The most expensive mistake in content marketing is missing your target. The road to success is lined with burning wrecks of campaigns that targeted the wrong audience, created the wrong content or build relevance in an irrelevant social network.
A documented content strategy is the best way to avoid disaster. According to the 2014 B2B content marketing report, B2B marketers who have a documented content strategy are far more likely to consider themselves effective at content marketing (66% vs. 11%). Nevertheless, only 44% of marketers have documented their strategy.
The first step in that documentation process is to define who you are and why you’re publishing. Your strategy becomes a road map that supports (or rejects) every action you take in marketing. Not sure about something? Check your strategy. If it doesn’t fit, leave it out.
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