Linda Pophal, CEO, Strategic
Communications, LLC, cautions companies against key missteps in shaping their content marketing strategy. She also outlines some of the best
practices. Below are her suggestions:
Missteps: 1. Not
tying activities to the organization’s strategic plan; 2. failing to use, or
repurpose, existing content; 3. focusing
on quantity over quality;
3. considering online communication separate from other
communications; 4. failing
to leverage opportunities for referrals and backlinks; 5. not monitoring and learning from
analytics.
Best practices: 1. create a content calendar, but
don’t be completely tied to it; 2. if there is more than one
audience one is attempting to connect with, create multiple profiles; 3. listen
to, and learn from, your audiences.
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