Spark 2017: 7 Mistakes Killing Your Content Marketing... and How to Avoid Them by Kristin Kovner

1. 7 Mistakes Killing Your
Content Marketing
SPARK 2017
Kristin Kovner
@kristinkovner
kristin@ksquaredstrategies.com

2. S E A S O N E D M A R K E T I N G
P R O F E S S I O N A L
• VP of Marketing AOL during turnaround
• Head of Industry Marketing at YouTube
• Product Marketing Manager at Google
• Marketing Columnist (Mashable, ClickZ,
Newsweek)
Best-in-class branding strategies for high-
growth tech and media companies

3. We All Make Mistakes…

4. 1
Making “Branded Content”
Instead of “Content”

5. You know how I know
preroll is bad?
There’s a countdown clock
until I get to skip it…
SKIP VIDEO

8. How Do You Know What
People Want to Watch/Read?
Ask them.

9. Full report available at www.Hashoff.com

10. 2
Confusing Your Product
with Your Purpose

14. 3
Being Time-Sensitive
vs. Timely

16. 4
Building Your House
On Rented Land

17. OWNED
PAID
EARNED

18. 5
Creating Content in Just
One Format

19. BLOG POST
INFOGRAPHIC
MICRO-CONTENT
PODCAST
VIDEO
WEBINAR
Make Your Content Sliceable & Diceable
Q&A
IG STORY
EBOOK
WHITEPAPER
BOTS

21. 6
Measuring Weekly
(or, Gasp! Monthly)

23. 7
Short-Selling Your
Responsibility

24. IBM,
2016.
70% of the sales
process occurs
before a prospect
ever meets a
salesperson.

25. 8
Thinking Too Small

26. There are no low-interest
categories, only low-interest ideas.
ANDREW ESSEX, VICE CHAIRMAN, DROGA5
“

27. MAKING “BRANDED CONTENT”
INSTEAD OF “CONTENT”
Make content your audience wants to watch –
ask them if you’re unsure!
7 Mistakes Killing Your Content Marketing
CREATING CONTENT IN JUST
ONE FORMAT
One size does NOT fit all!
CONFUSING YOUR PRODUCT WITH YOUR PURPOSE
Stay true to the why of your brand
BEING TIME SENSITIVE VS. TIMELY
Create content with a shelf life
BUILDING YOUR HOUSE ON RENTED LAND
Don’t forget to invest in owned channels!
MEASURING WEEKLY
Take an always-on approach!
SHORT-SELLING YOUR RESPONSIBILITY
Marketing is a revenue-driver, not a cost center
THINKING TOO SMALL
Assume you have permission to make great work!
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28. Thank You!SPARK 2017
Kristin Kovner
@kristinkovner
kristin@ksquaredstrategies.com