Content Marketing is in a really good place right now. According to the Content Marketing Institute, 83 percent of B2B and 77 percent of B2Cmarketers have a content strategy in place. They are learning how totrack content ROI because they realize that if they get their content strategy right, it has the potential to deliver sustainable results over the long term.
The key here is to get it “right”. While content marketing is a valuable tactic, you cannot afford to take a wrong step.
For example, if you focus on content creation and ignore distribution, your content will have a limited audience. That will adversely impact its deliverables. If you don’t correct this error, you will find your content marketing campaign struggling to deliver returns. That will hurt your overall inbound marketing plan.
For this reason, you must avoid making mistakes that have the potential to destroy even the best-laid content marketing plans. As 2015 is upon us, it makes sense to identify content marketing mistakes that you must avoid this year. Let’s take a look at three of them:
1. Not creating “unusual” content.
Stay away from ordinary content. It will bring down your marketing campaign like a house of cards. Ordinary does not work anymore. Shift focus to “unusual” content that is imaginative, authoritative and extremely interesting.
There should be a sense of exclusivity about your content. It should be the kind of content that “only you are able to offer” and nobody else. This could take the form of inside news, personal stories revolving around your brand, case studies, podcasts showcasing contrarian view points or highly creative and informative videos (a la Whiteboard Fridayby Moz)
