2016 was a good year for content marketing. But 2017 has the potential to be even better. Especially if you avoid these four (unfortunately quite ...

Four content marketing mistakes to avoid in 2017

2016 was a good year for content marketing. But 2017 has the potential to be even better. Especially if you avoid these four (unfortunately quite common) content marketing mistakes.

More companies succeed at content marketing, while others struggle to put all the pieces into place. One thing is certain: the standards are higher, which means you can no longer afford to make certain content marketing mistakes.

Here are four mistakes to avoid in 2017.

1. Not having a documented content marketing strategy
Recent research from CMI shows that companies with a documented content marketing strategy perform much better than those that don’t have one.

Does your company lack a documented content marketing strategy? Let 2017 be the year you write it down.

2. Not understanding your audience
Understanding your audience is key. Streaming services and social media platforms are proof that customised newsfeeds, personal recommendations, and tailored content win.

What do you know about the people you want to serve? What do they want? What are their fears, challenges and aspirations? Create content for specific personas. Be clear about who you’re trying to reach.

Use Google Analytics, social media and other tools to better understand your audience. Invite them to different events and listen to their needs. Above all, make them feel understood.

3. Not telling powerful stories
Stories from the real world will always inspire and motivate us. Your audience longs for a story they can relate to, learn from, and help them achieve their goals. Such content will always have an impact.

Look around you. What stories can you tell? Maybe you can share a story from behind the scenes or produce a helpful video tutorial? Whatever you do, stick to the truth rather than inventing something unreal.

4. Not measuring and promoting your content
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” said John Wanamaker. Today, the situation is different. There is more data than ever and it’s possible to track every click.

Always evaluate and promote your content. Don’t believe it will take off on its own. Instead, focus on distributing your content in the appropriate channels and look for insights that can improve your content marketing efforts in the future.

Summary
Let 2017 be the year you document your content marketing strategy, understand your audience, tell powerful stories and evaluate as well as promote your content. With those mistakes out of the way, you have a bigger chance of making 2017 a more successful one. Which mistakes do you want to avoid in 2017?

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