Content Marketing Myths

by Michelle Salater on January 4, 2013

Content marketing is more popular than ever—and with 91% of B2B marketers using content marketing tactics, it’s no wonder everyone seems to have an opinion about what works and what doesn’t.

To dispel the content marketing hearsay and misinformation, we’ve compiled a list of myths to give you a clearer picture of reality when it comes to effective content marketing:

More Content Does Not Mean Better Outcomes

In the case of content marketing, better results are not the product of saturating the market. Yet the common misconception persists—many business owners believe that adding more content leads to more traffic. However, when Google launched its Panda Update to filter out poor quality and thin content from search results, many members of the SEO community clamored to produce more content for the search engine rather than information focused on the consumer intended to read it.

Not surprisingly, quality is the key to high value, high impact content marketing. And if you can produce a high quantity of quality content, you’re golden. Just remember content marketing is based on creating useful information that meets the needs of the people the brand is trying to connect with. Relevancy, timeliness, context, and usefulness are the components that attract leads and produce results for your business.

Quality Content is Completely Sustainable

For one reason or another, there’s a rampant belief that quality content cannot be sustained and all the interesting things to say will run dry. Companies connected with their market, however, will find an endless supply of inspiration. After all, there is always information people need, things to learn about, and plenty of opportunity to diversify key topics with empathy towards the interests of the customer.

When in doubt about what your market wants to hear, ask. Scour your FAQs, send out a poll, or ask your customer service or sales staff to uncover important questions that your target market want to know. And when you tap into current topics or timely concerns with the changing community, you will always have a steady supply of meaningful ideas.

A Content Object Lives On

Let’s say you gave a rave webinar about a topic your target market responded to with fervor. Many companies will shelve this content object once its run its course through their channels of reach, such as replay emails or posting the link to social media platforms.

However, a content object has multiple lives, if you tap into your creativity. In this case, you can take an evergreen Powerpoint deck and break the topics into a series of blog posts or articles to attract attention and inspire anticipation for the next content object.

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