Building a successful content marketing strategy requires a very clear articulation of one's goals: establish thought leadership, create awareness, generate consideration and affinity with the brand, or convert leads for a direct response. Without that, it's impossible to measure success. In addition to setting goals, you need to understand both the potential and limits of each type of content playing a role in your strategy. Furthermore, by studying your audience's interaction and engagement with content, you can easily refine and optimize your strategy.
Below are five common mistakes that content marketers make and what you need to know to avoid them.
Curating content from around the web and driving traffic elsewhere
Curating is an excellent first step for marketers who do not have their own content because it requires significantly less time and effort than creating content from scratch. There are essentially two flavors of curated content: linking out and linking in.
Linking out -- social sharing
Social sharing involves combing the web for the best and most interesting content in your niche, and then sharing it with your followers. Generally, this is done through social media platforms like Facebook, Twitter, Google+, and LinkedIn. This type of curating helps to position your brand as an expert resource without your having to create anything from scratch.
You can share general content that promotes the category and also propagate "earned" content produced by third parties that reflects favorably on your brand -- for example, a great review about your product or service on CNET.
The downside of this tactic is that it will rarely bring traffic to your website, and what it does bring will be difficult to track. So, if one of your primary marketing goals is driving visits -- or collecting leads or increasing conversions -- then you should consider investing in the second flavor of curating: a service that allows you to host curated content on your own site.
Linking in -- "leased" content
Companies like Newscred and Scribit enable marketers to host curated content directly on their website. They take care of the SEO and copyright issues and make it easy to search, select, and post content to your site, as well as to share it socially or amplify it on any other channel.
This way you can both position your brand as an expert and benefit from more visitors -- and longer visits -- to your website. Additionally, it enables you to associate your brand with top publishers, offering a level of trust that would otherwise be hard to achieve.