If you’re going to succeed with Content marketing there are monsters you need to be aware of. Here are 12 monsters and how to beat them.

1. Pontus Staunstrup
@PStaunstrup
Content
Marketing
Monsters That
Will Ruin Your
12

2. Forewarned is forarmed
If you’re going to succeed with
Content marketing there are
monsters you need to be aware of.
Here are 12 monsters and how to
beat them.
@PStaunstrup

3. 1.“It’s a project”-stein
Content marketing is a commitment to
create relevant and useful content. And to
keep doing it over time.
But if management see it as a project they
will expect quick results.
Solution: Get buy-in from management
before you start, and be very clear that it
must be a long-term and integrated effort.
@PStaunstrup

4. 2. No-Goals
Kong
Without goals, how will you know if your content
marketing is successful? Or which parts worked the
best? You need clear goals to measure efficiency.
Solution: Define the purpose with your content
marketing in your marketing strategy. Then create
specific goals and measure regularly.
@PStaunstrup

5. 3.The invisible man plan
Far too many companies create content only when
someone has the time or feel inspired. The target
group gets confused and eventually lose interest.
Solution: Start by creating a content calender, and
plan your content production on a yearly, monthly and
weekly basis. And keep a firm schedule for publishing
@PStaunstrup

6. 4.The “No strategy” robot
Not having a documented strategy is the single
most common reason why content marketing
fails. Without a strategy you can’t work
efficiently and use resources wisely.
Solution: Take the time to invest in a proper
strategy, including guidelines and a clear plan
for activities. And make sure you implement it
properly.
@PStaunstrup

7. 5.The Creature from the
“Work in a silo” lagoon
If you belong to a big company someone is probably
creating the same kind of content you are elsewhere.
This is a waste of time and money.
Solution: Coordinate all content planning across the
company. This will ensure you get better content for
less money. And more opportunities to reuse content
in different formats and channels..
@PStaunstrup

8. Efficient content marketing is not about pushing
out as much content as possible. It’s about
providing the right content to the right target group.
Too much content might drive them away.
Solution: Make sure every piece of content you
create has a clear purpose and really provides
value to your target group.
6.“Too much content”-zilla
@PStaunstrup

9. 7. Dr Jekyll and Mr No
Target Audience
If you try to talk to everyone you might end up
talking to no one. Only by having a clearly
defined target audience can you create relevant
content.
Solution: Take the time to not only to define your
target audience, but also understand who they
are and what they need. And this is just as
important in B2B as in B2C.
@PStaunstrup

10. 8. No Distribution
Aliens
Even if you create the best content in the world you
still need to work just as hard to get it out in different
channels and in different formats. Otherwise no one
will see it and interact with it
Solution: Always make it easy for your target group to
find your content, by making sure it’s available where
they are. Via search, social media and paid media
@PStaunstrup

11. 9. Giant “Using content once”
spiders
Creating content that’s used only once is a waste of
money. You need to use it in several channels and re-
use it a lot. Don’t worry about tiring people, this
actually increases their chance of seeing it.
Solution: Create an editorial calender that allows you
to plan for re-using and re-making content.
@PStaunstrup

12. 10. Mr Evil DIY Man
If you’re going to do everything from strategy and
planning to producing and distributing content the end
result will suffer.
Solution: Engage your colleagues and have them
help you with analysing the target group and generate
ideas. With everyone onboard distribution is much
more effective from a quality and quantity perspective
This tip came from Ola Eriksson
@PStaunstrup

13. 11.The Vampire of “Creating
one off content”
Your job is not to reach potential customers with one
piece of content. It’s to guide them through a
purchase process and build a relationship with them.
You need to understand what content to use where.
Solution: Map the purchase process and make sure
you have content for every step, including building
and developing the relationship after the purchase
This tip is from Paul Pruneau
@PStaunstrup

14. 12.The “Creating content
by committee” mummy
Make sure you streamline the approval process of
your content. If too many people are involved both
the process and quality of the content will suffer.
Solution: Create clear rules about who gets to
weigh in or decide and on what. For example, a
product owner doesn’t get to decide what formats or
channels to use.
This tip came from Louis Christ
@PStaunstrup

15. A final word werewolf
If you avoid these monsters you will have a mucg
better chance of succeeding with your content
marketing. Start with the strategy, everything else
hinges on that one.
Good luck, and please visit staunstrup.se/en for
more tips and insights.
@PStaunstrup

16. Questions?
Don’t hesitate to get in touch:
@PStaunstrup
https://www.linkedin.com/
in/pontusstaunstrup
www.staunstrup.se/en
@PStaunstrup
pontus@staunstrup.se