10 Content Marketing Mistakes You Don't Want to Make

FeldmanCreative
Barry Feldman President, Feldman Creative

Posted on May 20th 2013

10 Content Marketing Mistakes You Don't Want to Make

Not everyone is a pro.

If you’ve been doing marketing for as long as I have you may recall when the Macintosh came out in the 80s. It was a landmark in personal computing. And it opened the floodgates for countless amateurs trying their hands at design.

Suddenly, everyone was a graphic designer. A rushing river of poorly executed logos, newsletters, and marketing communications projects of every kind were created by amateurs. The phenomena has continued ever since with typography, photography, video, and well, everything.

It’s content marketing’s turn.

Today, nearly every business is attempting to become a content marketer. The results ain’t pretty. The noise is deafening and while there’s plenty of great content, every industry is being bombarded with junk—cheap imitations of the idea of content marketing—create original, compelling, helpful content. You can trace the problem to a long list of problems. In an effort to sound the alarm, Content Marketing Institute founder Joe Pulizzi created a ”13 Reasons Why Your Content Marketing May Fail.”

listly - content marketing mistakes

I took 10 points on Joe’s list that resonated with me and created a List.ly list. Familiar with List.ly? Here’s how it works.

 

Listly claims to be a “multiplier.” The simple service allows bloggers to embed lists in posts to amplify exposure.

Listly is a 2-way street.

The cool thing about List.ly is it’s interactive and dynamic. That is, you can contribute to the list, comment, and share. Try it. Right here, right now. When you get to the bottom of this list of “Content Marketing Killers,” add to it, share it, comment, join a community of content marketers aiming to inform newcomers of the mistakes they should avoid if they aim to create effective online marketing.

Content Marketing Killers

Content Marketing Killers

Joe Pulizzi wrote an article titled "13 Reasons Why Your Content Marketing May Fail," which inspired this list. Let's have a look at some of the points he makes, share the advice, and contribute the content marketing death traps you know of.

 
 
 
 
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  1.  
    All about you

    All about you

    Customers care about themselves, not you. Content marketing is not advertising. If it doesn't deliver value, it has no value to your marketing.

     
     
  2.  
    Playing it safe

    Playing it safe

    If you're afraid to take chances with your content, you'll travel down the middle of the road and become roadkill in the noisy media.

     
     
  3.  
    Perfection paralysis

    Perfection paralysis

    You publish too infrequently for fear that everything has to be perfect.

     
     
  4.  
    Low standards

    Low standards

    Too many marketers just contribute to the clutter and noise with their content. Aim high and aspire to be the premier voice of authority in your industry.

     
     
  5.  
    Talent shortage

    Talent shortage

    Your content planning and creation team should comprise experienced strategists, writers, designers and producers. If you don't have them, hire them.

     
     
  6.  
    Disconnected

    Disconnected

    Content marketing efforts backfire when they take place in silos, that is different departments and entities within your company fail to integrate efforts. You need to tell a consistent story.

     
     
  7.  
    Actionless

    Actionless

    Your content should provide clear direction regarding what you want the reader/viewer to do. Use a call to action that maps to your marketing objectivces—every time.

     
     
  8.  
    Fire. Ready. Aim.

    Fire. Ready. Aim.

    Enormous problem: marketers think channel before strategy. Joe says "Stop thinking Facebook. Think about the problem you are solving for your customer." Establish where your customer is, what they're doing there and create your content accordingly.

     
     
  9.  
    Unbelievers

    Unbelievers

    If your C-suite, fellow marketers, or peers don't faithfully join the party, you're doomed.

     
     
  10.  
    Too broad

    Too broad

    Content marketing is niche marketing. You'll fail trying to be the expert in everything or an overly broad subject. Focus.

     
     
 
FeldmanCreative

Barry Feldman

President, Feldman Creative

Barry Feldman operates Feldman Creative and provides clients content marketing strategies that rock and creative that rolls. Barry authors "Content Marketing Minds" here at Social Media Today and has recently been named a Top 40 Digital Strategist by Online Marketing Institute and one of 25 Social Media Marketing Experts You Need to Know by LinkedIn. 

Barry recently released a comprehensive strategic workbook "The Planner for Growing Your Business with Effective Online Marketing." If you would like a piece of his mind, visit Feldman Creative and his blog, The Point. Find Barry on Google+.

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Comments

How would you recommend the use case for List.ly?

I don't understand the question well enough to try to answer. Can you clarify?

Some great points. 8 really sticks out to me. It does seem to be a big problem right now.

Understatement of the millenium.

Understatement of the millenium.

*Enormous problem. But it is definitely true. Everyone seems to be on Facebook just because they are supposed to be and there is no direction or strategy. 

Jay Baer put is quite nicely: "The goal is not to be good at social media. The goal is to be good at business."