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Content marketing has become an essential tool for businesses wanting to succeed in the modern world. With each passing year, turning to content marketing is becoming an increasing priority for many. However, there are a lot of myths that firms must break through if they’re to develop a strategy with the potential for achieving great success. 

Top-tier content creation isn’t easy

The first thing that many people do not realise is that there’s no easy path to creating top-tier content. Firms can churn out vast amounts of content, but without the right and most relevant research, it’s unlikely to strike the right chord with consumers. Amateurs in content creation are unlikely to begin creating amazing material immediately and should set their expectations a little lower. This doesn’t mean to say that brands shouldn’t strive for the best, but it’s important to remember that creating exceptional content is an ongoing process.

Large quantities of content do not guarantee more reach 

There’s a myth that more content gains more reach – yet this simply is not true. Many firms still have traditional search engine optimisation (SEO) in mind, and believe that if they can produce great quantities of content, they’ll gain a larger reach. However, in many cases, prioritising quantity over quality can hinder advertising attempts.

The best approach is to start slow and adhere to a plan. It is far better to reach 100,000 through a single blog post, than produce 100 posts which only reach 1,000 each.

Great writers are rarely inexpensive and easy to come by  

Many companies also wrongly believe that they’ll be able to hire a great writer for little expense. The best writers, who invest time into producing professional content that has the best chance of making it into the top tier, can not only be hard to come by, but are rarely cheap. In some instances, firms hire a great writer at a low cost and find their quality quickly decreases.

Not paying writers professional rates means it is harder to keep their attention and engagement. This means that content is unlikely to ever succeed.

Content must not be confined to company websites

There’s a huge myth in the content marketing industry that content should only ever be posted on a firm’s own website. Whilst there is sense in this, especially for organisations wanting to give readers a reason to visit, content posted as guest blogs or on other sites can be hugely successful. It is a good idea, therefore, to split content between posting on a firm’s website and in other places.

Quick revenues can be found from content marketing 

Finally, many believe that turning to content marketing offers a quick revenue increase. This is far from true; content marketing is, in fact, the long game. Overnight achievements are unlikely to be found, and strategists must be prepared to see slow gains at first and, with luck and determination, efforts snowballing over time.

Content marketing can be hugely successful for companies. However, it is vital to try and avoid common mistakes and break through the many myths if strategies are going to get off to a good start.



If the saying ‘a picture can tell a thousand words’ is true, then the use of video, which is essentially a string of many pictures, should not be overlooked when it comes to content marketing. Each month, around six billion hours of video is watched on YouTube, showing just how popular this medium is. Therefore, it is vital that content marketing strategies realise video’s potential and include it in their campaigns.

Educate instead of entertain

A key aspect of video content is to remember that educating works better than entertaining. There are, of course, those viral videos of bizarre and humorous moments that gain millions of views in a short amount of time. However, this often occurs more by luck than judgement. It is, therefore, essential for marketing firms to focus on educating their customers as a priority, even if this education is wrapped up within a funny video.

Educating consumers is nothing new. For example, McDonald’s used a two-minute video in 2014 as a way to respond to negative rumours about their chicken nuggets. Not only did this help to battle bad press, but improved the brand identity of the fast food chain too.

Social media is important

It may sound obvious, but social media remains extremely important, and a modern firm must have an account on at least one popular platform. However, whilst many companies utilise places like Twitter, Facebook and LinkedIn to share their content, a lot still regard video sharing sites as separate entities. This is not altogether true though, and firms would be wise to realise that uploading videos to platforms like YouTube and Snapchat gives consumers the chance to easily share and engage with content.

In addition, diversifying into more platforms gives companies the chance to reach a larger audience. This grows their social media footprint and can result in a bigger demand for services and products.

Vertical videos are on the rise 

Vertical videos have always been avoided if possible. Consumers are accustomed to television’s horizontal frame, and there’s an ongoing debate about the perceived low quality of vertical videos. With the two black sidebars taking up the screen, vertical videos have, traditionally, been mocked.

However, though this video format is not the best for computers, they can find favour on mobile devices. And with the rise of mobile, it’s not hard to see how video formats might also change. The evolution of video means that content creators may well see the ways in which they create video change too. Vertical videos have a narrower format, and the areas at the top and bottom of the frame become more important as they are key focus points. It also promotes a more personal and in-your-face style.

Utilise video for ongoing success

Video is unlikely to go away and is, in fact, continuing to rise in popularity. Therefore, savvy and forward thinking firms would do well to embrace this form of media and build it into their content marketing strategies with increasing levels..


