8 things to avoid in content marketing


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.

  1. Do not have too many content goals. Stay focused and prioritize on what content you need to create.
  2. 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.
  3. Getting super niche is good but focus on topic, not you.
  4. 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
  5. 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?
  6. 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. 
  7. 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.
  8. Somebody needs to take ownership of your content. You cannot leave it as an orphan in distress. Designate someone to own it.
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