Five content mistakes and how to fix them

Posted on February 1, 2011


content marketingI describe myself as a Content Marketing Strategist.  Most people ask, “what the heck is that?”   Simply put, content marketing is the creation and delivery of valuable information to prospects and customers.  It’s easier said than done.

I heard a great presentation by Joe Pulizzi, Executive Director of Content Marketing Institute and co-author of “Get Content, Get Customers.” Joe talked about content and how it fits into your marketing strategy. He also spoke about some common mistakes and how to fix them. This webinar was sponsored by Awareness Networks, a provider of social media marketing software.

Here’s a summary of Joe’s talk, listing the first 5 out of the top 10 Content Marketing Mistakes and how to fix them.

1. Lack of content marketing goals.

This calls to mind something my Dad used to say to me, “if you don’t know where you’re going, any road will get you there.” In other words, if you don’t know what you want to achieve, how can you tell if you’ve succeeded?

Fix: Have clearly defined goals for your content marketing.

2. Your content is about everything.

By trying to be all things to all people, you’ll end up not solving anyone’s problem.

Fix: To be most effective, you should have a narrow niche so that you can position yourself as the trusted expert in your industry.

3. Your content is about you, you, you!

Marketing used to be a “push” activity. Companies would talk about their products and services. People now tune this out.

Fix: Provide great information that solves a key problem of your target audience.

4. Good enough is not good enough.

Today your competition is the entire web! People search online for information and answers. The key is to stand out from all the clutter.

Fix: Make sure your content is:

*matches the media channel you’re using

5. Lack of a content calendar.

If content isn’t fresh, it isn’t relevant. How many companies start a blog or have a twitter account, yet never update?

Fix: Have a content calendar (and stick to it!).

Stay tuned for five more content marketing mistakes and how to fix them.