87% of B2B marketers say they struggle to produce content that truly engages their buyers. Truth is, much of the content out there on corporate blogs (engaging or not) is hidden away, seen by a limited number of subscribers.
As a Content Marketer, building an engaged audience and having your content seen means being versatile. In an average day, you are everything from a publicist, designer, researcher, and writer to a subject matter expert in your industry. There is no shortcut to effective content strategy, but there are definite time-wasters.
Here are the top 3 Content Marketing Myths that are killing your chances of success:
Myth #1- The More Places You Post the Better.
Quantity does not trump quality. Look, I understand where you are coming from. You want to rank in google and get seen by posting on as many social channels as possible. Posting your content anywhere and everywhere without a plan is ineffective. Strategic content distribution, however, cannot be overlooked.
If you are not posting relevant content in relevant places your audience is not interested in your content, let alone getting to know your brand.
Think like a publisher. Figure out blogs and news sources your target audience is already reading/watching/listening to, this is where you should be. Do the work for the editors. Offer to give a quote or pitch a story based on prior research you have done on the editor you are pitching to. Build relationships with editors and thought leaders in your industry. If your brand is seen consistently sharing high-quality content on these sites it will give you credibility and brand awareness making promoting articles on your own blog much easier. You can also invite thought leaders for a Q&A or guest post on your blog. For instance, we are currently running a Q&A blog series with influential thought leaders on the Versaic Blog. By doing so we are able to share insights, trends and expertise, it has been incredibly rewarding both for our audience and us!
As for social media, keep track of what your audience is sharing and commenting on most. Pick the social channels you see the most engagement and focus on sharing on these channels.
Myth #2- You Have to Come Up With Original (And Brilliant) Ideas.
Countless content marketers focus on trying to cater to as broad of an audience as possible. In order to do so, they think they need to have an idea no one has ever written about before. Writer’s block much?
“The real act of discovery,” wrote Marcel Proust, “consists not in finding new lands but in seeing with new eyes.”
Creating content ripe for engaging discussion is not about being the next Einstein or satisfying everyone. If you can create content that expands upon an idea already being shared, you can create remarkable content. Add your own spin to an idea or existing thought piece. Create disruption. As content marketing legend Joe Pulizzi says, “Create your content tilt.”
If you notice that a certain topic is being discussed in high frequency but see an opportunity to go more in depth, connect it to your niche, or share a different angle, absolutely go for it.
Myth #3- Writing a “Whole Bunch” of Content Is The Key.
It is not enough to write a bunch of carefully curated content and hope the world finds you. If you write compelling content but no one sees it – who cares? No matter how remarkable your content, you have to drive inbound interest. The content market is over saturated, write content your audience will actually find.
Look at what is being shared (utilizing a tool such as Buzzsumo), understand your target audience’s pain points, and interview everyone working in your company from sales reps to CEO to incorporate different perspectives. If you focus on content your audience is interested in aka you have done the research on keywords, search phrases, customer pain points and popular articles in your industry you have te opportunity to drive people inbound. They will be interested in what you have to say, they are already searching for it.
HubSpot, inbound marketing and sales platform, is a great example of a company that excels at sharing a wide-range of content. Not surprisingly, they are great at driving inbound traffic to their own blog. To begin, they have three different blogs- Marketing, Sales, and Agency. This makes it easy for people to find the content they are interested in. From there they create infographics (I recommend using Canva for this) to ebooks to snack-size articles and long form content. They include variety in their posts and they cater to the pain points and questions of Marketing, Sales, and Agency professionals.
Much of Content Marketing is a process of reverse engineering. Seeing what is working, where your audience is, what influencers are doing, and the types of content people are most interested in. Think of the end result you want and work backward.