The Guarantee
October 9

3 Content Marketing Blunders to Avoid

According to a report by Content Marketing Institute, 72 percent of content marketers credit strategy as a major contributor to their increased level of success. If your company is enjoying mind-blowing metrics from the content-marketing strategies you have in place, good for you! If you’re struggling with less than favorable metrics and are thinking of throwing in the content towel, think again.

Content marketing is one of the least expensive ways to engage customers and increase traffic and leads. Before you decide to scrap an existing content-marketing plan to move in a different direction entirely, think about refining what you have. You can improve your content without breaking the bank by asking yourself three key questions.

Is your content about the consumer rather than your brand? Content that interests and intrigues your target market can do more for upselling than overt calls to action. Bass Pro Shops is a giant retailer, a sportsperson’s paradise and a great creator of consumer-centric content. Recently named the number two hottest retailer in the U.S. by the National Retail Federation, Bass Pro’s meteoric success is not only based on experiential customer marketing; it is also based on their ability to nurture the needs of their market with content. Their 1Source news and tips offer seasonal insider information that is useful and timely to sports-minded consumers.

Are you writing content specifically for your target audience? Create content aimed at forging relationships with your customers and influencers. Consider crafting a company profile that goes beyond your products and services and speaks to your core values and business priorities. Heineken’s company profile greets the reader with a description fit for a blockbuster character. The first few lines quickly identify Heineken as a “proud, independent and responsible global brewer,” making the brand’s giant footprint clear.

Have you considered increasing your video content? HubSpot’s “2018 Ultimate List of Marketing Statistics” states, “64 percent of users are more likely to buy a product online after viewing a video.” You don’t need a million bucks to make a video anymore. Facebook and other social channels have leveled the playing field. Video content is relatively easy to produce and offers an engaging way to connect with your audience. Storytelling never gets old and people never tire of good stories. Just be sure to focus on what you’re trying to achieve with your campaign. Are you selling or informing? Is Facebook best for your audience or an email campaign? Don’t worry too much about techniques or how creative your video will be. While humorous videos may be great fun, definitively targeted ones are more profitable.

Don’t get discouraged if your initial content strategy didn’t generate the results you hoped for. Testing and refining is the secret sauce of marketing. Content really is king in marketing today. So, adjust and refine your content strategy before abandoning the effort.

Tricia Warren, Marketing Strategist at RedRover Sales & Marketing Strategy, can be reached at

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