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What are the biggest mistakes marketers make with content marketing?
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3 Answers
Great points made by Jeremy! I'll toss in a few:
1. Treating content marketing like a quarterly campaign.
2. Creating one-off content assets instead of building a consistent story focused on helping buyers solve a problem.
3. Talking too much about themselves and their products.
4. Pushing out information they want to share instead of what their prospects and customers are interested in learning more about.
5. Not considering what value the prospect will take away from every experience. In other words, staying in touch just to stay in touch because the email send goes out every Tuesday.
6. Not considering or planning for how content distributed through different channels will work together as a whole. Trust me, prospects will find it.
7. Not fixing the website content before launching other content initiatives.
1. Under estimating the amount of time and energy that needs to be invested to be successful
2. Not creating buyer personas
3. Failing to have a content strategy for each buyer persona in each stage of the B2B buying cycle
4. Giving up too soon
5. Asking for help
It's tough following Jeremy and Ardath but here goes:
1. Not tying content marketing objectives to overall company goals.
2. Not identifying where prospect/customer interests/concerns overlap with the company's expertise. (This leads to diluted content that fails to set the company apart and make much of a connection with potential buyers.)
3. Failing to include calls to action that lead prospects down the path to purchase (related to Ardath's #2).
4. Not planning out content development efforts (i.e., editorial calendar) to ensure a consistent, uninterrupted flow of content.
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