24 Experts Share How to Avoid Big Mistakes in Content Marketing
By Ann Gynn
Blunders, overestimations, slipups, flubs, and missteps – though we hate to admit we make them, they often turn out to be our best teachers.
As the winning college basketball coach John Wooden once said, “If you’re not making mistakes, then you’re not doing anything. I’m positive that a doer makes mistakes.”
Regardless of their future value, these teachable moments can also be problematic and painful in the moment they occur. To minimize some of the friction you’ll experience from unnecessary slipups, we enlisted the help of some “doers” who are presenting at Content Marketing World. They share some of the mistakes they’ve encountered – and offer tips on how you can avoid them in your own content marketing programs.
Mistake: Trying to be everything
For seven years, we put out blog posts that showed how diverse Jordan Winery was as a business – posts about cooking, gardening, farming, floral design, travel, winemaking, construction, and news. This kept us from maintaining a loyal subscriber base. The same customer who wants to learn which is the best kitchen knife to use likely doesn’t care about how grapevines bloom or how floods impact vineyards.
How to fix it: We divided our content into two blogs – one food and travel focused and one more winemaking focused.
Lisa Mattson, director of marketing and communications, Jordan Vineyard & Winery
Mistake: Getting off on wrong foot
The biggest mistake I’ve ever made in content production is not listening to customers first – or not looking at suggestions and clues left by search engines that might have told me what people want.
How to fix it: Don’t write content for any other purpose than helping people to solve a problem.
Wil Reynolds, CEO, Seer Interactive
Don’t write #content for any other purpose than helping people to solve a problem, says @wilreynolds. #CMWorld
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Mistake: Failing to stop and think
I lived by the quantity of content on social media. I manage five brands and was posting six to eight times on Facebook, three to four times on Twitter, and once on Instagram for each, trying to keep my numbers up and it was burning me out. I never had time to really consider the kind of content I was publishing.
How to fix it: I began to publish less, but took time to make sure the content I was creating and publishing was quality and would connect with my audience on a deeper level. My numbers soared even higher.
Jason Schemmel, social media manager, Harper Collins Christian Publishing
You Are Publishing Too Much (and Failing)
Mistake: Focusing on a self-satisfaction goal
Quality content is much harder than quantity. Quantity makes us feel as if we are accomplishing something: “Look at all that!”
How to fix it: Do quality, which takes more time but it’s far more worth the effort.
Stoney deGeyter, president, Pole Position Marketing
How to Define and Create Quality Content: Tips From 35+ Experts
Mistake: Setting virality as a goal
Nobody can make anything go …read more
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