There is something to be said about understanding exactly what content marketing is before trying to determine what the biggest mistakes are that you should avoid. According to the Content Marketing Institute, it is a technique within marketing aimed at distributing content you have created that is relevant and targets a specific audience with the intent of eliciting a customer action that is profitable. While that is a paraphrased rendition of their definition, the main point is made. It is content that is actionable with the intent of conversion, plain and simple. However, herein lies the confusion when it comes to avoiding those four biggest mistakes. 1. Lack of Balance This is perhaps the most common of the Big 4! So many marketers focus on articles and blogs that they lack balance among the various types of media included in what is considered as ‘content.’ While the other forms of content should generally be used to a lesser degree, they should be utilized, nonetheless. These include: Videos Infographics Podcasts eBooks Photos/graphics Each of these types of media are content marketing tools which should be used because they can elicit customer response, customer action. If they are created as marketing tools, […]
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