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!

Our Work

Our work reflects our focus on reputation, relationships and results. We are all about generating new leads, increasing guest counts and moving the needle for your business. We daydream about KPIs just like you.

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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.


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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.


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 an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • 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.


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?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position