The inaugural class of the content marketing hall of shame -- inducted by seven marketing leaders -- and presented by Feldman Creative.

1. THE INAUGURAL CLASS OF THE
Content
Marketing
HALL OF SHAME

2. Inducted by Seven Marketing Leaders
AND PRESENTED BY
BARRY FELDMAN
COPYWRITER, CREATIVE DIRECTOR
& CONTENT MARKETING CONSULTANT AT

3. “A major mistake involves too much
‘me, me, me.’ Marketers like to talk
about themselves first. But if we think
like publishers and focus on the reader’s
needs, we have a better opportunity to
deliver quality information.
Remember, our customers don’t care
about us, they care about themselves.”
“JUNTA” JOE PULIZZI
• Co-author of
GET CONTENT GET CUSTOMERS &
MANAGING CONTENT MARKETING
• Speaker, blogger,
Founder of the
CONTENT MARKETING INSTITUTE

4. WELCOME TO THE CONTENT MARKETING
HALL OF SHAME
The Narcissist
Too much ‘me, me, me’

5. “A common mistake is not understanding
our target audience’s pain points:
simple surveys using free tools like
Survey-Monkey or Zoomerang can
provide quick and easy access to a
prioritized list of prospect pain points.”
MICHAEL BRENNER
• Senior director of global marketing
SAP
• Co-founder
BUSINESS 2 COMMUNITY
• Blog author at
B2B MARKETING INSIDER

6. WELCOME TO THE CONTENT MARKETING
HALL OF SHAME
The Assumer
Doesn’t work to understanding the audience’s pain points

7. “The most common mistake is an
unwillingness to think like a consumer
and then write stuff consumers really
care about. My motto is simple when it
comes to content marketing: if they’re
thinking it, we should be addressing it…
We can’t bury our head in the sand. We
need to address subjects (like pricing,
for example) head on.”
MARCUS SHERIDAN
• Founder of
THE SALES LION
• Speaker, trainer, blogger & author
• Partner at
RIVER POOLS AND SPAS

8. WELCOME TO THE CONTENT MARKETING
HALL OF SHAME
The Hearing Impaired
Isn’t listening to the customer

9. “Selling rather than helping…
You should try to imagine why
people would want to read, listen to,
or view the content you are creating.
What is in it for them? Companies
that inform or guide potential
customers are the companies
that are winning online.”
ARNIE KUENN
• President at
VERTICAL MEASURES
• Author of
ACCELERATE

10. WELCOME TO THE CONTENT MARKETING
HALL OF SHAME
The Pitchman
Confuses content marketing with advertising

11. “One of the biggest content marketing
mistakes is to jump in and start creating
content. You must first set marketing
goals for your content that are aligned
with your business objectives,
understand your target audience
including what types of content they
like and where they look for content,
and develop appropriate content
marketing metrics.”
HEIDI COHEN
• President at
RIVERSIDE MARKETING STRATEGIES
• Blogger at ClickZ
• Actionable marketing expert at
HEIDICOHEN.COM

12. WELCOME TO THE CONTENT MARKETING
HALL OF SHAME
The Aimless
Rather not bother with marketing goals

13. “One of the biggest mistakes is to
assume that content marketing is only
for the top part of the funnel — the
being found and generating leads part.
Content marketing is more holistic than
that and should ultimately be developed
as a process that engages the consumer
through every stage of the funnel — all
the way through engaging them as a
subscriber AFTER they’ve become
customers.”
ROBERT ROSE
• Chief troublemaker at
BIG BLUE MOOSE
• Co-author of
MANAGING CONTENT MARKETING

14. WELCOME TO THE CONTENT MARKETING
HALL OF SHAME
The Beginner
Fails to engage consumers at every stage

15. “One of the most overlooked issues is a
lack of social sharing options. For your
blog, this involves the big four: Twitter,
Facebook, LinkedIn, and Google+. Simply
Google the social network in question and
add the word “button” and you’ll likely
find the code to embed it on your
site. Really smart marketers have figured
out how to put social sharing directly
inside of PDF files, too.”
MICHAEL STELZNER
• CEO and founder at
SOCIAL MEDIA EXAMINER
• Author of
LAUNCH

16. WELCOME TO THE CONTENT MARKETING
HALL OF SHAME
The Field of Dreamer
Thinks if you create it, they will come

17. SPECIAL THANKS TO
ORIGINAL PUBLISHERS OF
☛ Lessons from the Content Marketing Hall of Shame
By BARRY FELDMAN

18. Point your browser to FeldmanCreative.com
for all your online marketing needs. Owner Barry Feldman
has been a copywriter and creative director since 1988.
A seasoned storyteller, Barry will help you create ultra-
magnetic content and offer pointers to sharpen your site,
attract and engage prospects, nurture relationships,
generate sales, and build loyal brand advocates.
Free pointers at
FELDMAN CREATIVE
Barry’s BLOG
Barry’s articles at
CONTENT MARKETING INSTITUTE
Additional SLIDESHARE resources