Today’s post is about major content marketing mistakes, as revealed by 29 individuals who are experts from the worlds of b2b marketing, public relations, professional speaking, writing and communications.
These folks were interviewed by internet entrepreneur, Eugene Farber, who then summarized their answers to the question below in a post on his content strategy hub blog.
Here are five of the major mistakes I identified from the post:
1) Joe Pulizzi is right on the money when he states that: “we love talking about ourselves.” Joe goes on to say that aiming for expert status in your prospect’s mind by using a content strategy that’s big on educational marketing is going to win trust and therefore buyers, when the time’s right.
2) Forgetting that content can be re-purposed and published a number of times. This is Robert Rose’s assertion and it’s a good one. For example, not every new visitor will read (or even find) that ace blog post you wrote from two months ago.
But they might be an iTunes podcast subscriber.
They could be following you on Twitter, FaceBook or Google+.
You’ve therefore a marketing duty to circulate your content widely and frequently so that target audiences have a chance to read it.
3) Forget, “this will do. I’ll tidy it up later.” Ann Handley is one great writer and her admonition is to produce great content, even if it requires more work. People do notice the great from the merely average or downright mediocre.
4) And yet, even with great content, there’s no guarantee that people will show up to see it. There’s just too much competition and great content for visitors to find yours because of search engine optimization wizardry alone. Instead, you need to go where your audience is already hanging out. Let them see you on their terms and, in time, they’ll come visit your digital home.
5) A real simple one from Francisco Rosales. Create a content strategy editorial calendar and stick to it.
I can’t tell you how much ‘creative freedom’ a calendar can give a b2b blogger to get on with the tasks necessary to research, write and publish excellent content. It just works.
What did you get from Eugene’s post?
– Mark McClure
PS – This post was originally published on technologymarketers.com but is included here because of a change in business plans by the fine folks at technologymarketers. I very much enjoyed working with them and hope our paths cross again.