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Content Marketing Hall of Shame

The document discusses the Content Marketing Hall of Shame, highlighting common mistakes made by marketers such as focusing too much on themselves instead of the audience, neglecting consumer pain points, and failing to set proper marketing goals. Various marketing leaders, including Joe Pulizzi and Michael Brenner, emphasize the importance of understanding the target audience and engaging consumers at all stages of the sales funnel. The piece concludes with a note on the significance of social sharing options and the need for marketers to think like publishers.

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THE INAUGURAL CLASS OF THE Content Marketing HALL OF SHAME
Inducted by Seven Marketing Leaders AND PRESENTED BY BARRY FELDMAN COPYWRITER, CREATIVE DIRECTOR & CONTENT MARKETING CONSULTANT AT
“A major mistake involves too much ‘me, me, me.’ Marketers like to talk about themselves first. But if we think like publishers and focus on the reader’s needs, we have a better opportunity to deliver quality information.  Remember, our customers don’t care about us, they care about themselves.” “JUNTA” JOE PULIZZI • Co-author of GET CONTENT GET CUSTOMERS & MANAGING CONTENT MARKETING • Speaker, blogger, Founder of the  CONTENT MARKETING INSTITUTE
WELCOME TO THE CONTENT MARKETING HALL OF SHAME The Narcissist Too much ‘me, me, me’
“A common mistake is not understanding our target audience’s pain points: simple surveys using free tools like Survey-Monkey or Zoomerang can provide quick and easy access to a prioritized list of prospect pain points.” MICHAEL BRENNER • Senior director of global marketing SAP • Co-founder BUSINESS 2 COMMUNITY • Blog author at B2B MARKETING INSIDER
WELCOME TO THE CONTENT MARKETING HALL OF SHAME The Assumer Doesn’t work to understanding the audience’s pain points
“The most common mistake is an unwillingness to think like a consumer and then write stuff consumers really care about. My motto is simple when it comes to content marketing: if they’re thinking it, we should be addressing it… We can’t bury our head in the sand. We need to address subjects (like pricing, for example) head on.” MARCUS SHERIDAN • Founder of THE SALES LION • Speaker, trainer, blogger & author • Partner at RIVER POOLS AND SPAS
WELCOME TO THE CONTENT MARKETING HALL OF SHAME The Hearing Impaired Isn’t listening to the customer
“Selling rather than helping… You should try to imagine why people would want to read, listen to, or view the content you are creating. What is in it for them? Companies that inform or guide potential customers are the companies that are winning online.” ARNIE KUENN • President at VERTICAL MEASURES • Author of ACCELERATE
WELCOME TO THE CONTENT MARKETING HALL OF SHAME The Pitchman Confuses content marketing with advertising
“One of the biggest content marketing mistakes is to jump in and start creating content. You must first set marketing goals for your content that are aligned with your business objectives, understand your target audience including what types of content they like and where they look for content, and develop appropriate content marketing metrics.” HEIDI COHEN • President at RIVERSIDE MARKETING STRATEGIES • Blogger at ClickZ • Actionable marketing expert at HEIDICOHEN.COM
WELCOME TO THE CONTENT MARKETING HALL OF SHAME The Aimless Rather not bother with marketing goals
“One of the biggest mistakes is to assume that content marketing is only for the top part of the funnel — the being found and generating leads part.  Content marketing is more holistic than that and should ultimately be developed as a process that engages the consumer through every stage of the funnel — all the way through engaging them as a subscriber AFTER they’ve become customers.” ROBERT ROSE • Chief troublemaker at BIG BLUE MOOSE • Co-author of MANAGING CONTENT MARKETING
WELCOME TO THE CONTENT MARKETING HALL OF SHAME The Beginner Fails to engage consumers at every stage
“One of the most overlooked issues is a lack of social sharing options. For your blog, this involves the big four: Twitter, Facebook, LinkedIn, and Google+. Simply Google the social network in question and add the word “button” and you’ll likely find the code to embed it on your site. Really smart marketers have figured out how to put social sharing directly inside of PDF files, too.” MICHAEL STELZNER • CEO and founder at SOCIAL MEDIA EXAMINER • Author of LAUNCH
WELCOME TO THE CONTENT MARKETING HALL OF SHAME The Field of Dreamer Thinks if you create it, they will come
SPECIAL THANKS TO ORIGINAL PUBLISHERS OF ☛ Lessons from the Content Marketing Hall of Shame By BARRY FELDMAN
Point your browser to FeldmanCreative.com for all your online marketing needs. Owner Barry Feldman has been a copywriter and creative director since 1988. A seasoned storyteller, Barry will help you create ultra- magnetic content and offer pointers to sharpen your site, attract and engage prospects, nurture relationships, generate sales, and build loyal brand advocates. Free pointers at FELDMAN CREATIVE Barry’s BLOG Barry’s articles at CONTENT MARKETING INSTITUTE Additional SLIDESHARE resources