“First, companies don’t focus on a content area where they can be the leading provider of that information to a particular audience. To cut through all the clutter and build a loyal audience, they need to deliver amazing information.
The second mistake is consistency, he adds. “Generally, it takes 12-18 months for a content-marketing strategy to start delivering revenue of some kind,” Pulizzi says. “Sadly, most brands do not deliver consistently over that period. If we have a weekly newsletter, we should be delivering at the same day and time each week and never miss. Content is a promise to our customers. If we don’t deliver, they simply will forget about us and seek out other information.”
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