6 Content marketing strategy mistakes we see all the time: ✖️ Starting with a format rather than the function. ✖️ Ebooks, webinars, infographics, videos and blogs are all great when used for the right purpose and audience—but fall flat when they’re not. ✖️ Confusing having a lot of content with having the right content. ✖️ Assets that are too product-centric, too general, too old or too narrow won’t help you meet your goals. ✖️ Creating content without knowing who it’s for. ✖️ Your solution is your solution, but what someone needs to know about it depends on their role in their organization and buying group. ✖️ Not placing your content into the context of the buyer’s journey. ✖️ Great ideas aren’t enough. Content must be 1) built around questions your audience has and 2) provide a clear path to help them progress on their journey. ✖️ Conflating content performance with content effectiveness. ✖️ Your content’s value is determined by whether the right buyers engage with it AND whether it moves those buyers along in their journey. ✖️Not planning derivative content from the start. ✖️ Repackaging content is one of the best ways to scale content production—but loses its efficiency when too many changes need to be made. What are you doing to avoid these content strategy mistakes?
