//30 experts identify the biggest mistakes in content marketing

30 experts identify the biggest mistakes in content marketing

 

 

 big-errors-content-marketing "width =" 390 "height =" 215 "/> More than once, I had to stop reading poorly edited book because I could not take off my publisher's hat.</p><p> Professionals in all sectors observe the work of others and criticize it silently. This analysis often leads you to one of two outcomes: an overview of what you could do better or a welcome relief because you do it better.</p><p> Some of the presenters of <a href= Content Marketing World offer frenzied reviews of what could be improved in content marketing. Use their observations to evaluate what you are doing well and where your content marketing program can be improved.

RELATED CONTENT: Roadmap to Success: Resources for Updating Your Content Marketing Program

Do it without conviction

The biggest mistake, the root of all evil if you will, is not to fully engage in the cause. There is not a lot of glamor in content marketing – it's a slow, sometimes grueling process that can not be forced but must gradually penetrate all the pores of an organization. It requires a passionate team that does not give up easily, who will choose their battles wisely and who will work steadily, day after day, for a long time.

Alenka Bester responsible for digital content marketing, Zavarovalnica Triglav

The root of all evil in #contentmarketing is not fully committed to the cause, says @alenkabester. #CMWorld Click to Tweet

Post to publish

It's amazing, but I still see companies posting ads with no specific goals or plan for the type of content they want to create. They are not satisfied with the lack of results, their teams are frustrated by the lack of direction and do not even know what they are trying to do. Be thoughtful and thoughtful in creating your content.

Zontee Hou Chief Strategist, Convince and Convert

Stop displaying content to display #content without any lenses in mind. @Zontee_Hou #CMWorld Click to Tweet

That time passes

The biggest mistake I see is too long to implement a good strategy .

Christoph Trappe Director of Content Mission, Stamats Business Media

The biggest mistake is taking too much time to implement a #contentmarketing strategy, says @ctrappe. #CMWorld Click to Tweet

Short of

The fight against "short-termism" in content marketing is very real. So many marketers only care about results here and now rather than long-term play … More often, we always remind our customers and team members to keep a collective eye on the ball. The results in sugar are tempting and temporary. Long-term results generate better performance and snowball to create lasting relationships with customers.

Deana Goldasich CEO, Well-planned Web

Long-term results lead to a better return on investment and a lasting customer relationship. @goldasich Click to Tweet

Forget the invitation

Making a large amount of content without asking or capturing is a serious mistake. You do not have to pass your content but if someone arrives at the bottom of your article / page and you do not ask them to go to the next step, you have lost an opportunity.

Jessica Best director of marketing driven by data, Barkley

If you do not ask a reader to go to the next step, you've lost an opportunity, says @bestofjess. #CMWorld Click to Tweet

Load the calendar

All the most important mistakes fall into the category of content creation simply to fill an editorial calendar, not because it has achieved another commercial or commercial purpose .

Tamsen Webster Founder and Chief Designer, Find the Red Thread

Do not create #content simply to fill an editorial calendar, says @tamadear. #CMWorld Click to Tweet

See social media as an advertising channel

This is a big mistake when people (and businesses) view social media only as a way to advertise.

I attended a meeting at which a company had to decide whether to invest more time on Twitter. I will never forget these words of the Director General: "Will Twitter make an additional $ 150,000 a year?"

Each channel has its own type of culture with an unwritten role of and its engagement . The example that I have highlighted is not isolated, most brands go through channels to sell their products instead of digging deeper to be part of the culture.

Mark Masters owner, The ID Group

Most brands are turning to #socialmedia channels to sell and not to be part of the culture. @markiemasters #CMWorld Click to Tweet

Do not think of the digital player

Not writing for the web is the worst I've seen. He has something extraordinary to share, but make it literally illegible – no subtitles, long paragraphs, no graphics, no pictures. It is extremely difficult to get read and not run away immediately. Sometimes I can not stop myself from running away.

Leslie Carruthers President and Owner, The Search Guru Inc .

Your content may be great to share, but it's literally unreadable on the web. @thesearchguru #CMWorld Click to Tweet

Concentrate on me, me, me

More than 90% of the websites are still ego-focused business brochures . What about resources and education for prospects and customers? Why do we have to dig so hard to learn something?

Jeff Leo Herrmann President, Madison, Michigan and Market

More than 90% of websites are still ego-focused business brochures, says @JeffLHerrmann. #CMWorld Click to Tweet

Forgetting to provide value

Talking about yourself, worthless to the reader, is the biggest mistake. In particular, business blogs that are nothing more than a self-promotional PR channel seem to be too common.

