To start our series on common mistakes companies make in their content marketing, let’s begin with a big one: not being strategic.

This is the reason top stakeholders lose patience with content marketing efforts. It’s the reason most efforts fail to show any results within a year. It’s the reason they aren’t sustainable. It never had a purpose to begin with.

“We should have a blog!” is a terrible reason to start a blog. “We need a way to educate our community on the differences between our product and our competitors” is a great reason to start a blog. [Read more…]