Use this checklist to maximize the impact of your content marketing strategy.
 Business leaders that are bumbling along trying to patch together some sort of haphazard content strategy largely understand that they’re making mistakes, but what about the business leaders who think they have the pulse on what effective content looks like? Is their content strategy always significantly different? Usually, but not always.
Time and again we discover that companies are making the same kinds of common content mistakes that can thwart their efforts, wasting time and budget and missing golden opportunities to prove the value of good content marketing. What does this look like in the real world? Here are five content mistakes you may have made today, and what you can do to avoid them next time:  I don’t know how old I was when my mother got her first stand mixer, but I remember it distinctly. My whole life my mom was always in the kitchen cooking and baking and on that day, thanks to a giant mixer that she had just received as a gift, she found herself able to accomplish the most labor-intensive part of the process with the push of a button and some casual oversight. She measured out ingredients for cookies and then flicked a button that allowed the machine to roar to life. It was loud, but moved elegantly unassisted, and she excitedly walked around freely while proclaiming, “Look at me, I’m baking!” With a glimmer in her eye, she strolled out of the kitchen and down the hall to the first-floor guest bedroom and shouted, “I’m all the way over here and it’s still mixing!” over its mechanical roar. I had never seen her happier in the kitchen.
Fast forward some years later and I also have many memories of my mother groaning and complaining that her clunky mixer was too heavy and didn’t mix fast enough for her liking. Had the mixer changed? Nope. But her expectations sure had! The commercials that interrupted the TV shows we watched touted newer models that could do more and do it faster with each new iteration. That knowledge raised her expectations of what she thought her mixer should be capable of doing (and she wasn’t shy about expressing it!). This pattern is the same today. The thing we thought was amazing and revolutionary a few years ago now seems woefully outdated. Products and services are evolving in leaps and bounds, and our expectations are following suit. The result is that we’re getting more demanding than ever before. And as our expectations continue to evolve, the ways in which brands reach us, communicate with us, and win us are changing too! |
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