Content is a tricky animal, Nick explains, so it takes a content marketing mindset. Some of the obstacles marketers encounter are from lack of a sound content strategy.

The Content Marketing Institute reports that many people fly blind when it comes to content strategy. It’s both an obstacle and an internal objection, because companies are just jumping on the content marketing bandwagon.

Both in terms of social channels and content, Nick thinks it’s easy to fall into the trap of what he calls “checklist marketing.” Marketers do everything they hear about: they have a presence on every network, create every form of content, and so forth. Nick thinks if people instead develop a strategy with a business objective, their content will be better aligned with their business.