Dennis McCafferty, W2 CommunicationsBy Dennis McCafferty

Avoiding the ‘7 Sins’ of Content Marketing

Dennis McCafferty

McCafferty: “Content marketing is a pretty subjective practice, and this can occasionally lead to a “push me/pull me” effect in the agency/client relationship.”

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Despite all of the ‘science’ that gets tossed out there about content marketing – such as proven techniques to get optimal SEO, ROI on content spend, etc. – we’re still talking about a pretty subjective practice here. Which means different perspectives will shape the final effort. And this can occasionally lead to a “push me/pull me” effect in the agency/client relationship.

Fortunately for our high-tech PR firm, that relationship remains an engaging, creative one that ultimately benefits the product. But, in networking with other brand content professionals, I hear many stories about the formidable challenges they face in dealing with that uniquely difficult client. With this in mind, a number of content-marketing specialists shared their stories with me for my latest piece for the esteemed Content Marketing Institute (CMI).

In fact, the CMI editor, Jodi Harris, and I opted to have some fun with this by giving the topic a “Seven Sins that Derail Content Marketing Success” theme, each “sin” illustrating one of the challenge categories. However, as with any successful content effort, we sought to provide solutions for every highlighted issue. For that, I’d like to thank all of the content folks who shared their insights with me.

Ultimately, it’s about taking a “total pro” approach to the development of blogs, white papers, podcasts, industry press executive byliners, etc. Content marketers must always keep two key drivers foremost in mind for every project: the client’s intended message, and the target audience. This is what we do every day here. If that sounds like something you and your company has been looking for, then please contact us. Meanwhile, feel free to let me know if there are any “sins” I’ve missed. Who knows? Maybe the feedback will result in a follow-up blog


Dennis McCafferty is Director of Content for W2 Communications.

Dennis McCafferty, W2 Communications

Dennis McCafferty, Vice President of Content

As Vice President of Content, Dennis McCafferty brings more than 20 years of experience in editorial, working in all forms of content: metro/national newspapers, regional/national magazines, custom publications/content marketing, radio, TV, blogs and social media. Since joining W2 Communications, Dennis’s projects have included white papers, industry-publication byliners, blogs, op-eds, podcasts and case studies for the range of the agency’s clients.

Previously, he launched his own B2B/B2G/custom-publishing business, DM Enterprises, and worked with clients such as IBM, Advanced Micro Devices, USAA, Nationwide, Amtrak, Ritz-Carlton, MasterCard, GM and many others for their content marketing needs. He has also contributed to Baseline, CIO Insight, Washington Technology and VARBusiness magazine, among other titles.

From September 1997 through March 2010, he served as Senior Writer at USA WEEKEND, for which he interviewed newsmakers such as Presidents Bush and Clinton, Caroline Kennedy, Donald Trump and Web founder Tim Berners-Lee. Before WEEKEND, he was a staff writer for the Atlanta Journal-Constitution, where he won a national, first-place award for investigative reporting.

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