Ali Wert Content Marketing Director, Frontline Education

Business blogs that are nothing but self-promotional public relations are all too common, says @allisonwert. #CMWorld Click to Tweet

See the public as a faceless mass

My biggest pet peeve is talking to your customer or prospect as if you do not know them. Sometimes I see content regardless of who is on the other side of the table (or the computer screen). I see companies doing their best to get their message across, which often translates into product marketing jargon that escalates into an explosion of unidimensional features and benefits.

We do not market "at" people, we have a conversation with them and try to teach them. We need to use all the knowledge we have about them and integrate it into our conversation, just as we prepare for a sales call, an interview, or any interaction.

Peg Miller Responsible for Content Strategy, Xactly

I see #content without regard to who is on the other side of the table or the computer screen. @PegMiller #CMWorld Click to Tweet

Go 100 miles per hour

Rushing to create content using assumptions and internal views rather than taking the time to really understand your audience and its needs is a common mistake. Research and collection of consumer information is a crucial step in the planning process that is often overlooked by brands, large or small.

Nicole Martin Vice President, Strategy and Analytics, Pace

Research and collection of consumer information is a critical step that large and small brands have not yet taken. @StrategySavvy Click to Tweet

Ignore that content is part of the business

Some content marketers create content that they deem interesting, interesting, or amusing, regardless of how it connects to and how it connects to customer needs.

Margaret Magnarelli Vice President, Marketing, Monster

According to @mmagnarelli, some create cool content without thinking about how it connects to the client. #CMWorld Click to Tweet

Change it all

I will take it into account here. The worst mistake I made was trying to change everything at the same time. When you change too much at once, it can be hard to know which change has had the most impact.

Amy Higgins Director of Content Marketing, Sojern

When you change too much at once, it's hard to know which change has had the most impact. @AmyWHiggins Click to Tweet

Disappear, then quietly begin again

Someone recently reestablished an email list after not sending an email to for more than 18 months. It was a totally out of the ordinary thing. He came with no explanation as to why there had been a long hiatus. Now, they make monthly emails, and all that sounds very contrived, like a forced march because they think they should do it. They do not seem excited to have started communicating with me again, and I find very little value in what they share (that's all for them). At this point, it's like a car accident – I can not look away (ie unsubscribe) even if I should.

Andrea Fryrear President and Head Coach, AgileSherpas

A brand relaunched its campaign by e-mail after an 18-month hiatus without explaining why, says @AndreaFryrear. Click to Tweet

Taking a disconcerting approach

The three most common content marketing mistakes I see are: 1) Irregular content delivery – the most successful content marketers make an appointment with their audience. 2) By continuing the social flow – instead of trying to be on all channels permanently, the most successful content marketers are killing it on a single channel at the time. 3) Target an audience too wide – you want to be a content marketing specialist? To become rich. Target a niche.

Andrew Davis CEO, Monumental Shift

It's a mistake to be on all social channels. Kill him on one channel at a time. @drewdavishere. #CMWorld Click to Tweet

Look at the image too wide

Not considering your public is the worst transgression you can commit. That's the only mistake that is the big equalizer. It kills small businesses and big businesses. Broad coverage that everyone likes may have worked when options were limited, but with the competitive content market in which we are, you need to identify an audience, respond to a need, and deepen your dominance. Engage it in memory: you will not forget your audience.

Bethany Chambers Director of Public Engagement, North Coast Media

A blanket that will please everyone will not work in a competitive market #. @ writegirl1215 #CMWorld Click to Tweet

Be deaf

I recently discovered a major brand of home appliances on the Internet. His Nordic marketing team seemed to be having fun creating vox pop videos on some of their product features. The videos were supposed to be funny, but they rolled my toes. They were supposed to engage their more than 50,000 subscribers, but there were only a few reactions. They were supposed to give a personal tone of voice, but they talked to the public.

In such cases, content marketing is not simply a waste of time and budget. It will scare people and cause damage to your brand. Make sure to tell your story correctly. Otherwise, it's better not to work with content marketing.

founder of Joakim Ditlev Content Marketing DK

The vox pop videos of the brand were supposed to be funny, but they are curly. @jditlev #CMWorld Click to Tweet

Strength on

Brands that impose humor around particular social activities, news or world events are a mistake especially if they do not really have an audience in this particular area.

Ben H. Rome Director, Marketing, American Industrial Hygiene Association

Forcing humor around social events, news or the whole world is a mistake of #content. @bhrome #CMWorld Click to Tweet

Go Crass

A serious mistake I see in content marketing is the insensitivity to holidays / observances . The sale of Martin Luther King Day!

Chuck Hester Vice President, Marketing Lucidity Direct

Being insensitive to holidays and observances is a serious marketing mistake. @chuckhester #CMWorld Click to Tweet

Using bad news or "fake" news

Anyone who exploits tragedies or politically false information to promote a brand, product or service is committing a serious mistake.

