Content Marketing is a term we're hearing more frequently than ever before. However, despite the growth in popularity, many people still have misconceptions about what it is, how it works and how to create successful marketing plans . Today, we're going to look at five of the biggest myths you may have heard about.
1. Content Marketing Is Quick and Easy
If you're thinking about using content marketing in the first place, you might have come across the idea that it's an easy way to get visitors to your website. That's part of what it does, but it's not going to happen overnight, because it also involves:
Developing a Strategy - You'll need to create a plan, decide where to focus your efforts, perform keyword research, create buyer personas, and accomplish numerous other time-consuming tasks. If you fail to do so, your efforts will not be successful.
Creating Content - It takes time to produce high-quality content - yes, even if you hire professional help to do it for you. Anyone who promises endless amounts of top-quality content overnight is lying.
Promoting Content - People will need to find your content before they can be swayed by it, so you'll have to promote it through the appropriate channels. Deciding which channels to use - and actually doing the promoting - will take up another good chunk of your time.
Measuring Performance through Analytics - A content-based strategy will almost certainly help your company, but that doesn't mean you should do it blindly. You'll need to measure its performance and adjust your marketing strategy as you go along.
2. Content Marketing is Automated
Some marketers and business owners have the idea that a content strategy can be entirely automated, after which point you can more-or-less forget about it. That's wrong in every way. It's true that some parts of a successful marketing plan can be automated - software exists for automatically publishing content to blogs and social media, nurturing leads, scoring leads, and that is useful if you have a worldwide audience and want to provide new content at all hours... but there are aspects of content marketing that simply can't be automated, including the creation of the content.
Besides, if you automate social media, you're missing out on the chance to connect with the people who like your ideas, products or services.
3. Content Marketing Just Means More Content
Sorry, but that's wrong. It's true that you want to have more content over time, but that's not what you should be focusing on. Rather, the best marketing strategy is to focus on quality content - that is, well-written material that gives something of value to the reader. If your only plan involves creating more content in the hopes it will work, expect to see fewer visitors and even getting knocked down in the ranks by Google.
4. You Can’t Create Quality Content on a Regular Basis
Many businesses worry that they'll never be able to continue producing high-quality content over time - often because they have a limited number of topics to write about. Let's pause for a second and think about that - if you can't find interesting things to talk about for a given product, service or industry, then are you sure you should be trying to sell it in the first place? You'll have to diversify your key topics in order to continue creating quality content, but that's not as hard as it sounds.
Also, be sure to talk with all of your employees - yes, all of them, trust me on that one - in order to get new topics to write about. Find the pain points that readers have and offer solutions. These are just some of the ways you can use to continue churning out high-quality content on a regular basis. If you're out of time, then ask a content agency for help.
5. Content Only Has A Short Shelf Life
Believe it or not, many businesses think that content is dead once it's been socially promoted. That's wrong! When you're developing your strategies, you should be thinking about ways to repurpose and reuse content. For example, several blog posts on a topic can be combined into an ebook, or you could go the other way and re-post the ebook as a series of blog posts (especially ones that encourage people to download the final product).
There are many ways of repurposing content - aside from material that's "evergreen", or always relevant from the start - and high-quality content always has value to the business.
As we mentioned before, there are many misconceptions about content marketing. Now that these five myths have been properly debunked, you should have a better sense for what content marketing is, what it isn't, and what it can do for you. To learn more about the ins and outs of successful marketing plans, schedule a free 30-minute consultation.