Industry Magazine Commercial Kitchen Fall 2016 | Page 21

ONE OF THE BIGGEST MISTAKES
COMPANIES MAKE IS NOT PLANNING
IN ADVANCE TO ACQUIRE AN AUDIENCE
THROUGH CONTENT CREATION AND
DISTRIBUTION.

Goodbye Junk.
Hello Relief!

others don’t: they have a documented content marketing
plan, and they refer to that plan on a regular basis.

No Process.
I see it every day. Scenario: Marketing campaign…ads to
be placed…then someone asks about the content plan…
people scurry about…someone runs out to get the content.
Plan upfront to create, repurpose, and distribute content.

Where’s the Call?
Each piece of content should have a call to action or a
customer behavior you’d like to see. What would happen if
you asked why to each piece of content you create? I’ll tell
you what. You’ll either know the call to action or you’ll kill the
content for lack of purpose.

Channel Silo.
Are you paying attention to one channel at the expense
of all others? It’s okay to have one main channel, like a
blog, but you’ll miss the true power of content marketing
by not leveraging all available channels. Think like a media
company. The greatest media companies focus on all three
legs of the marketing stool—digital content, print content,
and in-person content.

Forgetting Employees.
Employee expertise is the most underutilized content
marketing asset companies have. Your employees give your
brand life. Leverage them in the creation and distribution
process. Start with the 5 percent that get it. Show success
stories and move on to the rest of your employee base. (TIP:
Don’t force your employees into a process they won’t do.
Gather the raw content from employees however you can.)

One Word: Editing.
Editing may be the most underrated step of the content
marketing process. Sometimes we don’t understand that
the first draft of a piece of content is just called “a good
start.” Enter the editor. Hire one.

Fill a Need.
Is there an in