Sin No. 1: Using your content to advertise products
This is the biggest sin that many brands are committing. Content marketing is not about selling. In fact, it's barely about marketing. It's about giving your brand a voice and personality. If you choose to become your own publisher, ignore your fundamental marketing instincts. They won't help you. Rather, look at the undertaking as a long-term investment like social media. Brands that "sell, sell, sell" on social are not popular. But brands that communicate, engage, and have a tone on Facebook and Twitter are very popular. Leave the sales pitch at the office.
Marketing visionary Geoff Ramsey, chairman and co-founder of eMarketer, speaks to iMedia about why this is the biggest sin that brands shouldn't commit if they want any chance at succeeding in the content space.