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Top 10 Content Strategy Pitfalls

  • Top 10 Content Strategy Pitfalls-
    Speaking of measurement, when you ask most businesses how they currently measure content effectiveness, they’ll give you a Google analytics login and a smile. Analytics are great, but no single measurement method captures the complete picture of content. Try to use a variety of measurement methods — such as user research, expert reviews, and competitive comparisons — to get more well-rounded results.

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Top 10 Content Strategy Pitfalls

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  • Top 10 Content Strategy Pitfalls-6
    Speaking of measurement, when you ask most businesses how they currently measure content effectiveness, they’ll give you a Google analytics login and a smile. Analytics are great, but no single measurement method captures the complete picture of content. Try to use a variety of measurement methods — such as user research, expert reviews, and competitive comparisons — to get more well-rounded results.

Melissa Rach, vice president of content strategy at Brain Traffic and coauthor of Content Strategy for the Web, Second Edition, sees far too many organizations making similar mistakes in their outreach attempts. The "throw it together" approach that most people employ tends to create havoc, rather than useful information for potential customers and clients. She shares 10 of the most common (and dangerous) pitfalls that everyone should learn to avoid.

Web pages, mobile apps, print materials, and social media create an endless stream of content that can be a challenge for any organization. A content strategy can help ensure that all of your content efforts are beneficial to your business, and ultimately to your content users.

Adapted from Peachpit for IT Business Edge