Content marketing, if done correctly, can be one of the most remarkable changes for any business. As a strategic approach to creating and distributing valuable and relevant content to a target audience, organizations around the world have recognized the benefits of properly implementing content marketing.
According to the Content Marketing Institute, 79% of B2B marketers have a content marketing strategy. 87% of respondents said that content marketing has helped them gain more brand awareness, build credibility, and generate more leads.
However, content marketing can be challenging if you lack the right resources or if you don’t have the right strategy. To this end, many companies that have tried and failed with content marketing may have believed in content marketing myths that have shifted their focus. We spoke to marketing leaders to uncover 6 of the top myths holding companies back and what to do instead.
Myth # 1: More is better
Many companies feel that more is better when it comes to content marketing. Whether that means just producing more content no matter what, or trying to showcase on every available channel. The reality, however, is that the amount of content you post doesn’t matter as much as the channels you post on.
Andrew Sumitant, Senior Director of Marketing at TINYpulse in Seattle, WA explains that consistency should be the main focus of any marketing strategy. Whether you are focusing on a social media campaign, posting articles on a blog, or starting a regular newsletter, consistency is the key ingredient. “If you publish consistently, your viewers / readers / listeners will begin to anticipate your content. Just like a weekly TV schedule. If there isn’t a pattern of consistency, your content is simply lost.”
This consistency also applies to the choice of channels on which to distribute your content. It is better to be consistent on 1 or 2 channels than to be inconsistent on 5 or 6.
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Myth # 2: You have to be a creative person
Given the creative elements that go into creating content, many people believe that only a select group of people can create content. They need to be entertaining and delight everyone who sees their content and stands out from everyone else. However, the great thing about content creation is that anyone can learn how to do it by doing their research and following the steps. Plus, content marketing requires companies to adjust their plans and switch plans on the go, which means even the most seasoned marketers are still learning.
Kirsten Allegri Williams, CMO in San Francisco, California, Optimizely, points out the importance of having the right data in order to make your decisions. “You used to start with the product, create a marketing strategy, and then create content to support it,” she says. However, with access to the right data, marketers can use the collected data to educate their strategy and focus on the areas that they know matter to their customers. “With the speed of change and the proliferation of channels, organizations need to be able to learn over time and turn any piece of content into a source of data. Careful selection of data avoids unnecessary effort.”
Myth # 3: You should use the same strategy as others
Just because something worked for a brand in another industry, or even a different brand in your industry, doesn’t mean it will work for you. “Each group of customers is not only unique, but the way they are unique changes over time,” added Williams.
Every brand and industry is different, as is their target group. It can take some time to figure out what works best for your brand. However, you can determine which strategy fits the right research. Sifting through the websites your target audience visits and creating an ideal customer profile can help reduce the challenges of getting it right. Even if you get it wrong the first time, your strategy can keep growing and evolving.
Myth # 4: Social media is not important
There are several ways to implement a content marketing strategy. Organic traffic from Google and other search engines paid for the traffic from ads, and social media is one of the most popular ways to drive traffic and increase brand awareness. However, brands that have succeeded in these areas may believe they can ignore social media as an important piece of the marketing puzzle.
Whether it’s the B2B niche brand that believes their customers are part of a demographic that doesn’t use social media often, or the company simply doesn’t have a dedicated social media team, neglecting their own social media presence can turn out to be adversely affect any brand. The solution is to slowly and consistently start building a social media presence, starting with a platform and then gradually expanding.
Myth # 5: Google search matters most
Optimizing for organic search and search engine rankings is a tactic that many companies have fallen victim to in the past. Trying to base your marketing strategy solely on the Google algorithm is a mistake.
According to Michaela Atkinson, Head of Content at Dash Hudson in New York, NY, “You focus on creating content that offers unique insights into a conversation. Content marketers who do this are more likely to stand out, and not just because of it Google’s algorithm takes into account the quality of content, but also because its work cannot be lost in huge search volumes. ”
Creating quality content that showcases something new can stand the test of time and help you improve your ranking and better engage your audience.
Myth # 6: You only need one type of content
Whether it is about the need to need long-form or short-form content, or just using text content and ignoring other types of media like video or image-based content, the myth that only one type of content is required is more crucial Meaning to be ignored.
Different types of content will resonate with different members of your target audience. Your research needs to figure out which one will best suit your audience. By layering your content and varying the types of content you present to your audience and which channels you can use to ensure that you cover all of your basics.