B2B marketers use content marketing to build brand identity, expand their audience, and drive leads and sales, but most importantly, to help buyers. Falling prey to B2B content marketing myths like these five will kill conversion rates.
Your content reflects your business identity, goals and values. Powerful and relevant content helps page rankings by driving website traffic. Falling behind myths and misconceptions like these will take you miles away from the conversions and ROI you seek. Read on to keep your content marketing strategy on the right path.
Five B2B Content Marketing Myths
1. Myth: Your super long content is sure to rock.
Debunked: Whoa! That’s a bright red flag right there! Word count can’t be the one metric which will decide the fate of your content. Focus on making your content “exceptional” and “personalized.” Short format content resonates with readers and elevates user experience. While long format content is appropriate for some situations, don’t make it your default.
2. Myth: Nothing can go wrong with publishing lots of content.
Debunked: You want your audience to be hungry for your content, but it will take more than just posting and publishing nonstop. Think quality over quantity. Content is a great way to assist in buyers’ journeys. A 500-1,000 word article can be more interesting and relevant than a 3,000 word piece. Choose themes and build a story around your topics to grab attention of the appropriate in-market prospects. Create your content calendar based on answering buyer questions, not around meeting a schedule. Don’t plan for a year ahead, instead plan for a month or quarter at a time.
Debunked: Don’t create content only for content’s sake. Content marketing is a proven way to drive sales, but that alone is certainly not enough. All your demand gen eggs should not go in the same basket.
4. Myth: Content marketing just means blog posts.
Debunked: Blogs and articles are a big part of a content strategy, to be sure, but that’s not everything at your disposal. Display ads, banner images, vlogs, videos and podcasts all fall under the umbrella term “content.” To cater the needs of different kinds of users, you need a variety of content. Some prefer to watch video, while some prefer blogs and transcripts. Others like to hear podcasts while walking their dogs, others gravitate to colorful display ads.
5. Myth: Content must be company-specific, not about customers.
Debunked: Your buyers have problems and are looking for answers. They are interested in solutions and services which align with their requirements. Create content about your company, but address it in the context of the issues your target audience faces. That’s the common ground. Intent data signals find target audiences sprinkled across online channels and captures clues about what buyers want.
Guide Content Marketing with these Pointers
A B2B marketer constantly looks for ways to improve and innovate content strategies. Good content isn’t just about good storytelling. It’s about telling a good story well. These pointers may give you some ideas on how to make your stories better:
- Create diverse content of various lengths, and cover a range of relevant topics.
- Avoid keyword stuffing. Don’t write for machines; write for curious human minds.
- Know your target audience, and then create content targeting their problems and ways to solve them.
- Make your content interesting, eye-catching, comprehensive and factually accurate.
- Think quality over quantity; maintain consistency; avoid repetitive content.
- Try out new keywords; expand audience range with content; never shy away from A/B testing.
- Assign experts for content creation, not interns. Content marketing is serious business.
Content marketing must be a part of your wider B2B marketing strategy, especially when it can be enriched with data from intent intelligence. Including relatable CTAs, compelling titles, strong keywords, healthy SEO, content syndication and addressing trending topics will increase the likelihood of buyers finding and engaging with content and your brand. If you’d like to know more about how intent benefits content marketing, look around our blogs and resources.