An entire web presence full of high-quality content: downloads, guides, checklists, news... But the user interface is completely unclear. This applies both to those who actually start their user journey from the homepage (which is increasingly rare anyway) . But it applies even more to those who come across your content somewhere via a subpage. It is hardly clear to anyone what a valuable collection you have put together or where something that someone needs is hidden.
Antidote: With the right order, everything becomes simpler and more bank data coherent. Record all content in a content inventory, evaluate it and reorganize it. Ideally, this will create something like a central magazine with interfaces to the outside digital world. Same content, increased value, much better perception. It's best to start with it right away. But please make a plan first!
3. You confuse the medium with the marketing. Still.
Gaining information, entertainment, help with specific problems: these are typical characteristics of content in content marketing. Notice something? "Self-praise" or "self-promotion" do not appear in the list at all. Even if you fill a Facebook fan page or a Twitter account with content, this does not automatically become content marketing. Have you ever looked at a large number of company pages on Facebook? Reports about your own trade fair visits, product news or company news predominate. Of course: small personal stories from the company can certainly be part of the content strategy if they tell stories; over time and across different platforms. But the mere information that the executive secretary, who no one has ever heard of before, received a bouquet of flowers for the company's 25th anniversary, is not going to entice any multipliers. This applies to most purely self-referential content, by the way.
Antidote: Repeated again and again and again: Anyone who offers other people high-quality content and enters into conversations can be successful with content marketing. Provided there is an overall concept and channel strategies for the individual platforms.