Tim Hayden President and Associate Co-Director, Brain + Trust Partners

Anyone who exploits tragedies or false information to promote a brand commits a big mistake. @thetimhayden #CMWorld Click to Tweet

Concern for competitors

All that starts with a leader sending a competitor's content to his team and asking him why he is not doing something like that. It happens ALL. THE. FREAKING. TIME. I can not imagine worse behavior. This is to say to your team: "Hey, can we mingle a bit more? Can we be more average? Let's do basic work, team! Hashtag no.

Jay Acunzo Founder, Unthinkable Media

Being more similar to your competitor tells your team to be more average, says @jayacunzo. #CMWorld Click to Tweet

Ignoring opportunities

This is not limited to content marketing, but the worst thing companies do is to focus too much on what their competitors are doing and not spend enough time on innovation .

Courtney Cox Wakefield Director, Digital Marketing, Children Health

Stop focusing on competitors. Start focusing on gaps and innovation. @courtewakefield #CMWorld Click to Tweet

Do not think about the measure

I have found this error many times and every time I am shocked when I see it. Companies will spend a large budget on content marketing, but will not build any system for measuring results . Unlike direct response marketing campaigns, content marketing requires well-structured analytics to prove the value of the effort. The development of a measurement plan and attribution is as important as the content plan itself. There is no point investing in content if you never know what works.

Eli Schwartz Director of Biological Products, SurveyMonkey

There is no point in investing in #content if you do not know what works. @ 5le #CMWorld Click to Tweet

Treat content marketing as a complement to existing staff roles

One of the biggest mistakes is not to hire anyone to do full-time content marketing. If your current employees are trying to create content in their free time or on the side, your post will be sporadic, fuzzy, and will end when you do not see results in the first six months.

J.P. Medved content director, Capterra

Without a commitment of full-time staff, #contentmarketing will give way. @rizzleJPizzle Click to Tweet

Creating Fragile Content

The most irritating trend that I continue to characterize is the terrible search that is presented as "enlightened leadership" – content based on extremely outdated statistics or facts misread reading.

Jonathan Crossfield Chief Editor, Chief Content Officer Magazine

I came across some terrible research that turned out to be enlightened leadership with outdated statistics or misinterpreted facts. @Kimota Click to Tweet

Brand without thought

Posting unedited or motivated content is a serious mistake. It annoys me to receive an email or to see a post from a brand that offers me no value or useful insight. That's why I signed up or followed them first to get more value.

Jason Schemmel Social Media Manager, Harper Collins Christian Publishing

It annoys me to see a mark or message that does not offer me any value, says @JasonSchemmel. #CMWorld Click to Tweet

Give him a yes or no

Telling influencers that you will not post their content is one of the biggest mistakes. If the content is not ready, help them prepare. If you do not like the subject, help them with other topics. You will break the relationship and swing that member's passion towards your brand towards your competitors because of the rejection.

Jeff Julian Chief Executive Officer, Squared Digital

Do not tell influencers that you will not post their content. Work with them to get what you need. @jjulien #CMWorld Click to Tweet

Forget the responsibility of the heart

The whole concept of selling to the heart and using emotions to sell comes with a huge responsibility that companies do not take into account. The state of the heart of humanity in the world has been fragile. Mankind has endured more than 50 years of messages based on fear and its impact is telling. If you are going to use a strategy of selling to the heart be incredibly careful not to hurt. It would be even better if you focused on a track of empowerment and healing.

Nichole Kelly Chief Conscious Agent, The Conscious Marketing Institute

Selling in the heart comes with a huge responsibility that many companies do not take into account. @Nichole_Kelly Click to Tweet

Recall the mistakes

I will send you meta. I hate the culture of legend. I see a lot of intimidation among marketers who demonstrate their expertise in putting other people (eg "Look at this disappointing email that I received yesterday"). Although I understand that there is a lot to learn from the mistakes of others it was more humbling in the way it is done. When you erase the name of someone, most people do not understand who you are making fun of, but the person who makes fun of him is well aware. It's in bad taste, in my opinion. #KeepItKind.

Clare C. McDermott Head of Research, Mantis Research

I see a lot of intimidation among marketers who demonstrate their expertise by challenging others. @clare_mcd Click to Tweet

Final Thought

As you read the list, you have probably found a lot of things to do in your content marketing programs. And you may have discovered some nuggets, a moment that allows you to think about changing or incorporating something new into your content marketing program.

Take some well-deserved battles and try some improvements for even greater success in content marketing.

There is still time to spend a few days learning more about how to develop and improve your content marketing. Join them and other insightful presenters at Content Marketing World from September 4th to 7th in Cleveland, Ohio. Register today and use the code BLOG100 to save $ 100.

Cover image by Joseph Kalinowski / Content Marketing Institute