7 myths of B2B content marketing

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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 …

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.

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  • 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.