Content marketing is hot and B2B is where most of the action is. But amongst all the hype, there are a bunch of myths that (while they sound good) might be damaging your success. Here we bring together the seven we hear most often.

1. THE 7 MYTHS
OF B2B CONTENT
MARKETING

2. HOSTAGE
TO THE HYPE CURVE
consideredcontent.com
Right now, content marketing is hotter than a very
hot thing in a heatwave. And with that heat comes
a lot of noise — some helpful, some not so much.
So before you sign up to the Content Marketing
Appreciation Society (or write it off completely), check
out the 7 myths we see most regularly in the market.

3. consideredcontent.com
CONTENT MARKETING
= INBOUND MARKETING
Myth #1
Inbound is great. But it’s a slow burn demanding
you invest a lot of time. The most effective
marketing, however, is still outbound (especially
when supported by valuable content). Plus, do
it right and you get inbound traffic too.
consideredcontent.com

4. consideredcontent.com
IT’S ALL ABOUT
SOCIAL MEDIA
Myth #2
In B2B, social drives as little
as 5% of web traffic. While
there are good reasons for
doing social, you should
consider exactly how much
investment it deserves.

5. consideredcontent.com
YOU CAN’T
SELL
Myth #3
Really? True, going for the
sales jugular too early will be
counter-productive, but
unless people buy, you don’t
have a business.

6. consideredcontent.com
CUSTOMERS
CARE ABOUT
YOU
Myth #4
Sorry, they don’t. They care
about their businesses and
their challenges. So unless
your content talks to these,
you’re wasting their time
(and your money).

7. consideredcontent.com
B2B CONTENT
MUST BE
BORING
Myth #5
Let’s be clear: No one in the
history of the world has ever
been bored into buying a
product. Hypnotised maybe,
but that’s different. The best
performing content both
informs and entertains.

8. consideredcontent.com
IT’S ALL ABOUT
QUANTITY
IT’S ALL ABOUT
QUALITY
Myth #6
Of course, to a degree, it’s about
both. While you should never
compromise on quality, by mixing
created, curated, commissioned
and re-created content, you can
achieve the right balance.

9. consideredcontent.com
THERE IS A SINGLE
BEST PRACTICE
Myth #7
Ultimately, there’s what works for your
business and what doesn’t. Use the available
research, adopt a culture of low-cost testing
and discover your own best practices.

10. consideredcontent.com
GET THE FULL
PICTURE
This Slideshare is an excerpt from the
7 Myths of B2B Content Marketing ebook.
!
Download your free copy at
consideredcontent.com/7-myths/

11. RIDDING THE WORLD OF CRAPPY
B2B CONTENT (ONE BRAND AT A TIME)
Considered Content is an outbound content marketing agency focused
on B2B and technology companies. We do three things really well:
Whether you need to drive leads or accelerate sales, we can help.
Check out consideredcontent.com to learn more or contact us at
hello@consideredcontent.com.