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7 Top Content Marketing Mistakes to Fix in 2017 [Infographic]

7 top content marketing mistakes to fix in 2017The content marketing sector is arguably in a purple patch, particularly when compared to the advertising industry. Why? 75 percent of marketers were increasing their investment in content marketing over the last year, 43 percent were increasing staff levels, 74 percent of companies were increasing lead quality and quantity from their content, and world famous marketer and author Seth Godin has famously remarked that, “content marketing is the only marketing left.” (For more stats and insight into the state of the sector, read Curata’s 2016 Content Marketing Staffing & Tactics Study eBook, based on a survey of 1,000+ marketers.)

It’s hard not to conclude that the sector is in rude health. The future looks bright, especially when you consider the implications of what the nascent field of “content intelligence” has for the sector. Content intelligence involves using Big Data and Natural Language Processing (NLP) technology to provide highly automated and predictive content solutions, such as estimating how much revenue a given piece of content will generate. Talk about actionable insights!

Opportunities to Improve Your Content Marketing

That’s not to say that all is gin and roses however—this is human life we’re talking about. Humans are messy, unpredictable creatures with limited resources, and marketers face insatiable content demands from an unfillable Internet. Thanks to a lack of time, lack of budget, inexperience, poor management—you name it(!), we’re all guilty of making mistakes that hold back the effectiveness of our marketing.

Curata’s survey found at least seven common content marketing mistakes that everyone should be aware of—and be paying more than lip service to fixing—to ensure your marketing efforts are as effective as possible. Check them out in the infographic below!

7 Top Content Marketing Mistakes to fix in 2017 Infographic

In conclusion, all seven of these mistakes may seem obvious. But that doesn’t mean we’re not guilty of any of them! What did you think of these mistakes—do they jibe or not with your experience? What are the top mistakes you see? Let us know in the comments, along with any solutions if you have them. If you’d like to know more about starting or advancing a career in the content marketing sector, Curata and LinkedIn’s joint Ultimate Guide to a Content Marketing Career eBook offers an in-depth, comprehensive overview, packed with actionable insights. Download it below!

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Mitchell Hall

Mitchell Hall is Curata’s Content Marketing Director. Online since 1991, he has been writing for magazines and newspapers since 1997, and editing and managing websites since 2006. Mitchell has a BA in Political Science, Philosophy, and English. A generalist, his most covered topics are business and technology. Follow Mitchell on Twitter for links to unique and insightful stories: @mitchellhall

  • Ceralytics

    Mitchell, thank you for calling out content intelligence as one of the bright spots in content marketing’s future. We’re hoping you’re absolutely right. 🙂

    Forgetting to reuse and repurpose great content is a huge mistake many organizations make. We see it all the time. A company pours tons of time and energy into some great pieces of content, whether they be ebooks, white papers, or even great infographics like the one you created, but after the initial launch of the campaign, they leave that content behind and move onto something else. Even if the content is incredibly successful! That’s such a waste.

    If you’ve seen success from that content, it cost much less time and money to repurpose the insights from that content into other mediums, plus you already know that the content resonates – whereas many companies don’t know if content will resonate before they make it, they simply guess (something content intelligence helps them better understand and go from guessing to knowing what will work).

    The lack of content audits is unfortunately not a new problem. Content audits are time and resource intensive, especially when they’re done manually. Many agencies we’ve talked to spend upwards of two months on content audits for their clients. By the time the audit is complete, it’s almost outdated. But these audits are still essential in knowing how your content is being consumed, what content is really resonating (so you can repurpose it!), and then how it compares to your industry so you can identify new opportunities moving forward. We’re hoping to make this process much easier for customers.

    Thanks again for the great infographic and shout-out!

    Brandon Andersen
    Chief Strategist @ Ceralytics

    • Blaze Content

      Hi Brandon!

      Totally agree about repurposing content. I see great content underutilized all the time, which is really a shame!

      And the audit thing is so true, also. The agency I work for, Atlantic BT, consults with and redesigns really big sites in government and education, and by the time we were able to crawl and audit all the content and begin the new strategy, we found that the audit was stale, missing content and information, and the organization’s priorities may have shifted. So, we started using and subsequently acquired Blaze Content, a content audit tool, which has been great for making audits faster, easier, more accurate and actionable. We are working enhancing some features and adding functionality, but check it out if you ever find audits a pain point in the process.

      Blaze helps answer “what content do we have?”, and Ceralytics seems like a perfect compliment to address the question of “what SHOULD we write?” I’m looking forward to checking out your platform!

      Tori Pratt
      Digital Strategist @ Blaze Content / Atlantic BT

  • Rani Jain

    calendar Content Marketing Director. Online since 1991, he has been writing for magazines and newspapers Calendar april 2017
    and Calendar may 2017

    thanku

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