The effective use of content to attract and acquire customers now plays an essential role in everything we do as marketers. Planning, creating and distributing great quality content is no longer the domain of content marketing specialists, but nearly every other function, from email, advertising and CRM, to search, PR and beyond. As a result ‘content marketing’ as a principle has become increasingly integrated into how we plan, execute and optimise our marketing plans; it's more important than ever to take a strategic approach.
This guide highlights some of the most common content marketing mistakes to help you avoid them and produce the most effective content marketing strategy for your business.
This guide is a general content marketing strategy mistakes guide for all marketers. We recommend various relevant resources throughout, which includes resources for various marketing specialisms.
Gavin Llewellyn (LinkedIn) is an independent consultant. He is a Chartered Marketer who specialises in digital marketing, specifically in social media, SEO and online strategy. Gavin blogs at One Too Many Mornings where he offers advice, guidance and ideas on how individuals and companies can use digital marketing effectively to get found online, build engagement and generate conversion. You can Follow Gavin on Twitter and Google+.
The guide contains strategy recommendations and recommended resources for each mistake, which include:
Our research shows that investment in content marketing is increasing in many different companies and verticals. Yet often, we see the promise of content marketing isn't delivered upon because of mistakes in planning or execution. When we work on consulting or training projects, we see some common mistakes which we summarise in this guide to help you avoid them and produce the most effective content marketing strategy for your business.
Smart Insights has helped us take the right decision on a variety of occasions and we actively use its content to justify our marketing initiatives and spend.
Joao da Costa, Marketing Officer at Southbank International School
We are at the early stages of our digital marketing journey, Smart Insights templates and tutorials help us check and learn as we go.
Stuart Sykes, Digital Marketing Manager
Smart Insights is one of the best digital ‘tools’ on the internet today. It has been a great asset as a channel of advice and insight, helping me to deliver an all-encompassing digital strategy.
Jennifer Law, E-Communications Manager, National Pharmacy Association
Basic members use our members areas for free access to: