surveys done in your market, unique analysis or white papers, value added items that not only covers your product or services, but provides some insight into their industry. No one wants to register and get a PDF download of your press releases, that promotes you, it doesn't help me in my daily job. Search engines are still spidering your site, and if you lock them out by putting a registration form in front, then you could lose some of the SEO benefits. In addition, people don't want to register for everything they read on your site. Use registration where you're providing high value content that is focused on who you're trying to generate as a legitimate lead.

Over saturating your social networks with content marketing - Have you seen the tweets lately of companies, and sponsored sites posting "download eBook now for..." Content needs to also be posted on your site that is freely accessible by your visitors without having to register for a download, or read in PDF form. Your social networks are also used for communicating to people. They tweet you, you reply. Make sure to reply in a professional manner. Remember it's a communication mechanism, not just a marketing medium.

Companies are making a big push to build a solid content strategy; so sure generate some leads using your content, but remember you're also building a community up behind your brand. Even if you don't use community features on your website, a community still builds up behind your social outlets. Treat them as people, and not like a TV viewer who just consumes content. Build relationships, and you'll build your business.