There’s a big question heard in the industry a lot – can content marketing really work for small businesses? Whilst content strategies are proven to have worked for firms like IBM and American Express, these global firms have huge amounts of capital and resources to throw at advertising. In comparison, small and medium enterprises (SMEs) are often working with extremely tight, or even non-existent budgets. This shouldn’t put executives off because content marketing for SMEs can sometimes help level the playing field between them and their larger competitors.

For content marketing strategies to work, smaller firms must commit wholeheartedly to the concept of content advertising. In a North American study, it was found that only 21 per cent of content marketers actually classed themselves as “extremely” committed. In addition, it’s important to recognise that more time will be needed to promote content than to create it in the first place. The myth that great content will simply attract huge attention on its own is false. Regardless of content quality, if no promotion takes place, no one will see or share it – and there will definitely be no business conversions.

When it’s done correctly, content marketing can be of great benefit to SMEs. It can help them find more fans, followers and, eventually, customers. Also, there’s a host of ways this can be achieved. For instance, a survey by Neil Patel discovered that leading content strategies could get an average of 7.8 times more views than non-leaders; that’s an increase of 800 per cent. In addition, quality content, good promotion and increased views can all lead to higher rankings amongst search engines. Without content, it will be extremely difficult to find a spot on Bing or Google. Through content marketing, a stream of new, high quality material can help boost overall visibility.

There are other advantages too. For example, becoming a content leader (regardless of a firm’s size) can help establish authority in a specific niche. This means that SMEs can experience not only increased visibility from fans, but also increase notoriety with competitors. All of this can lead to more leads and sales as a result. For example, findings from HubSpot found that companies with a blog feature on their website, on average, generate 126 per cent more leads. Finally, the Content Marketing Institute discovered that “while content marketing costs 62 per cent less than outbound marketing, it generates more than three times as many leads.” This goes to show that even small budgets can be used to conduct content marketing and then reap the rewards.

Content marketing is not a quick, get-rich-fast strategy. It needs ample time and resources to develop the right branding, voice and momentum. For smaller firms, it will take careful consideration to ensure that campaigns are started with the best chance of success to avoid eating into what little capital may be available, however, even the smallest of firms can undertake this type of marketing and enjoy the huge advantages it brings.


Those wanting to boost their content marketing strategies to the next level should ensure they’re using magnetic advertising techniques to gain more leads. This is one of the most important aspects of marketing for those wanting to see online success. Why? Because it attracts readers and feeds them into a firm’s sales funnel.

The quality of content can make or break a business’ marketing success. If material is poor and doesn’t answer an audience’s question, people will click away quickly. On the other hand, if the content focuses on their exact needs, they’re not only likely to stay around, but they may also share the content with friends and acquaintances too.

Magnetic marketing utilises high-quality content

 When developing magnetic marketing campaigns, it is essential to use only the best quality content. In many cases, people write content simply as a means of boosting their publishing schedule. This means it’s not necessarily high quality and is, therefore, unlikely to attract readers time and time again.

Angie Schottmuller, an expert in growth marketing, suggests that to make an audience take notice, the ‘Triangle of Relevance’ needs to be used. At each point of this triangle is a key element that needs to be included within content. These include business interest, user interest and time significance. User interest, for example, needs to cater to an audience’s likes and interests. Business interest has to include points on brand message for base products and services, whilst time significance takes into account community-relevant topics such as special events, holidays or the latest trends.

Create magnetic content with three steps 

There are three key steps to developing content that might prove magnetic to a target audience and boost a campaign’s success, along with creating many new leads. The first is to research the appropriate topics. To do this, strategists should look up leading influences and experts within their niche and identify the topics of conversation being discussed. In particular, questions that are regularly asked could make ideal content topics, with brands being able to add their own personal experience and spin.

The second point is to establish just how to answer these questions. Of course, one simple way is to look online. However, by using this information, companies do little than regurgitate the same material. Instead, it’s worthwhile to take a personal stance on a topic and try to tell a story of how an employee or entire firm overcome a problem. This makes content more relatable and can build trust with readers.

Finally, the third point relates to how questions are answered. It is easiest to do this simply and systematically to avoid information dumps, disjointed tips and random information. Staying on-point and answering in a step-by-step format works wonders.

Creating magnetic content isn’t hard if the correct research is done and the Triangle of Relevance is utilised. And, by both attracting and then gripping audiences, brands are more likely to gain leads and see their content shared organically for increased reach.


