The third mistake most companies make in content marketing is not being consistent.

Most company blogs follow this pattern: an opening “Welcome to our blog!” post, 2-4 mildly interesting posts within a two-month period, then nothing.

For these companies, Content Marketing is just another campaign to try for a while until they realize that it actually takes a lot of work. They rarely push through long enough to see any results. Their content sits on a digital platform somewhere as a signpost to everyone – “We tried this, but it didn’t work.”

These content ghost towns are not only depressing, they’re a huge waste of time and money. [Read more…]