Are You Making These 8 Costly Content Mistakes?

What It Covers

James and his co-host break down eight fundamental content marketing errors that prevent B2B companies from connecting with decision makers and generating qualified leads, covering social strategy, content diversification, planning timelines, analytics tracking, and platform focus with specific tactical recommendations.

Key Questions Answered

• •Platform-Specific Strategy: Document separate strategies for each social platform rather than treating them identically. YouTube requires optimization for discovery and feed algorithms, not library-style posting. LinkedIn demands personality-led distribution through executive and subject matter expert profiles, not just company pages, to maximize reach and engagement with B2B audiences.
• •Content Format Diversification: Vary content formats and series to maintain audience interest while preserving substance quality. When a specific format performs well on short-form platforms like TikTok or Instagram Reels, double down and create an entire series around it. Start with quantity to identify what resonates, then shift focus to quality once patterns emerge.
• •Funnel-Based Analytics Tracking: Measure different metrics at each funnel stage rather than focusing solely on conversions. Top of funnel tracks reach and engagement with 97% of non-buyers. Middle of funnel monitors resource clicks and audience learning. Bottom of funnel measures downloads and purchases. Review analytics weekly to inform next round of content ideation.
• •Original Research Investment: Allocate six to nine months for heavy-lift content projects like original research that competitors avoid due to difficulty. The 2025 State of Video Podcasting example analyzes top 150 podcasts to generate data-backed insights, revealing only 32% use interview formats, which strengthens market positioning beyond opinion-based claims.