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Spark 2017: 7 Mistakes Killing Your Content Marketing... and How to Avoid Them by Kristin Kovner

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Spark 2017: 7 Mistakes Killing Your Content Marketing... and How to Avoid Them by Kristin Kovner

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Spark 2017: 7 Mistakes Killing Your Content Marketing... and How to Avoid Them by Kristin Kovner

  1. 1. 7 Mistakes Killing Your Content Marketing SPARK 2017 Kristin Kovner @kristinkovner kristin@ksquaredstrategies.com
  2. 2. S E A S O N E D M A R K E T I N G P R O F E S S I O N A L •  VP of Marketing AOL during turnaround •  Head of Industry Marketing at YouTube •  Product Marketing Manager at Google •  Marketing Columnist (Mashable, ClickZ, Newsweek) Best-in-class branding strategies for high- growth tech and media companies
  3. 3. We All Make Mistakes…
  4. 4. 1 Making “Branded Content” Instead of “Content”
  5. 5. You know how I know preroll is bad? There’s a countdown clock until I get to skip it… SKIP VIDEO  
  6. 6. How Do You Know What People Want to Watch/Read? Ask them.
  7. 7. Full report available at www.Hashoff.com
  8. 8. 2 Confusing Your Product with Your Purpose
  9. 9. 3 Being Time-Sensitive vs. Timely
  10. 10. 4 Building Your House On Rented Land
  11. 11. OWNED   PAID  EARNED  
  12. 12. 5 Creating Content in Just One Format
  13. 13. BLOG POST INFOGRAPHIC MICRO-CONTENT PODCAST VIDEO WEBINAR Make Your Content Sliceable & Diceable Q&A IG STORY EBOOK WHITEPAPER BOTS
  14. 14. 6 Measuring Weekly (or, Gasp! Monthly)
  15. 15. 7 Short-Selling Your Responsibility
  16. 16. IBM,  2016.   70% of the sales process occurs before a prospect ever meets a salesperson.
  17. 17. 8 Thinking Too Small
  18. 18. There are no low-interest categories, only low-interest ideas. ANDREW ESSEX, VICE CHAIRMAN, DROGA5 “
  19. 19. MAKING “BRANDED CONTENT” INSTEAD OF “CONTENT” Make content your audience wants to watch – ask them if you’re unsure! 7 Mistakes Killing Your Content Marketing CREATING CONTENT IN JUST ONE FORMAT One size does NOT fit all! CONFUSING YOUR PRODUCT WITH YOUR PURPOSE Stay true to the why of your brand BEING TIME SENSITIVE VS. TIMELY Create content with a shelf life BUILDING YOUR HOUSE ON RENTED LAND Don’t forget to invest in owned channels! MEASURING WEEKLY Take an always-on approach! SHORT-SELLING YOUR RESPONSIBILITY Marketing is a revenue-driver, not a cost center THINKING TOO SMALL Assume you have permission to make great work! 1   2   3   4   5   6   7   8  
  20. 20. Thank You!SPARK 2017 Kristin Kovner @kristinkovner kristin@ksquaredstrategies.com

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