By Alan Graner
You have no strategy
Why are you publishing content? To educate? Inform? Develop thought leadership? Promote products/services?
You don’t know who your audience is
Define them as narrowly as possible: marketing directors, road warriors, CTOs, etc. Know what keeps them up at night. Provide information they can use to make their jobs easier, improve productivity/ efficiency, increase ROI, improve their bottom line.
You don’t know what your audience wants to know
What do they need to know? Are they interested in industry trends? Apps and tools? How-tos? In-depth reports? Latest news? Interviews with their peers? Roundup articles? When in doubt, ask.
You haven’t define your niche
The more focused your subject area, the easier it is to establish your company as a thought leader. It’s difficult to appear as an industry leader if your content matter is about manufacturing. Pick a subcategory instead: JIT manufacturing, 3D printing, precision machining, inventory control for small companies, etc.
You haven’t built a subscriber list
Begin with your current and past clients. Then build a following by announcing your content on Twitter or publishing on social media where they can subscribe.
You haven’t tasked one person to execute your content strategy
You need one person to be in change, one person with the responsibility to produce and distribute content on a consistent basis, whether that person is in-house or freelance.
You lack a distribution plan
Too many companies depend on a single channel, such as a blog. You need multiple channels to reach the widest audience possible. To do so you need to know what your audience reads: email, newsletters, videos, articles, infographics, eBooks, whitepapers, SlideShare, podcasts.
You don’t publish regularly
Most experts recommend you publish at least twice a week for minimal exposure. Less than that and you don’t achieve any mind share. More than that and you increase your audience, awareness and influence. Ideally you publish consistently on the same days so subscribers and interested prospects know when to expect your content.
You publish too much
You publish long content every day—pages and pages of content—until your readers become so fatigued they stop reading. Forever. Remember, the secret is quality over quantity (and Google’s algorithm favors quality).
What mistakes would you add to this list?
Part 2 http://dsprel.wpengine.com/making-content-marketing-mistakes-part-2/
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.