It is no secret that content marketing is, was, and still remains king when it comes to search engine optimization for B2Bs, but are you falling for tired myths that could be hindering your success?
B2B’s actually benefit from content marketing programs in a wide variety of ways–from being positioned as a thought leader within their industry to keeping their name in front of clients and prospects. While content marketing will continue to thrive in 2018 there are some common misconceptions that marketers still believe that should be left in the past.
Myth #1: Content marketing quickly proves return on investment
- Much like the longer b2b sales cycles, it takes time for your content to show meaningful results for your return on investment.
- Long-lasting relationships aren’t built quickly, they need substantial time. Gaining trust with your prospects starts with consistently providing them reliable content.
- Measure your company’s brand awareness and conversion rates to see how effective your marketing strategies have been. This can also show areas of weakness.
- You should observe:
- Visitors time spent on your site
- New visitors vs. repeated visitors
- Webpage views
- Download rates
Myth #2: More content is always a good thing
- While it may seem nice to have more content, if it isn’t up to your prospect’s and company’s expectations and standards, it won’t have the desired impact.
- Research what your audience wants to see and address their needs; don’t settle for churning out post after post of irrelevant content.
- With a strong push toward quality content, then move on to distribution with:
- Search engine optimization
- Test different marketing channels
- Create consistent landing pages
- Repurpose written content with data infographics or video
Myth #3: Content marketing is simple and inexpensive
- Many marketers fall into the trap of believing content marketing is an easy process.
- You need to have experienced writers and editors, along with web developers that know how to organize your site’s content and optimize.
- Story telling and educational content isn’t easy to create, especially if you don’t know your audience well.
Looking to learn more about content marketing?