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Content marketing has been one of the hottest topics in SEO and internet marketing circles for almost 2 years now. Some people have even gone so far as to make content marketing the only kind of marketing they really engage in!

I wouldn’t advocate that sort of extreme approach, but I do believe that content marketing is important for a brand. The idea of creating, sharing, and promoting content in all of its forms is not a new concept, but since it has been getting a lot more attention lately people seem to be getting swept up in the excitement. And of course with enthusiasm, there comes content. Our industry is notorious for this, and I can’t tell you how many hundreds of articles, blog posts, videos, and even infographics and podcasts I’ve seen in the last 6 months alone talking about different content marketing related topics.

Ignoring the myths that could be slowing you down

Because content marketing has been such an active topic of discussion there is a lot of misinformation out there being perpetuated by people who take someone else’s word as fact and don’t do any research that might prove otherwise.

  1. Quantity still wins over quality – The idea that posting more frequently is still preferred over posting content of higher quality is a dangerous one. With the way Google has been slowly tightening the net around all kinds of spam on the web, the definition of what constitutes spam is broadening to include “unnecessary” content. By this I mean content that is being published for its own sake and not necessarily to inform or educate the reader. It is far better to publish one amazing piece of content each week than to create one piece of so-so (or worse, poor quality) content every day.
  2. It’s all about the leads you get right away – Some people see content marketing as a direct means to an end. For them it is a way to generate leads, and this is its primary if not its only purpose in their marketing strategy. Sometimes a prospective customer can follow a brand for months before taking the next step – taking on an attitude that only focuses on generating leads in the now can mean the loss of these potential customers who just aren’t ready to convert yet. Instead you can prove that you are an authority in your market and provide people with useful, actionable information that they can use regardless of whether they convert at that time or not. This will inspire the confidence and trust that a prospect needs in order to more fully engage with a brand.
  3. The shorter the content, the better – Popular wisdom has it that the shorter your content is, the better it will perform. More people will read it and engage with it because people have less time to do everything online and you’ve got to find some way to compete….right? And while this might a strategy that works well for your brand it is by no means a rule of thumb. So perhaps this one would be less of a myth and more of a half-truth, because while it works well for someone people, it’s a terrible idea for others. In many cases long-form content (content with well over the 300-500 word limit imposed by popular opinion) does amazingly well, even outperforming short-form (lengths within the 300-500 range) content on the same blog / website.

Comments:

Are there any other content marketing myths that you have come across in recent months? If you’ve seen something not mentioned here, add a comment and let us know what they myth is and why you think it is false.

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