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.


Marketing / Communications

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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

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