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Content marketing is hot and B2B is where most of the action is. But amongst all the hype, there are a bunch of myths that (while they sound good) might be damaging your success. Here we bring together the seven we hear most often.
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HOSTAGETO THE HYPE CURVE
consideredcontent.com
Right now, content marketing is hotter than a very hot thing in a heatwave. And with that heat comes a lot of noise — some helpful, some not so much. So before you sign up to the Content Marketing Appreciation Society (or write it off completely), check out the 7 myths we see most regularly in the market.
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CONTENT MARKETING = INBOUND MARKETING
Myth #1
Inbound is great. But it’s a slow burn demanding you invest a lot of time. The most effective marketing, however, is still outbound (especially when supported by valuable content). Plus, do it right and you get inbound traffic too.
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IT’S ALL ABOUT SOCIAL MEDIA
Myth #2
In B2B, social drives as little as 5% of web traffic. While there are good reasons for doing social, you should consider exactly how much investment it deserves.
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YOU CAN’T SELL
Myth #3
Really? True, going for the sales jugular too early will be counter-productive, but unless people buy, you don’t have a business.
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CUSTOMERS CARE ABOUT YOU
Myth #4
Sorry, they don’t. They care about their businesses and their challenges. So unless your content talks to these, you’re wasting their time (and your money).
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B2B CONTENT MUST BE BORING
Myth #5
Let’s be clear: No one in the history of the world has ever been bored into buying a product. Hypnotised maybe, but that’s different. The best performing content both informs and entertains.
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IT’S ALL ABOUT QUANTITY IT’S ALL ABOUT QUALITY
Myth #6
Of course, to a degree, it’s about both. While you should never compromise on quality, by mixing created, curated, commissioned and re-created content, you can achieve the right balance.
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THERE IS A SINGLE BEST PRACTICE
Myth #7
Ultimately, there’s what works for your business and what doesn’t. Use the available research, adopt a culture of low-cost testing and discover your own best practices.
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GET THE FULL PICTUREThis Slideshare is an excerpt from the 7 Myths of B2B Content Marketing ebook. !Download your free copy at consideredcontent.com/7-myths/
RIDDING THE WORLD OF CRAPPY B2B CONTENT (ONE BRAND AT A TIME)
Considered Content is an outbound content marketing agency focused on B2B and technology companies. We do three things really well:
Whether you need to drive leads or accelerate sales, we can help. Check out consideredcontent.com to learn more or contact us at hello@consideredcontent.com.
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