There are two big mistakes that small businesses make with content marketing, as I explained during my appearance on the Business Insights radio program, hosted by Mario Bekes.

The biggest mistake is that they don’t do it – perhaps because it’s too hard or they don’t have the time.

The problem with that attitude is that your rivals are doing content marketing. On any given day, at least one of your rivals is directing blogs, videos, social media posts and other forms of content marketing at your customers. So if you don’t publish your own content, you’re giving your rivals a big advantage.

The second big mistake, I told Business Insights, is when small businesses publish ‘corporate propaganda’ – content that talks about how amazing a small business is or how wondrous its products are.

Why is that a mistake? Because customers find that sort of content boring. And what happens when you find content boring? You don’t consume it.

Rectifying those two big mistakes is easy. First, you need to regularly produce content marketing. Second, you need to make it interesting, relevant and helpful to your target audience.