Published under: Content Marketing

With so much being written about content marketing it is easy to understand how the amount of misinformation photo-1433959352364-9314c5b6eb0bout there almost outweighs the helpful stuff. To help you distinguish the good from the bad, here are five myths that may be hurting your bottom line.

  1. Anyone Can Write Content

The truth is that everyone should be involved in the content but only a professional writer should craft the piece. Sharing important knowledge across the organization includes bringing in perspectives on audience definition, product offerings and sales and marketing. It is up to the writer to do the research required to craft an engaging and informative piece that provides value and speaks to the intended audience.

  1. Content Marketing is Only Effective for B2C Companies

If this were true, would Cisco and GE have launched some seriously engaging story campaigns? Probably not. Who would have thought that Cisco could make a video that was so entertaining or that GE would have more than 25k Pinterest followers?

This has everything to do with story. At the end of the day, it is people that make the decision to buy, not brands or businesses; and people love stories.

  1. It is Impossible to Measure the ROI of Content Marketing

Ever hear of a little company called Hubspot? Measuring the impact of your content marketing efforts requires setting quantifiable goals and then tracing back your content efforts to understand how they impact your success. It can get a little complicated which why marketing automation software, like Hubspot, is essential.

  1. Cheap Writers Are Easy to Find

It actually is easy to find cheap writers. Just add a quick job post on any freelancing site and you will have hundreds of applicants willing to produce content for as little as $2 a post; 300 to 600 words for less than a cup of coffee. You should check it out… I dare you. But remember, you get what you pay for.

  1. My Company Blog Should be All About the Company

“Hey, wait until you read this great post all about Brand X’s features and benefits…and next week they are going to post on some internal staffing changes!” Have you ever received an email like that? Me neither. Your customer and potential customers do not want to read about your product on your blog; that is why you have product pages. Nor do they want to hear about company events, save those for the employee newsletter. Your blog is a place for you to let your audience know how you feel about things other than your product. To show them that there is an entire set of values and interests that round-out the company and make it a really cool partner. For a great example of social outreach on steroids, check out American Express’ OPEN forum; this 160 year old company has nailed the whole social media/content marketing conundrum in one intelligently designed, expertly crafted site.

With all of the information on content marketing that pervades the internet it can be extremely difficult to separate myth from reality. Avoid these pitfalls and only post content that is truly valuable to your audience.

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