The online business boom in recent years has sent the need for digital marketing skyrocketing. And with good reason. Content marketing is at the very heart of effective communication between businesses (B2B) and between businesses and potential clients (B2C). Among the many things that it encompasses, it can focus on a range of strategies, from email marketing, to social media channels, and search engine optimization (SEO).
Research has shown that quality content drives sales by increasing user traffic and conversions. The rise in demand for this knowledge also means that there is a lot of misinformation out there too. To help you navigate through it all, and avoid any consequent mixed messages, we’ve put together a handy list of five major content marketing myths that you should probably toss out the window.
Ready? Let’s go!
Marketing Myth #1: Content Marketing is something you can manage on the fly.
NOPE! There is a huge difference between adding new content ideas to your editorial calendar as they come up vs. just winging it with your posts based on whatever idea comes to mind. Having a roadmap that fits into your overall digital marketing strategy is crucial. If any of this sounds unfamiliar to you, it might be helpful to step back and take some real time to develop your overall marketing strategy. Need help with this step? We’d be more than happy to show you how!
Marketing Myth #2: Quantity trumps quality.
A common myth often heard through the digital marketing grapevine is that it’s best to keep pumping out content regardless of the quality. Nothing could be further from the truth. In fact, continually pushing lackluster content actually erodes brand credibility over time. Consider this example using a well-known website: Wikipedia was one of the many high-traffic sites to feel the wrath of Google’s Panda update when they were penalized for overproduction of thin content in 2011. While Panda updates are a thing of the past, it is only because they are now integrated into the tech-giant’s core algorithm. The moral of the story? Quality content is always the way to go.
Marketing Myth #3: Quality content speaks for itself.
We hate to break it to you, but… nothing speaks for itself! Producing quality content is a great start, but you really shouldn’t leave it at that. The next step is making sure that your worthy content actually reaches and gets read, ideally by your target audience. With the over-saturation of information people have to deal with every time they jump online, it’s not easy for them to find their way to the good stuff. You need to come to them.
Marketing Myth #4: Prioritizing content marketing is the express route to success.
While a solid content marketing strategy has been proven to generate great results, this doesn’t tend to happen as fast as people think or would like it to. Mostly because the focus with content marketing is that of building a trustworthy reputation as a means of creating a growing, loyal customer base. And often, this takes time, testing, and most of all, patience.
A great example of this is the IT giant, Cisco. Having joined social media networks as far back as 2008, they knew they could benefit from establishing their presence among these channels, but weren’t initially able to demonstrate how. They launched their new router, using only social media to communicate about their product, Over time, their strategy paid off: using only social media saved them over $100,000 over time. And while this strategy looks different for everyone, there really are huge benefits, if you have the patience to let it pay off.
Marketing Myth #5: Anyone can write blog content, and for cheap too!
Oh dear, there are two shades of bogus to this statement… Let’s take a closer look, shall we?
1. Content marketing is so much more than just ‘blogging’ – it’s a strategic approach to communicating with your customers to building a lasting relationship with them based on tangible value and credibility. It also requires factoring in other tools like SEO, infographic creation and online user behavior trends.
2. Anyone can? It’s fairly common for many businesses to let their budget concerns override their consideration of who is actually going to be doing the content writing. Unfortunately, as far as quality content is concerned, this approach doesn’t get companies very far at all. Good content writing is a serious skill, and no serious skill deserves to be undervalued – especially when it’s been proven to be a huge driver of conversions. Reasonable and respectable rates for a job well done is key in today’s professional world.
Hopefully this has helped give you a clearer understanding of what content marketing entails, the importance of building a solid strategy for it, and the value it can create when you get it right. If you still have doubts as to where to get started, you can always count on us for help to develop a tip-top content marketing strategy. All you need to do is reach out to us here!