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3 Lessons to Learn From Content Marketing Blunders

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Even Content Marketing Masters make mistakes sometimes. We asked some of content marketing's best to share a notable career blunder, and what marketers everywhere can learn from …

Even Content Marketing Masters make mistakes sometimes. We asked some of content marketing's best to share a notable career blunder, and what marketers everywhere can learn from them.

Featuring:
Kyle Lacy, Salesforce ExactTarget Marketing Cloud
Doug Kessler, Velocity Partners
Frank Barry, Blackbaud
Neil Patel, Quicksprout

More in: Marketing
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  • 1. The Masters' DISASTERS3 Lessons to Learn from Content Marketing Blunders
  • 2. OFTEN BRILLIANCE DOESN'T COME WITHOUT FOLLY
  • 3. For content marketers, your blunder is often alerted to you in that dreaded email...
  • 4. For content marketers, your blunder is often alerted to you in that dreaded email... You'vegotmail! one minute after launch...
  • 5. With someone telling you: you've got a typo in your headline ...just FYI.
  • 6. CRAP. CRINGE-FEST
  • 7. We know these guys are masters... Masters of the eBook Kyle Lacy, ExactTarget Doug Kessler, Velocity Partners Frank Barry, Blackbaud Neil Patel, Quicksprout
  • 8. But we can learn from their mistakes.
  • 9. The 4 Masters' DISASTERSAnd the Lessons One Should Learn Introducing
  • 10. 01 CONFUSING GEOGRAPHY Kyle Lacy Kyle Lacy designed a cover to their global consumer research reports. The inside content was checked and double checked. But the cover wasn’t. Arrows pointed to the wrong countries, and some countries were completely forgotten. #globalcontentfail.
  • 11. 01CONFUSING GEOGRAPHY Kyle Lacy “Some of the arrows didn’t align with the countries. New Zealand wasn’t printed.”
  • 12. CONFUSING GEOGRAPHY OOPS.That didn't go according to plan. 01
  • 13. CONFUSING GEOGRAPHY01 LESSONS LEARNED “Don’t design if you’re not a designer,” -Kyle Lacy Get a fresh set of eyes to review all assets.
  • 14. Frank Barry’s magazine-style eBook format looked phenomenal online. But when people printed the PDF eBook, they lost major chunks of the publication. Copy was lost due to print margins and the fonts chosen were “terrible” and ‘really hard to read.” #offlinewhoops MIND THE MARGINS. 02: FRANK BARRY
  • 15. It’s hard to read great eBook, wh you don’t know i says.
  • 16. It’s hard to read great eBook, wh you don’t know i says. yikes.
  • 17. "It was a fail." Frank Barry 02:MIND THE MARGINS.
  • 18. LESSONS LEARNED Check both print & online deliverables. Choose fonts and styling that work for ALL THE WAYS your customer consumes information.
  • 19. 03DOUBLE FAIL DOUG KESSLER Velocity Partners’ fail was pre- baked into the fail. Velocity partners published a blog post entitled: “Sometimes Content Is Not The Answer. A Content Marketing Fail.” It was about their own content strategy misstep they implemented for a client. Namely, content marketing wasn't the right fit for the client's needs.
  • 20. 03DOUBLE FAIL DOUG KESSLER Later, the client found out it was about them.
  • 21. 03DOUBLE FAIL DOUG KESSLER Later, the client found out it was about them. OOPS!
  • 22. “Never assume any tactic is right for everything.” - Doug Kessler
  • 23. LESSONS LEARNED Choose the right content marketing tactics for each of your needs. Maybe don't publish your blunders publicly.
  • 24. 04: TOPIC FLOP NEIL PATEL Picking a good topic for your eBook is crucial to its eventual success. Neil Patel oncedeveloped an eBook and knew thetopic wasn’t great all along. But heran with it anyway. A few months later, out popped an #eBookflop.
  • 25. "I knew it was going to be a flop before we created it...the topic was too generic and overplayed." Neil Patel 04: TOPIC FLOP
  • 26. LESSONS LEARNED Vet your ideas. Don’t be afraid to pump the brakes on projects you sense may fail.
  • 27. my gosh.aren't you glad those gaffes weren't yours?!
  • 28. for nothing THESE GUYS AREN'T MASTERS LUXURY but remember...
  • 29. for nothing THESE GUYS AREN'T MASTERS THESE SAME MARKETERS ALSO CREATED SOME OF THE BEST PUBLISHED EBOOKS IN THE LAND. LUXURY but remember...
  • 30. DISCOVER ALL THE BEST eBOOKS AND THE MASTERS BEHIND THEM IN: MASTERSOF THE eBOOK Download your free copy here.
  • 31. THANK YOU.