Content continues to be king, with brands that make the right investments into content – video, blogging, articles or other PR work – continuing to do well. However, it is essential to have a thorough and well-conceived strategy, so that content creation follows a pre-determined plan. Failing to do so can result in an ad-hoc and unfocussed approach to content marketing, which often ends up costing firms much more.

One of the main reasons for drawing up a content marketing strategy is to achieve cohesiveness. In an era where there are multiple content platforms and various forms of content media, it can be easy to lose control. Spreading content across social media, blog posts and video content is positive, as long as it is cohesive and doesn’t confuse audiences. To prevent this confusion and to make sure content stays on track, a strategy is required.

Content strategies also help firms develop a strong brand identity that will resonate with their target audiences. Effective branding is extremely important in the modern day, with hyper-saturated markets and short attention spans making it more difficult to find consumers than ever. Those wanting to establish a strong brand, should create content that will set a certain tone, style and overall approach. For example, a company wanting to seem relaxed and flexible might piggyback their content onto the latest humorous viral trend.

There are other benefits of using a strategy. Productivity, for example, can be increased when there is a clear goal and strategy in place. Clear production outlines not only ensure that creators don’t flounder, but can also help boost inspiration and focus, as one idea may spark another. Pattern analysis also becomes easier when strategies call for continuous content curation. The best success is often achieved when marketing is perpetually tweaked and tinkered with. In addition, when you have a clear plan, it’s easier to see what went right, and to collect data and identify patterns.

Finally, strategies also help maximise return on investment (ROI). Data shows that content marketing not only produces up to three times the leads of traditional marketing, but it is also 62 per cent less expensive. It can level the playing field between small firms and giant corporations, especially if strategies are well thought out. And these strategies will increase productivity whilst decreasing waste, which ultimately leads to better ROI.

Overall, any content marketing strategist must be able to identify why and how any project succeeded or failed if they’re to make future campaigns successful. This is a lot easier when a carefully considered strategy has formed the initial starting point for content curation. It is far easier to gain tangible results from this, and it can save a lot of time and frustration, especially if marketers have to work backwards from a result. Therefore, any brands considering turning to content as a way to increase brand presence, leads or sales must look to develop the right strategy from the start.


For many people, LinkedIn is one of the last social platforms to focus advertising efforts on. However, for B2B marketers, it can be the perfect network, as long as it’s used correctly. Regardless of whether LinkedIn is a major part of content strategy or not, there are essential pointers to consider when developing a campaign, and by following these, marketers place themselves in the best position to experience success.

It should come as no surprise that producing valuable content remains the most important aspect of marketing via LinkedIn. The Global Content Marketing Leader for the network, Jason Miller, says: “The most important thing is to think about LinkedIn beyond recruiting – because it’s so much more than that.” He went on to add,  “For the first time in the history of media, you can engage with the world’s professionals all in one place.”

One of the first steps of any intended content marketing strategy is to sign up to LinkedIn and create a professional, engaging company homepage. It’s essential for this page to properly reflect a company, as it will act as an on-site catalyst for all other marketing plans. The LinkedIn community is huge and rich with expertise; and as such, many professionals want to be part of the website’s conversations. Unlike other platforms, where many people simply spend time, LinkedIn is a place where people invest time to learn, connect and be inspired. Therefor, it’s vital to correctly curate a homepage to maximise appeal and draw readers towards published content.

For all B2B content marketers, it is also essential to increase their content’s exposure. This can be done by publishing material on both LinkedIn and Slideshare. Slideshare acts as a way to draw readers through a self-guided visual journey. It also provides an opportunity to repurpose old content and turn it into something new. This can cut content investment whilst boosting impressions. In addition, according to Mr Miller, LinkedIn’s content gets up to fifteen times more impressions than the website’s job listings, making it an opportunity not to be missed.

Finally, as expected, marketers must be prepared to promote their best content if they want to experience success. The old adage of quantity over quality has been surpassed, and those producing digital content must now pay close attention to ensure new material is fresh and appealing. Producing this content requires significant investment, and this can be wasted if it’s not properly marketed. As such, Mr Miller suggests targeting the correct audience and having the investment budget to properly promote.

For content marketers, LinkedIn offers a great opportunity. Mr Miller concludes: “I don’t think there are any excuses anymore. If you know that you have a different way to fix a problem and you’re not writing about it, and you’re not putting it out there starting with LinkedIn, then you’re just missing opportunities left and right.” Whilst many marketers might be focussed on other platforms, LinkedIn offers real potential – particularly for companies focussing on other business contacts instead of selling directly to the consumer.


