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Top 10 Content Strategy Pitfalls

By Kim Wright, Posted August 9, 2012
  • Top 10 Content Strategy Pitfalls-
    Many organizations try to create content to everyone. Truth is your content will be much more effective if you set some parameters and priorities about who your content is for. Defining and ranking your audiences isn't always easy, but it helps you avoid the headaches that come with trying to be all things to all people. For example, you’ll be able prioritize your content efforts and set expectations your colleagues. (This makes it easier to say things like, “Sorry HR, but the team has agreed that the customer content is a higher priority than the job listings.”)

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Top 10 Content Strategy Pitfalls

By Kim Wright, Posted August 9, 2012
  • 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11
  • Top 10 Content Strategy Pitfalls-9
    Many organizations try to create content to everyone. Truth is your content will be much more effective if you set some parameters and priorities about who your content is for. Defining and ranking your audiences isn't always easy, but it helps you avoid the headaches that come with trying to be all things to all people. For example, you’ll be able prioritize your content efforts and set expectations your colleagues. (This makes it easier to say things like, “Sorry HR, but the team has agreed that the customer content is a higher priority than the job listings.”)

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