In B2B public relations and marketing efforts, creating valuable and compelling content is a key driver of success. You may know how to produce relevant content for your business, but are you producing it with an overall strategy in mind?  A recent study by the Content Marketing Institute and MarketingProfs found that most B2B marketers have a content marketing strategy, but only 35% have it documented.

Following a well-defined strategy allows everyone contributing content to be on the same page. When you don't have a documented content marketing strategy for your company, the room for errors grows exponentially.

An article published by PR Daily discussed common mistakes that businesses make when developing content marketing strategies, and we've outlined a few here. Are these mistakes haunting your strategy and halting effective results?

1. Undefined goals. The content you produced needs to have purpose. Writing out specific goals you wish to achieve by developing content will boost results and drive strategy advancement. Know why you are creating content and exactly how you want it to impact your business.

1. Not revealing enough. Don't be afraid to share more than just on-the-surface, corporate information with your readers. Humanizing your brand will establish a brand personality, and your audience will appreciate the transparency.

1. Creating content in silos. Creating content that is supported across departments within your organization increases engagement. Not only does it bring together professionals from all areas of your company, it also allows readers to view your brand as an expert in multiple business functions within your industry.

1. Inconsistency. We can't stress enough how important consistency is in content creation. To establish yourself as an industry expert, posting and publishing content needs to be a priority and clearly defined within your strategy. Your audience should know when to expect content and where they can access it on a regular basis.

A well-defined and documented strategy will ensure your content marketing efforts are producing solid results for your business. If your strategy is documented, don't allow these mistakes to hold it back. At Ripley PR, we understand what it takes to develop a content marketing strategy that will establish your brand as an industry expert and, in turn, generate leads. If you need help revamping your strategy and creating consistent content for your audience, contact our team today.