3 common mistakes content marketers make

Plus: What Netflix and Disney+ will make from ads, Facebook's algorithm change, and Snapchat+ June 24, 2022 [Where’s the disconnect for B2B content marketers?]( B2B content marketers rely on campaigns, plans, and calendars—but none of these equate to a marketing strategy. Simply producing more content can affect the quality and dilute messaging, draining overall value. Content marketers tend to “listen to whomever is screaming loudest,” according to November 2021 Parse.ly research, with 68.7% saying their content strategy decisions come from other teams’ requests. And 51.6% say they originate from anecdotal evidence—50.0% claim they come from executive requests. Content marketing practices are mostly tactical, not strategic. Content marketing missteps include the following: An editorial calendar is not a strategy. It’s a schedule—likely based on anecdotal evidence of a past asset’s success or a popular trend. Nor does a calendar provide processes or limitations for deciding which assets to create. In addition to all the content produced, marketing quickly becomes an in-house provider for one-off requests. Content creation and distribution without a strategy is ad hoc and disorganized. [Read the full article.]( [Introducing The Brief: A Summit Presented by Marketing Brew]( Marketing Brew has partnered with some of the most recognized brands and marketers to bring you a premiere one-day event in the heart of NYC. You'll see a powerhouse set of speakers spotlight innovations, strategies, and provide solutions for the modern marketer. Sounds good, right? Early bird pricing ends 8/15. [Save yourself a seat!]( ADVERTISEMENT [The Weekly Listen: What Netflix and Disney+ will make from ads, Facebook's algorithm change, and Snapchat+]( Tune in to the discussion with our analysts Suzy Davidkhanian and Max Willens, director of reports editing Rahul Chadha and host Marcus Johnson.["Behind the Numbers" is made possible by Marketing Architects. Listen in.]( [Webinar: Build the Hype for Can’t-Miss Events]( You don’t have to convince us. We’re sure your events are incredible experiences, designed to offer attendees an endless array of education and benefits. But how do you convince them to attend? Watch eMarketer’s on-demand Tech-Talk Webinar, presented by Cvent. [Watch Now]( ADVERTISEMENT [How the leading ad-supported streamers compare]( Among major streaming video platforms, Peacock is the one where US subscribers are most likely to have the ad-supported version. Just 20% of Peacock subscribers shell out for the ad-free tier.[Go beyond the chart.]( ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence, Inc. Email sent to: {EMAIL} [Unsubscribe]( | [Change email address]( | [Update preferences]( | [Advertise]( | [Privacy Policy]( If you cannot view the HTML newsletter, please [read it in your browser here](.