Content marketing may seem like a relatively new concept. In reality, it’s been employed for hundreds of years. Storytelling is one of the oldest forms of communication — Benjamin Franklin published Poor Richard’s Almanack annually to help promote his printing business, for example.

Today, content marketing is absolutely essential if you want to drive sales. Not only is it effective at promoting your business, but it also generates more than three times as many leads as outbound marketing while costing 62% less. It rakes in conversion rates six times higher than other methods. Content marketing is also one of the best ways to build trust, engage your audience, and improve your customer service. 

But if you truly want to drive sales via content marketing, you have to avoid these mistakes: