Question: What's one major mistake thought leaders make when it comes to their content marketing efforts? What should they do instead?
You Get the Medium Wrong
"It's great to get a featured piece in The Wall Street Journal. But if you have an artificial intelligence product that teaches people to play PC games, this is not the place for you. The same goes for getting onto TechCrunch as a plumbing trade wholesaler. You want to be sure that your readers are people who would want your product. Otherwise, it's a waste."
You Don't Provide Real Value
"The old theory was to push out enough content to drive web traffic and boost SEO. But now that everyone is pushing out content to the web, it's getting harder to sift through the "white noise." One way to stick out from the crowd is to create meaningful experiences with your content. "Ask yourself, "Am I providing real value to the end user with this content?""
You're Sometimes Invisible
"Growing an audience simply by shaping conversations means thought leaders don’t get to turn it off whenever they want to. Followers want to know where you stand on social issues, like who you voted for in the election and who you're rooting for in the Super Bowl. We're looking for a reflection of ourselves, and that extends far beyond the thought leader’s field of expertise."
You're Too Self-Absorbed
"The most common mistake I see made by thought leaders is that they focus too much on themselves rather than the marketplace or their expertise. Knowing that people trust your professional opinion can be intoxicating, and it can be tempting to put yourself at the center of your storytelling. But thought leaders need to resist the temptation, focus on the facts, and dial back the self-congratulation."
You Focus on Quantity, Not Quality
"You have to focus on quality, not necessarily quantity. Content only counts when it provides value and isn't full of filler and fluff. When looking at your content, ask yourself, "Would I care about this piece?" Usually, we write content because we have to, not because we want to provide value. It's not enough to just call yourself a thought leader. You have to be one! "
You Sell Rather Than Inform
"When it comes to content marketing, many leaders focus on selling rather than informing and educating the reader. The only reason a reader wants to check out an article is to learn about a topic, not to hear about your business. Offer real content first, and focus on selling second."