The 5 Most Popular 2007 Examples of Really Bad Content Marketing

Yes, you can also learn from marketers who get it wrong. Let them make the mistakes so you don’t have to.

Here are 5 standout examples of content marketing that went awry. The sad irony is that in each case we are dealing with companies with solid products and services who may well do a good job in terms of their traditional marketing. But in the all important arena of content marketing, but they are almost completely ineffective.

Learn what not to do by avoiding what they have done.

1. Who Cares If Grant Thornton is Passionate about the Business of Accounting?

Grant Thornton website They registered a slogan that’s all about them. It has nothing to do with how they benefit their clients.

If you watch any business-oriented TV, you’ve probably seen the Grant Thornton commercials. They’ve spent millions to tell the world that they have ‘a passion for the business of accounting.’ Are they suggesting that their fellow accounting firms lack a passion for the business of accounting? That seems unlikely. In fact, their slogan has essentially no customer value because it’s all about Grant Thornton. Apparently, they aren’t passionate about content marketing.

Couldn’t They Have Been Passionate about the Success of their Clients? Click here to learn from their mistakes.

2. 3 Horrendous Mistakes Universal McCann Makes on its Website

universal mccann splash page Let’s hope they didn’t pay a lot of money for this disaster.

After waiting 15 seconds on a high-speed connection, this is the meaningless page that stares out at us. If you didn’t already know what Universal McCann did, you would still be clueless after staring at this page. And, if you were in a hurry, you would have moved right on by.

The good news is that this advertising giant proves once again that big budgets and big egos don’t add up to an effective web presence. In fact, you can and should do a lot better even as very small company. Click here to learn how you can excel where they did not.

3. 5 Bad Business Blogging Bloopers to Avoid

Blogging has become a critical component in content marketing strategies for companies of all sizes–from solopreneurs to IBM and General Motors. Your blog will give you potential exposure to millions of prospects. Because you’re on a very big stage with a very big audience, don’t screw up! Be sure to avoid these 5 blogging bloopers so that you and your organization will be read, respected, and referred to. Click here to learn more about just what you shouldn’t do.

4. Does This Ad Agency Understand Content Marketing? Not Exactly!

I’m continually surprised by the number of advertising and marketing professionals who don’t carry their smarts onto the Web. So here’s a cautionary tale about an agency that misses an all important opportunity to connect with prospective clients. It really amounts to hiding your content under a bushel.

In the end, it had nothing to do with dollars invested in a website and everything to do with a fundamental understanding of the need to connect with current and future clients. Click here to see how they goofed up so you don’t have to.

5. CommuniquePR: Shouldn’t A PR Firm Do a Great Job on its own PR?

communiquePR_homepage Yes, of course it should. But here’s one that’s missing the content marketing boat.

Communique PR is a Seattle-based firm founded by PR veterans who are comfortable with billion dollar clients and multi-million dollar budgets.

As we all know getting regular media exposure for their clients, is the name of the game. Keeping those client brands foremost in the minds of potential customers is all important. I’m guessing they’re brilliant at what they do. A couple of testimonials suggest that to be the case.

For the most part, you would have a hard time knowing how good they are. Why? They don’t make it easy and obvious to sample their expertise in their newsletter or on their website. There is a failure to communicate their value effectively.

Here’s what you can learn from their content marketing missteps.

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  1. MarieP
    Posted January 27, 2008 at 8:36 pm | Permalink

    Well it is about time someone calls it out. There are many people within the Marcom insdustry who seem to be clueless on connecting the dots. Perhaps its an age thing or just maybe it has to do with how lax the industry has become.

  2. Posted November 28, 2008 at 11:37 am | Permalink

    Ouch. Glad I read this before committing these…