?? Every marketer's #1 mistake

Hey, Game Changer! ???

These days, so many companies are focused on content, content, content. But many overlook the second piece – Marketing!

This week we're diving into what the #1 mistake every content marketer makes with Ross Simmonds , Founder of Foundation Marketing .

[Watch the replay]

The #1 mistake among content marketers revolves around focusing too much on creation and not enough on distribution and promotion.

Here are 5 ways to refocus your content marketing & distribution efforts to drive bottom-line results:

1. Connect content to business goals:?Your content marketing strategy is going to look different if you're focused on brand awareness vs. bottom funnel conversions. Brand awareness content might look like putting out more thought leadership content through social channels & appearing on podcasts whereas bottom funnel content will look more like comparison pages, persona pages, etc.
2. Create a distribution playbook: This is the roadmap that happens after you press publish. Connect these distribution playbooks with all the content you produce and you'll find that there is 10x more traffic going to these pieces than the one that didn't have a defined distribution playbook.
3. Understand content user fit: Know which stories your audience is going to resonate with. To do this you need to reverse engineer the content that your audience wants, identify themes and trends that you can apply to your own niche and then give it back to your people and your audience on the channels where they're spending time.
4. Focus on what you're good at: For example, it's much better to be ridiculously good at LinkedIn where every single time you put out a piece of content, it's a hit rather than being mediocre at a whole bunch of channels. Don't stretch your resources so tightly where you can't make a meaningful impact.
5. Don't be scared of Reddit: Reddit can be a goldmine since Google is investing more in sending people to people rather than businesses. But to make it work you need to follow the same process from point 3 – immerse yourself in a subreddit that is relevant, then study it and look for trends to see what type of content they want, finally you serve it back to them.

"The reason why so many people present a content calendar with a bunch of blog posts and say 'this is our content strategy' is because the content marketing industry has completely forgotten about the second word within our industry – Marketing." - Ross Simmonds

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