7 Deadly Content Marketing Sins

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Content Marketing Sins

Creating content that is heralded by flute-playing angels right to the pearly gates of your ideal customer’s screen may seem like a bit of an impossible task, but here at Ghidotti, that is what we strive for. And while we may spend most of our time and energy on designing and executing a content marketing strategy correctly, there are definitely a few vices to avoid ending up in Dante’s content Inferno. The following Seven Deadly Content Marketing Sins will send you straight to content purgatory, but don’t worry, Ghidotti is here to help.

#1 Not Planning Ahead

Having a brainstorm of innovative ideas with your team can make it so easy to dive in head first on your content marketing execution without stepping back and taking a deep breath first. Before you get ready to jump, you must develop a strategy. Without a successful content marketing strategy in place, your marketing will lack a foundation, purpose and organization, which will make it impossible to measure success. 

#2 Lack of Teamwork

Planning and executing a successful content marketing strategy cannot happen without a strong team behind the scenes. Collaboration drives better ideas and greater results so having a team to help out when things get tough is important. Take the Ghidotti Team for example. Our mix of personalities and strengths brings fantastic energy and determination to our content marketing, from the early brainstorm phase to garnering great results for our clients!

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#3 Targeting the Wrong Audience (or not identifying your audience at all)

Identifying and understanding your audience is one of the most vital details in a successful content marketing plan. Before you can even begin to reach your target audience, you need to understand who they are, how they think and what they will need or want from your company. What you need to avoid is thinking that everyone will be interested in your content. Every client is unique. At Ghidotti, how we connect with our McDonald’s customers is completely different in strategy, look, tone, feel and execution than what we do for Arkansas Prostate Cancer Foundation, but by tailoring our content marketing based on their audiences, we are able to garner great results.  

#4 Not Measuring Your Results

Learning from your successes – and more importantly, your mistakes – can be vital when it comes to keeping your customers happy and your content marketing fresh. That isn’t to say you need to wait until the end of your road map to start thinking about results. At Ghidotti, we highly recommend tracking your results and reporting back to your team along the way. Moreso, we recommend adjusting as needed. It is completely normal to adjust your strategy over time as you or your client’s goals change. 

#5 Being a Copycat, Not a Thought Leader

At Ghidotti, we are big believers in thought leadership when it comes to every project and every client. Taking what you’ve seen someone else do and copy/pasting it for yourself will not make your work stand out. But what is thought leadership? At its core, it’s a marketing strategy that focuses less on content that sells and more on content that establishes you as an expert in your field. That’s not to say you cannot take inspiration from something you think worked well. It just means you need to think strategically about how you can make it work differently for your brand, your audience and your goals. 

#6 Overcomplicating Your Approach

Sometimes your content “dreams and ideas” may seem overwhelming. A brainstorm between your team can be total chaos as ideas bounce around the room, resulting in a plan of action that is over budget, over complicated and over capacity. Understanding your team’s bandwidth from the brainstorm stage and going forward will prevent you and your team from feeling over promised and under delivered. Knowing your limits from the roadmap stage will result in a plan that is valuable, steady and regular, and you will definitely see the results. 

#7 Inconsistency with Brand Look and Feel

Your business’ brand goes far beyond an attractive logo and a clever slogan. To establish your company in a way that builds awareness and differentiates you from competitors, brand guidelines are key. So yes, a logo and a slogan are important, but consistency with brand voice (the language you use across all of your content despite the platform) and brand style (which can include rules surrounding fonts and colors) will make your brand stand out. 

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Once you absolve yourself of the following content marketing sins, you will be on your way to a strategic plan that will see tangible results. Still not quite sure where to start? Check out our Disruption Sessions for more information on how we can help you come up with the perfect content marketing strategy for your business.

McDonald’s

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We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.