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Five common content marketing mistakes

By Alexandra Reid

Getting noticed online today requires more effort than ever before, as many businesses are getting more skillful at producing content and sharing it in interesting ways to engage their audiences.

Research from Content Marketing Institute shows that content marketing spending is increasing, more tactics are being employed and marketers are getting more confident at how they use content to engage audiences online.

But that doesn’t mean most businesses are doing content marketing successfully. Content Marketing Institute also said that 90 percent of B2B marketers do some form of content marketing, whether they realize it or not. It then went on to list the most popular content marketing tactics — article posting, social media, blogs, eNewsletters, case studies, and in-person events.

Either those businesses don’t realize they are marketing when they share content through those channels or through their other less popular marketing activities, or they don’t identify those marketing activities as content marketing. Either way, it’s concerning.

But, like many statistics, this one doesn’t paint the full picture. I would like to know those details – what percentage of businesses are doing content marketing without realizing it, and, specifically, why is this the case?

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