A new survey has shown that many of the world’s businesses place coming to grips with new technology and conducting content marketing as a higher priority than finding more clients. In the report from media services company Publicitas, it was shown that publishers and agencies are focussing on content as a way to drive their firms forward. Though the strategies and advertising components varied amongst the agencies, of the publishers and marketers asked, all agreed that content marketing was to be their main priority when finding success in the modern, digital world.

Conducting the latest survey in April 2016, Publicitas questioned firms around the world about 24 major opportunities and threats that faced their businesses, including the much-discussed increasing use of ad blocking technology. Surprisingly, despite this topic being the focus of much scrutiny in the media, it seems as if the creative content industry is not giving this much concern. Across the board, ad-blocking was not mentioned, with advertisers, agencies and publishers instead placing content marketing as their top priority. This was closely followed by ad personalisation, rich media ad formats, mobile video and programmatic technology for publishers. Agencies, meanwhile, want to focus on programmatic tech, mobile video, cross-device targeting and accurate audience measurement, whilst advertisers will base their focus on content quality, content relevance, ad personalisation and accurate audience measurement.

Publicitas also found that many global marketers strongly believe that if they create content that’s increasingly relevant and insightful to their audiences, the ad-blocking trend can be countered somewhat. In fact, 81 per cent of respondents agree that developing the right environment and providing relevant content can prevent ad-blocking.

The vast majority of the 672 firms questioned also agreed that being able to harness the power of mobile devices was important. In addition, developments in this industry are set to influence how they conduct business operations over the coming 12 months. Meanwhile, 70 per cent believe that virtual reality will become a major technology in the immediate future, and will drive technological use and, therefore, a business’s approach to marketing. However, there’s mounting evidence that firms are equipped with the right skills to handle new tech, with many clients suggesting that they’re confident in keeping up with software changes. However, 86 per cent did admit that “technology change is increasing at a faster pace than our ability to track it,’ though, interestingly, more agencies and publishers agreed with the statement than marketers.

Publicitas’ global head of digital product, Andy Vogel, said: “Consumers are adopting new technologies at a faster rate than ever before, and these trends will become quickly realised if the application and monetisation models are in place to move these mainstream. It will be interesting to carry out this survey in another year, compare the priorities and industry problems and see if by using engaging content and the latest technologies, we are any closer to aligning businesses with consumer expectations and needs.”

For strategies to remain successful, the right content has to be used. And, it seems, this importance has not gone unnoticed by the world’s marketers.


For content creators and strategists wanting to utilise Twitter to boost engagement, a new analytics solution has been launched. Named ‘Engage’, marketers can utilise the official Twitter tool not only to grow and retain target audiences, but also increase the level of engagement too. Twitter has claimed that the group of Twitter users termed ‘popular creators’ will hugely benefit from the app. It will enable a way to increase business whilst maintaining the social interaction that remains the core purpose of the platform.

News of Twitter’s new tool was made public on the firm’s official blog. The company said that Engage could be used to track post-by-post engagement. This is done by reviewing the content published by a user, including GIFs, tweets, videos and any other activity conducted on the platform. By putting the resulting data to good use, content creators should be able to hone in on the types of content creating the most buzz. They will also be able to talk with more relevance about various posts, whilst continuing the conversation through engagement to boost overall interactions. This could help raise content towards the gold zone of going global and becoming viral.

As part of Engage, users can access a Tweet analytics feature. This makes it easier than ever before to track the engagement on a particular post. As an example, Engage can pull the most important @mentions to the top of the pile for marketers to interact with loyal fans and those with influence. Easily understood statistics, such as Retweets and video views across various periods will also be provided.

Twitter has also made it possible for users to access audience demographics with Engage. It means it’s easier to stay in the conversation and boost long-term engagement levels. The ability to watch a unique real-time feed means that content creators can get a much clearer idea of what their customers and fans are tweeting about, including the how conversations might fluctuate and change over periods of time. Combined with the tools to track and review content, it enables marketers to understand their network better, both in the make up of their audience and how topics, branding and other factors change on a daily basis.

The latest launch of Engage sees Twitter take another step towards providing users with native apps capable of providing in-depth insights and meaningful analytics. It was in 2014 that the firm rolled out its impressions dashboard and, until now, many campaign managers and marketers have had to rely on third-party tools to access valuable insights. Now, the dedicated analytics solution will be the ideal option for celebrity users, popular content creators and high-profile brands.

Engage is already available to creators in the U.S., and can be downloaded from the iOS store. Currently, Twitter has not revealed any plans for extending the solution to other operating systems or regions. However, the company did confirm that although this is only the beginning of the rollout, it hoped to integrate the analytics tool with partner services like Nice and Vine.