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Let’s quash these six content marketing myths once and for all.

1. Content marketing is all about content creation

While creating high quality content is important, you need to have a strategy in place for how that content will be distributed. A great story is no guarantee of massive downloads. If you want your content to reach its desired audience and earn attention from industry influencers and reporters, you need a dedicated distribution plan. Here is a quick guide for devising a great content marketing distribution plan.


2. Content marketing is free

Many content marketing teams come together as a Frankensteinian mash-up of pre-existing product marketing, advertising, IT and corporate communications staff. There may be several – or none – among them who can handle the unique writing challenges of a multiplatform content marketing program. And never underestimate the data and development skills that will be required to keep your program running smoothly. It can take time for a team to find its groove – and it may still be necessary to hire marketing automation platform specialists, freelance writers to help meet volume requirements, or an in-house editor to ensure consistency of voice and message.

Posting your content to owned channels such as blog, social and website doesn’t do much to grow your audience. If you want new people to discover your content, you’ve got to consider a mix of paid and organic content promotion. Budgets for paid content promotion continue to grow. In fact, a survey by CMI and CNW found that 87% of content marketers will increase their paid promotion budget this year.

Don’t fret! It’s still possible to do effective content marketing on a smaller budget. Check out these six wallet-friendly solutions which include content curation, and content repurposing.


3. All content should be about my business

The objective of many content marketing campaigns is to attract potential consumers and get them to enter your company sales funnel. While it may seem tempting to draw them in with content that speaks exclusively about your organization, don’t. “Traditional marketing talks at people. Content marketing talks with them,” said Doug Kessler, Creative Director & Co-Founder of Velocity Partners.

Content marketing requires a high degree of authenticity. Build trust by creating content that can help your potential customer solve a problem, answer a question or help them improve upon a skill. Your guidance will demonstrate your capabilities and willingness to help and your company will emerge as an industry thought leader and influencer.


4. I can outsource content creation to anyone

So back to that team you’re building. Content marketing requires an in-depth knowledge of the industry, a level of influence and great communication. Not everyone can write, so don’t let just anyone write your content. You want high-quality content that will set your organization apart from the competition, so it makes sense to invest in talent.

You can, however, look within your organization for subject matter experts. Consider interviewing experts within other departments who can provide credible insights to your customers.


5. The more content, the better

When it comes to content creation, you should never sacrifice quality for quantity. If you’re fortunate to develop a good volume of quality content, pace yourself. Develop an editorial calendar that ensures you don’t use it all up too soon, or that you don’t overwhelm your audience. Pay attention to views and download stats across channels and find a sweet spot for content distribution timing.

Long-form pieces definitely have their place, but short pieces can still rank wellon search engines like Google. Grab your audience’s attention with a catchy titleand then hook them with succinct, value-rich information. If you are tackling a large topic, consider breaking it into a mini-series of posts, like the one you’re reading right now!


6. Content marketing = blog posts

Blogging is a great content marketing tactic, but it is not the same as content marketing; they are not interchangeable terms.

With content marketing, it’s leads you’re after (and ultimately revenue). Your blog posts can host the calls-to-action you employ to gather contact information, such as request a demo forms, download our whitepaper forms, subscribe to newsletter forms, and so on. If you own marketing automation software, the lead information you gather through forms can kick off an automated nurture program consisting of regular newsletters, product offers and other enticements to doing business with your company.

Even though there are many benefits to corporate blogging, it should not be your only content marketing promotional channel. A good multi-channel approach can also include news releases, social media platforms and paid advertising. For a wide range of content marketing ideas, check out these 77 types of content audiences will devour.


About Melissa Meyer

Melissa Meyer is Cision’s Manager of Community and oversees Cision’s online customer community, Cision City. She has over 5 years’ experience in PR, writing, community and social media management. You can find her chatting about all thing PR, pop culture and basketball @_MelissaMeyer

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