"My least effective content marketing project was during a college internship before I'd learned all the nuances of the field. I was given a surprising amount of independence that I really wasn't ready for and assigned to a client who ran an online consulting business. They were adding new services to their offerings and wanted to raise awareness about them to expand their client base. The content I developed was on point in terms of being highly relevant to the target audience, but it lacked a lot in terms of visual presentation. Instead of breaking the information into chunks and including images, which I now know is crucial for webpage engagement, I presented it in a way that looked more like a formal business report. Analytics showed that people weren't interacting with the content or spending very much time on the page. Fortunately, I had a mentor on-site who quickly identified the problem and worked with me to correct it before the client became upset."
