One of the common mistakes with content marketing is that the audience isn’t always considered when hitting that publish button.
Content marketing isn’t primarily about SEO, social media, branding or PR goals – it should be about the audience.
For SEO you want to generate natural links & social signals – for social/PR the content needs to be sharable and create a buzz and for branding it needs to provide context and be memorable.
But without an audience, you won’t achieve any of those goals or key metrics anyway. Especially if you want to do things in a natural way for maximum impact – so you need to be hitting all of these goals – not just one of them. (more…)