Myths & Realities of Content Marketing

Rachel Foster (@CopywriterTO) wrote an excellent post today entitled “The 3 Big Myths of B2B Content Marketing” on the Content Marketing Institute’s blog (http://bit.ly/dRZTwN). We often report on issues in B2B content marketing and Rachel’s post neatly summarizes some of the key misunderstandings held by many marketers and business leaders.

Myth #1: If I Tweet it, they will read it – Rachel cites research that indicates the average lifespan of a Tweet is about 1 hour. I agree with the research and with Rachel’s recommendation that if you want to keep your content fresh or least available – you need to push it out in different formats on different channels. For example I will Tweet this post, re-Tweet the CMI post, include the summary in another article I’m writing and finally, include the reference in my virtual newspaper ‘The Marketing Outsourcers Daily Digest’ (http://paper.li/portiansky).

Myth#2: The number one purpose of developing content is making search engines like me – this is a misconception I see all the time. No matter how keyword rich your content is – nobody will pay attention if the content sucks or worse, is irrelevant.

Myth#3: Content marketing is a great way to sell my products and services – yeah yeah yeah you want to sell – guess what, the fastest way to ruin any engagement you may have created with your content is a blatant sales pitch.  Do it and watch your engagement wither and die – quickly.

Watch for the debut of Web series summer 2011

Rachel summerizes her views on the 3 myths much more elegantly than I have – but hopefully you get the idea.

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About marketingoutsourcers

I am an experienced marketing pro with proven track record of achieving business objectives. Areas of expertise include strategic market planning, Hispanic Marketing, professional services, branding, public relations, market research, technology marketing and advertising. I have implemented marketing programs that have grown revenue by accurately targeting niche markets; increased market share by effectively qualifying and converting leads and increased brand recognition using public relations.
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