Sure, we can learn from our mistakes. But we also can learn from others’ mistakes and avoid making them. As best-selling author and marketing consultant Roy H. Williams says, that’s the difference between being smart and being wise.
To help you be wiser, we enlisted the help of some smart and wise people who have presented at Content Marketing World.
They share some of the mistakes they’ve encountered – and offer tips on how you can avoid them in your own content marketing programs.
Mistake: Trying to be everything
For seven years, we put out blog posts that showed how diverse Jordan Winery was as a business – posts about cooking, gardening, farming, floral design, travel, winemaking, construction, and news. This kept us from maintaining a loyal subscriber base. The same customer who wants to learn which is the best kitchen knife to use likely doesn’t care about how grapevines bloom or how floods impact vineyards.
How to fix it: We divided our content into two blogs – one focused on food and travel, and one focused more on winemaking.
Lisa Mattson, director of marketing and communications, Jordan Vineyard & Winery
Mistake: Getting off on wrong foot
The biggest mistake I’ve ever made in content production is not listening to customers first – or not looking at suggestions and clues left by search engines that might have told me what people want.
How to fix it: Don’t write content for any other purpose than helping people to solve a problem.
Source: Content Marketing Institute