7 Costly Content Mistakes, New Facebook Ad Types, & YouTube Introduces Video Reach Campaigns ...This Is THE LATEST!
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I've got a joke for you:
What's a camel? A horse designed by a committee!
Source: GIPHY
This is one of my favorite jokes to tell at work, because it so exquisitely captures what us digital marketers do better than anything else — ruin things.
For example, email used to be exciting and fun. Now, 99% of the emails I receive are complete and utter spammy garbage. Emails that are valuable and exciting are now the exception, not the rule. All because of marketers like me.
Social media was fun for awhile, too. Then marketers came charging in with pushy ads — and a very loose understanding of how hashtags work — to the point where social media networks had to create algorithms to keep us from gaming the system.
But my absolute favorite is how many of us build content strategies...
Our strategies should (in theory) be made up of topics that answer the most pressing questions of our buyers. Too many of us, however, create these strategies without ever asking sales — the folks with the most first-hand knowledge of what our buyers care about — to be a part of the conversation.
And then we wonder why they consider the vast majority of the content we publish to be fluffy or useless.
We think we designed a horse when, in fact, we designed a big fat camel.
If that sounds like you, don't be too hard on yourself. I can only say these things now because I spent years making lots of mistakes as unwitting, world-class purveyor of camel content strategies.
We all mistakes, and that's OK.
As the saying goes, "the first step is admitting you have a problem."
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