They talk too much about themselves and focus too little on the audience's needs. They focus on different audiences at the same time. They create short-term campaigns, instead of long-term content experiences that create value over a longer period. Most often they focus on measuring the wrong things.
3 important things to consider:
Focus on a niche and a specific audience and become the leading information expert in the field. Instead of being everywhere. Focus.
Many marketers trying desperately to get the search engines fall in love with them. They put in a lot of keywords. And certainly get the search engines' attention. But you want to attract people. The mistake is that you do not learn your craft. Learn your business and know how to present it online. Learn how to write great articles, keep in web seminar or produce pods that are impossible to live without. Learn your craft, and master it. This way, you avoid becoming a robot that feeds another robot.
You must be able to tell stories to the success of content marketing in the future. Tell engaging stories that captivate your customers. Even everyday topics can be linked together into stories. It is not good to routinely imitate someone else's mediocre content. No ambition. No soul. No heart. No empathy. No joy! It all about Content!