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