There are a lot of misconceptions out there. For example, that all Australians drink Fosters beer and that you can die from consuming Coca-Cola and Pop Rocks at the same time. There’s even a myth that the famous candy bar, Baby Ruth, wasn’t actually named after the “The Great Bambino.” We know, shocker. Content marketing has its fair share of misconceptions as well. Below we uncover the truth behind the top three content marketing myths.
- Content Marketing is Brand Spanking New: Content marketing is nothing new. In fact, it’s been around for years—some even say the strategy dates all the back to 4200 B.C. The goal of content marketing is to engage with consumers and spread brand awareness through the creation of custom content. Therefore, one could argue that all “written” marketing material could be considered content marketing. So why are people just getting to know this strategy now? One word: demand. Content marketing is the hot marketing ticket in town. In fact, 91 percent of B2B marketers use content marketing, according to CMI’s annual Content Marketing Benchmarks and Trends Research for Business-to-Business (B2B) report.
- Interns can Handle Your Content Marketing Needs: Interns are great for getting coffee, answering the phone and sending out the occasional tweet. Writing your blog or industry whitepaper? Not so much. Content marketing isn’t easy; it requires in depth industry knowledge, experience and know-how. In fact, don’t be surprised to see “content strategist” as one of the most popular job titles of 2014.
- Content Marketing Equals Instant Success: There’s no denying the fact that content marketing leads to higher conversion rates and increased consumer engagement; however success doesn’t happen overnight. Think of content marketing not as a sprint, but as a marathon in which you have a strategy and comprehensive calendar in place to help prepare you for the big day. According to CMI, 84 percent of marketers who say they are ineffective at content marketing have no documented strategy in place. Conversely, B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66 vs. 11 percent).
Don’t let these content marketing myths fool you. Did we miss any myths? Tell us in the comments below…