Brand marketing itself needs a solid content marketing strategy. This may be done through blog posts, social media content, or videos.
However, many marketers have a hard time getting the results that they want from their content marketing campaigns. The Content Marketing Institute found that only 34 percent of B2B marketers believe they have a mature and sophisticated content marketing strategy in place. Almost the same holds true for B2C marketers with only 36 percent of them sharing the same belief.
This highlights the fact that a lot of marketers across different industries have a challenging time developing optimum quality and beneficial content marketing campaigns. Herein lies the problem. Marketing professionals are afraid of going forward because of misconceptions prevalent in content marketing. These misconceptions have become roadblocks to utilizing their content marketing strategies effectively.
Here are common some common content marketing misconceptions and what should be done moving forward.
Misconception #1: Bombard your readers with lots of fresh content.
Keeping content fresh is thought to be very important to keep your audience engaged. This misconception has compelled content marketers to produce lots of content to keep up. However, quality is compromised resulting in poorly written and edited posts, bombarded with typographical errors and irrelevant information. Quantity should never be a priority when producing content. Sacrificing quality will eventually result in losing the interest of your readers, which ultimately will result in losing out on potential customers.
Going forward: Do not be afraid to experiment and adjust your content production strategy. One high-quality post weekly beats five poorly-written articles in five days. Work up to two well-written and edited post in a week, if you can. Just keep in mind, quality over quantity. You may also want to take a look at the content you already have. Most of it probably doesn’t get more than one hit per year. You may be able to repurpose the content or combine it with other content to give it boost.
How do you produce high-quality posts?
- Focus on what is relevant to your readers. Make it useful and actionable for them to overcome their challenges.
- Spell-check, proofread, grammar check. Nothing annoys readers more than those seemingly harmless typos.
- Utilize search engine optimization; this is especially significant if you want your blog posts to help you with conversions.
- Use relevant keywords that your target audience will likely search for at regular intervals, say every 100 words or so.
- Include keyword-optimized meta descriptions and alt text for images
Content marketing is not just about blog posts. It is also about managing your social media accounts and creating posts that will engage your audience on those platforms. Aside from the tips mentioned, you can also come up with a content calendar which is useful to keep track of your posts.
Misconception #2: Just post quality content and you’re done!
It is a common mistake for content marketers to believe that their work is done simply because they churned out high-quality informative content that their audience will love.
However, a successful content marketing strategy involves not just engaging your target readers. A successful content reaches your readers, gets shared, rakes in readership ratings. Just because your content is very good, does not mean it will be popular overnight.
Content promotion and distribution help in making sure your post reach your readers. Search Engine Optimization (SEO) techniques and PPC ads are great at directing more traffic to your content. However, they are not the best ways to engage your audience.
While you need people to read your content, you need to really engage your audience in such a way that they love it enough to share and comment on it too. One way to really engage is to be active on social media.
Going forward: Based on the CMI studies, content distribution is among the top three factors that contribute to increased content marketing success for both B2B and B2C marketers. It involves an improved audience targeting to make sure your content reaches people who are most likely to value it.
However, with the number of social media platforms out there, being on top of content distribution can be a challenge. You need tools that will help you manage your social media marketing activities.
More than stepping up on social media efforts, you can always tap your readily available resource… your people. Get your employees engaged and they, in turn, can be the perfect channel for making a personal connection to your audience. Your people are not just employees, they are brand advocates.
Misconception #3: Focus only on blog posts.
Let us admit, for most people, content is almost always synonymous to blog posts. However, this does not mean that blogs posts are the only content format available out there. Yes, blog posts may have been prioritized because they provide a venue for detailed information and step-by-step instructions. But perhaps your products may benefit from other formats like videos or images. Feel free to explore the forms of content available to you. You might just discover which one is more engaging to your audience and more successful in marketing your products.
Going forward: Don’t be afraid to experiment with visual content formats through which you can deliver your message. According to eMarketer, almost 75 percent of internet users in the U.S. look for visual content before they make a purchase. Infographics is an alternative and attractive way to convert your data and important insights. You can include these graphics in your blog posts or share them on social media.
There are plenty of content formats through which you can communicate your message. You can also try using videos, podcasts, ebooks, webinars or infographics. You can even distribute your content in the form of online courses that will attract and engage your target audience.
Misconception #4: Don’t try content marketing. It will not work for your type of business.
Some companies shy away from content marketing just because they think it’s not going to work for their business.
They think that their industry is not cut out for engaging people through content creation. As such, they just leave content marketing to the hip, fun, customer-centric businesses without even trying.
Going forward: All businesses deal with people. It does not matter if your business is about basic services like teaching people how to cook or selling something as simple as cookware. Your content does not have to be just about your core business.
Be creative and explore how you can create content that appeals to and engages your audience.
For example, if you are a cooking school, you can produce content about food safety or types of cookware. On the other hand, if you sell cookware, you can post cooking videos (using your cookware, of course!) as well as recipes that your prospective buyers can try at home.
Misconception #5: Look at content marketing as a money-making machine.
Because making money is the most common objective of businesses, it does not come as a surprise that these businesses utilize content marketing for the sole reason of making a profit
When they end up disappointed when the sales don’t skyrocket overnight, they dismiss the whole idea of content marketing, thinking it is not worth the effort. The truth is, they missed out on the other important performance metrics.
Hard-selling rarely does ever work these days. With the wide variety of choices available to consumers, people are looking for value in products or services. Consumers know when they are being sold to versus being served with information, benefits, advantages of a product or service.
Going forward: Start looking at the long-term benefits of content marketing for your business. Other than boosting the revenues, how else is content marketing helping your business?
Statistically, 51 percent of B2B marketers and 58 percent of B2C marketers have been able to use content marketing to increase sales. However, the biggest contributor to sales is audience engagement, as confirmed by 77 percent of B2B marketers and 79 percent of B2C marketers.
Additionally, content marketing has helped increase leads for 72 percent of B2B marketers and 65 percent of B2C marketers. Don’t limit yourself. Look at other means in which you can benefit from content marketing.
Use other measures in finding out how you have been successful in your content marketing efforts. Measure employee engagement, brand recall, audience engagement. Don’t just look at the sales figures.
Always keep in mind, getting your audience engaged will make them pay attention to the product or services you offer. Once you got their attention, make them love you and eventually, you will convert them into brand advocates.