Content marketing isn’t new. Joe Pulizzi has evangelized it so much that very soon top corporate jobs will have a new position- Chief Content Officer (CCO). If you are a marketer working for any firm- small, medium or large- if you do not know how to do content marketing, somebody will replace you. Most likely, it will be someone who knows about content marketing across multiple channels- print, online and events.
Here are 8 tips to avoid in your content marketing, according to Joe’s address at an Arizona Interactive Marketing Association (AZIMA) event in Phoenix on February 8.
- Do not have too many content goals. Stay focused and prioritize on what content you need to create.
- If you think your content is about everything, forget it. It is totally wrong. An example is an HVAC company trying to sell recipes. It is better being a trusted expert in your area, says Pulizzi.
- Getting super niche is good but focus on topic, not you.
- Create really good content and not content that is average. Good enough is not enough. Examples of really good content are Wine LibraryTV and Workshifting.com
- Have a content calendar and a plan to package and repurpose content across different formats. For example, find out several ways of repurposing content in a podcast- how can you make a white paper, a tweet, a facebook entry, a print document?
- Leverage the skills of your employees in creating content. Give the champion writers in your team the opportunity to contribute through blogs. A success story is Open View Venture Partners.
- Forget the myth that customers will find your content in the social media landscape. Instead, try to find out where they are and find ways to engage them.
- Somebody needs to take ownership of your content. You cannot leave it as an orphan in distress. Designate someone to own it.