Content marketing can be one of the most important transformations for any business when done right. As a strategic approach to creating and delivering valuable and relevant content to a target audience, companies 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, while 87% of respondents said content marketing helped them gain brand awareness, build credibility, and generate more leads.
However, content marketing can be challenging if you don’t have the right resources or if you don’t follow the right strategy. To that end, many companies that have tried and failed with content marketing have believed in content marketing myths that have shifted their focus. We spoke to marketing leaders to uncover six of the top myths that stand in the way of business and what to do.
Myths. 1: the more the better
Many companies believe that more is better when it comes to content marketing. Whether that means simply producing more content no matter what, or trying to present it on all available channels. However, the reality is that the amount of content you post is not as important as the channels you post.
Andrew Sumitani, Senior Marketing Director at TINYpulse in Seattle, explains that consistency should be the primary focus of any marketing strategy. Whether you’re focusing on a social media campaign, posting articles to a blog, or starting a regular newsletter, consistency is the most important ingredient. “If you post consistently, your viewers/readers/listeners will start expecting your content. Just like a weekly TV show. If there is no standard, your content will simply be lost.”
This consistency also applies to your choice of channels to distribute your content. Better to be consistent on one or two channels than on five or six.
Myth 2: you have to be a creative person
Given the creative elements involved in content creation, many people believe that only a select group of people can create content. It should be fun and impress everyone who sees and notices your content. However, the best thing about content creation is that anyone can learn how to do it by researching and following the steps. Additionally, content marketing requires companies to adjust their plans and ongoing changes, meaning even the most experienced marketers are still learning.
Kirsten Allegri Williams, Optimizely’s General Manager, based in New York, emphasizes the importance of having the right data to support your decisions. “Before you started the product, you created a marketing strategy and created content to support it,” he says. However, with access to the right data, marketers can use the collected data to support their strategy and focus on the areas they know are important to their customers. “With the rapid changes and rapid deployment of current channels, businesses must be able to learn over time and turn any content into a data source.”
Myth # 3: You have to use the same strategy as others
Just because something has worked for a brand in a different industry, or even a different brand in your industry, doesn’t mean it will work for you. “Not only is each customer group unique, but as unique as it is, it changes over time,” added Williams.
Every brand and industry is different, and so is the target audience. It may take a while to figure out what works best for your brand, but you can determine which strategy is best for you. By exploring the sites your target audience visits and creating an ideal customer profile, you can reduce the challenges in solving them. In addition, your strategy can still grow and develop even if you misunderstood it the first time.
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 ad traffic and social media are some of the most popular ways to drive traffic and increase brand awareness. However, brands that are successful in these areas believe they can ignore social media as an important part of the marketing mystery.
Be the niche B2B brand that believes its customers come from a different demographic than yours
Myth 5: Google search is the most important
Optimizing organic search results and search engine rankings is a tactic that many organizations have been victims of in the past. From creating keywords to reusing the same context as your competitors, it’s a mistake to build your marketing strategy solely on Google’s algorithm.
According to Michaela Atkinson, Content Manager at Dash Hudson in New York, “you focus on creating content that adds unique insights to a conversation about content quality, but also because you don’t run the risk of getting lost. search volumes. “
Creating quality content that shows something new can stand the test of time and help you improve your rankings and better engage your audience.
Myth # 6: You just need one type of content
When the debate is about the need for long or short content and whether only text and other types of media, such as video or image-based content, are to be ignored, the myth that only one type of content is needed is paramount. is ignored.
Different types of content will attract different members of your target audience. Your research should determine what’s best for your audience. By shrinking your content and varying the types of content you provide to your audience and the channels you offer, you can be sure that you cover all your bases.