B2B marketers consistently cite creating content that engages as a top challenge of content marketing. That is a genuine hurdle, but making it harder to overcome are the preconceptions that marketing team members likely bring to the effort.

Getting content marketing right is both more complex than its most fervent promoters claim... and easier than doubters fear. Carrying beliefs on either end of the spectrum into a content program will hamper its effectiveness.

The first step toward success? Getting real.

With that in mind, this article busts six content marketing myths that just keep hanging on, and it counters them with reality-based strategies that work.

Myth 1: It's easy! We'll just pull stuff out of our brains

Reality: Brain extraction is a painful process that often results in a mess

When we imagine that we will simply sit down (or, more typically, someone else will sit down) with the intent to create, and then meaningful and readable content will come pouring out, we are kidding ourselves.

The truth, as MarketingProfs and Content Marketing Institute research shows, is that you need a road map.

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image of Sandra Stewart

Sandra Stewart is a principal at Thinkshift Communications, which provides content marketing, messaging, and other strategic marketing services to cleantech and sustainable businesses.

LinkedIn: Sandra Stewart