Content marketing is critical to raising your brand’s visibility to the right audience. However, there are a number of mistakes—from failing to conduct search optimization to publishing boring content to just getting overwhelmed and giving up—that can offset your team’s hard work.
Look Left’s Bryan Scanlon and Matt Raven have seen just about every content mistake imaginable. They recently shared the top content strategy mistakes companies make and ways to avoid them in the latest episode of the Look Left @ Marketing podcast.
00:50 - Don’t fall in love with messaging that isn’t search-optimized.
01:50 - Top-of-the-funnel B2B content should focus more on problems and pain points instead of solutions.
04:53 - One of the biggest content strategy challenges is producing content for the right sized audience.
06:47 - Content has to be both interesting and SEO optimized.
08:12 - There’s some thought that says the sales funnel is now more of a pinball machine.
09:39 - Owned content is important, but brands also need earned content to gain greater credibility.
11:20 - Successful, efficient content marketing is based on larger, optimized pieces of content that can be repurposed into smaller offerings.
14:49 - Updating older, well-performing content is a relatively painless way to extend its relevance and lifespan.
