Content marketing can mean different things to different people. Some may think it’s a constant stream of blog posts, e-books, and videos. Others see it as a brand newsletter that provides relevant information but doesn’t scream “Widget, Inc.!” at every turn.
Well, they’re both right – sort of. The commonly accepted definition of “content marketing,” according to The Content Marketing Institute, is:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
The Content Marketing Institute
But that leaves a lot of wiggle room – and with wiggle room comes assumptions about what content marketing is and why it matters. Here are the top 5 content marketing myths that are throwing a monkey wrench into successfully executing your content marketing strategy:
Content Marketing Is All About Blogging
Content marketing is a holistic marketing strategy. Blogging is essential, as is writing white papers, e-books, and case studies. These long-form content pieces deeply dive into problems and solutions and are valuable to prospects and clients. You can tell them how you can solve their problems, and they’ll come to you. White papers are particularly valuable because they dive deep into a prospect’s problem and explain why your company offers the best solution.
However, content marketing isn’t limited to the written word. Videos, webinars, and podcasts have also gained traction with content marketers. They can be a valuable part of your content marketing strategy.
Content Marketing Is a Fad
If anyone still believes this content marketing myth, immediately send them to the Content Marketing Institute, MarketingProfs, or any of the myriad companies and websites that have flourished in the past 15 years. Content marketing is here to stay, which became highly evident during the COVID-19 pandemic. Companies ramped up their content to make up for being unable to make in-person sales calls and hold in-person events.
Content Marketing Is Prohibitively Expensive
What’s even more expensive than commissioning white papers, case studies, and blog posts? Missing out on qualified leads and sales opportunities because your prospects couldn’t find you during their initial research and chose your competitors. By the time a prospect contacts you, they’ve already done a lot of research and are almost ready to buy. But if they don’t have information on you or don’t see you as an authority, they won’t even consider you.
If your company doesn’t have a dedicated content marketing team, hiring a content marketing agency can provide much-needed support for developing and executing a content strategy. An outside agency can scale to your needs so you don’t have to invest in an entire team up front.
Content Marketing Is Just About Content
As a content marketing writer, I wish I could say this content marketing myth is true. But as more B2B prospects research solutions online before contacting companies, content marketing must be driven by a solid strategy. That can include:
- Customer research and segmentation
- Market research
- Editorial calendars
- Customer journey mapping
- KPIs
- Customer personas
- Alignment with business goals
- SEO keyword research
This is by no means a comprehensive list. But strategy is required before creating content. Otherwise, you’re wasting time and money.
Content Marketing Is a Standalone Effort
If only that were so, we could get so much more done. But content marketing cannot stand by itself. Companies usually hire content marketing strategists or content marketing agencies to work with their existing marketing departments because content marketing is an integral part of the entire marketing strategy.
But content marketing isn’t something that exists in a silo. Good content marketers work with the sales and product teams to learn what customers need and what the products do, respectively. If your in-house content marketing team can’t name a single product or sales manager, they’re not doing it right.
In today’s digital age, when B2B customers increasingly rely on easy access to content before making a decision, content marketing is a vital tool for companies that want to connect with their target audience, establish authority, and drive actions. By dispelling these myths and embracing a comprehensive content marketing strategy, companies can position themselves at the head of the pack in their industries.
Ready to take your content marketing to the next level and drive results? Don’t let these myths hold you back. Contact me for a consultation today.
