The value of content marketing has been increasingly recognized by marketing and PR professionals. It seems clear that, over the long term, it can enhance brand awareness and even drive demand. According to the Content Marketing Institute, 60 percent of business-to-customer marketers say their content marketing budget will increase in 2014.
There are barriers to creating and sharing excellent content, including popular myths and misconceptions that should be dispelled. Here are a few of the biggest falsehoods:
Content marketing can replace PR. Not really. Although there’s been a lot of talk about one supplanting the other, earned media is still powerful. Content typically fits nicely into a strategic PR program, not the other way around.
When it comes to content, more is better. This may have been true once, but it’s not now. Google algorithm updates favor high-quality, original material over large quantities of keyword-stuffed posts. Even beyond that, wouldn’t you rather share well-designed content that you’re proud of?