Content marketing can provide one of the most remarkable transformations for any business when done correctly. As a strategic approach to creating and distributing valuable and relevant content to a target audience, businesses around the world have seen the benefits of properly implementing content marketing.
According to Content Marketing Institute79% of B2B marketers have a content marketing strategy, with 87% of survey respondents indicating that content marketing has helped them increase brand awareness, build credibility and generate more leads.
However, content marketing can be difficult if you don’t have the right resources or follow the right strategy. To that end, many businesses that have tried and failed with content marketing may have found themselves believing content marketing myths that have changed their focus. We spoke to marketing executives to uncover 6 of the top myths holding businesses back and what you should be doing instead.
Myth #1: More is better
Many companies feel that more is better when it comes to content marketing. Whether that means simply producing more content no matter what it takes or trying to feature on every channel available. However, the reality is that the amount of content you post is not very important, nor are the channels you choose to post on.
Andrew Sumitani, Senior Director of Marketing at Seattle TINYpulse, explains that consistency must be at the center of any marketing strategy. Whether you’re focusing on a social media campaign, posting blog posts, or launching a regular newsletter, consistency is the key ingredient. “When you post consistently, your viewers/readers/listeners will start anticipating your content. Just like a weekly TV show. If there’s no consistency pattern, your data will just be lost.”
This consistency also applies to the choice of channels on which to distribute your content. It is better to be consistent on one or two channels than to be inconsistent on five or six.
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Myth #2: You have to be a creative person
Given the creative elements involved in creating content, many people believe that only a select group of people can create content. They should be entertaining and wow everyone who sees their content and stand out from the crowd. However, the benefit of creating content is that anyone can learn how to do it if they do their research and follow the steps. Additionally, content marketing forces businesses to adjust their plans and move, which means even the most seasoned marketers are still learning.
Kirsten Allegri Williams, CMO in New York City optimally highlights how important it is to have the right data to inform your decisions plays a bigger role. “It used to be that you started with the product, created a marketing strategy, and then created content to support it,” she says. However, with access to the right data, marketers can use the data they collect to inform their strategy and focus on areas they believe will be important to their customers. “With the speed of change and the proliferation of channels today, businesses need to be able to learn as they go and ensure that every piece of content also becomes a source of data. When data is chosen carefully, it eliminate paths to wasted effort.”
Myth #3: You should use the same strategy as everyone else
Just because something worked for a brand in another industry or even another brand in your industry doesn’t mean it will work for you. “Not only is each customer group unique, but how unique they are changes over time,” Williams added.
Every brand and every industry is different, and so is their target audience. Figuring out what works best for your brand can take some time, but you can identify the right strategy with proper research. Researching the websites visited by your target audience and creating an ideal customer profile can help alleviate the difficulties of getting it right. Plus, even if you get it wrong the first time, your strategy can continue to grow and evolve.
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 traffic from ads, and social media are some of the most popular ways to drive traffic and increase brand awareness. However, successful brands in these areas may believe they can ignore social media as an important piece of the marketing puzzle.
Whether it’s a niche B2B brand that thinks its customers are part of a demographic that doesn’t use social media frequently or the company simply doesn’t have a dedicated team social media in place, neglecting your social media presence can be detrimental to any brand. The solution is to slowly and systematically start building a social media presence by starting with one platform and then gradually expanding.
Myth #5: Google Search Matters Most
Optimizing for organic search and search engine rankings is a tactic many organizations have fallen victim to in the past. From keyword stuffing to simply reusing the same context as competitors, trying to build your marketing strategy based solely on Google’s algorithm is a mistake.
According to Michaela Atkinson, chief content officer at New York City Hudson dash“focus on creating content that adds unique insights to a conversation. Content marketers who do this are more likely to stand out, not only because Google’s algorithm now takes content quality into account , but also because their work is not in danger of being lost in huge volumes of research.”
Creating quality content that showcases something new can stand the test of time and help you improve your rankings and better engage your audience.
Myth #6: You only need one type of content
Whether it’s needing long or short content, or using text-only content and ignoring other types of media such as video or image-based content, the myth that a only type of content is needed is crucial. To be ignored.
Different types of content will resonate with various members of your target audience. Your research should identify what best matches your audience. Also by layering your content and varying the types of content you present to your audience and on which channels you can ensure that you cover all your bases.