Abridged and reprinted with permission from her blog, Marketing Interactions.

In an effort to help you get the most out of your B2B content marketing efforts, I thought I’d shed some light on the kind of stuff that can derail your attempts to gain the attention of your prospects.

Hiring an expert to develop content and then revising it to insert all those “me, me, me” terms and phrases that are noticeably absent.
Only using a content resource once and then archiving it somewhere offline.
Sending out whatever content is at hand to your entire list every month.
Not creating a content strategy BEFORE you develop content.
Following up a great early-stage content offer with a pushy sales offer.
Creating great content but lousy email messaging that fails to get prospects to click.
Sending a great email message linked to lousy content.
Deluging your database with too many emails, too often.
Not measuring response beyond opens and clicks so you have no clue which content is working, or why.
When your website content is NOT in alignment with your nurturing content—hence confusing your prospects when they do click through.

For 13 more reasons why content marketing fails, see the original post.

Ardath Albee is CEO & B2B Marketing Strategist for Marketing Interactions, Inc.

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Make Your Content Marketing Failsafe

By Ardath Albee

October 2, 2009

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Make Your Content Marketing Failsafe

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