16 myths about content marketing and their debunking

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The popularity of content marketing in internet is growing. This discipline is gradually becoming mainstream. The former optimizers and copywriters massively join the ranks of content marketers, and the content marketing becomes overgrown with myths. The latter interfere with the work of specialists and mislead their clients. In this article you will find a list of the main myths about content marketing and their denial.

Read also : What is content marketing?

Myth # 1: content marketing is an inexpensive approach to promoting projects

Content marketing actually has a very high ROI or return on investment. Moreover, by investing in content marketing, you are practically guaranteed to get the planned result. However, this approach to promotion can not be called cheap.
To successfully use content marketing, you will have to spend money on creating quality content and promoting it. Add here the technical development of the site, improving functionality and usability and other costs.
Using a financial analogy, content marketing can be compared to a deposit in a reliable bank, the yield on which is 12% and increases due to capitalization. Having invested 100 $, you will earn ridiculous 12 $. Having invested a million, you will achieve significant results.

Myth # 2: content creation can be entrusted to the cheapest author, since all can write

If you need “unique content for sites in USA inexpensive”, then you really can cooperate with the author under the name of MRiCanDoit_super from any exchange. However, this has nothing to do with content marketing. This discipline is successful if your content solves the problems of the audience, creates added value, provides readers with access to quality information.
If you are engaged in content marketing, you do not need texts for websites. Look for texts for people. Not everyone can write them.

Myth # 3: content marketing is just a fashion trend that will sooner or later become obsolete

Content marketing really turned into the latest peep of fashion. However, this discipline is based on principles that ensure its long-term relevance.
Content marketing is built on meeting the information needs of the audience. Search engines work to find current and quality information for users. Algorithms search engines are being improved. Therefore, they are all more successful looking for really high-quality content, depriving the chances of manipulators with search results. Apparently, content marketing will become that very classic, which is always relevant.

Read also : Uncensored Lexicon in Marketing: Pros & Cons

Myth # 4: content marketing is an independent discipline

Content marketing can be seen as part of Internet marketing, and as an integrative discipline. In any case, the creation and promotion of content works only in conjunction with technical search optimization, SMM, work on design, functionality and usability of the resource, paid advertising, marketing activities offline. Content marketing is closely related to other marketing disciplines.

Myth # 5: content marketing is a fashionable name for SEO

SEO in a good way is to ensure that the resource matches the technical requirements of search engines. SEO in a bad way is website promotion by manipulating search results. Technical SEO is part of content marketing. Manipulative SEO is an obsolete technology that has nothing to do with marketing.

Myth number 6: content marketing is one of the names SMM

To carry out marketing with the help of content without activity on social networks is impossible. To carry out marketing in social networks without content is impossible. Content marketing and SMM are different disciplines. If we consider content marketing as an integrative discipline, then SMM is a part of it. If we consider Internet marketing as an integrative discipline, then SMM and content marketing are its constituent parts.

content marketing infographic

Myth # 7: The effectiveness of content marketing needs to be assessed on sales

Sales are provided by a set of measures that still go beyond content marketing. When the content marketer takes responsibility for the transaction, he becomes an Internet marketer. In this case, the effectiveness of content marketing is more convenient for assessing the effectiveness of solving specific problems: attracting targeted traffic, forming a permanent business audience, ensuring the involvement of clients in interaction with the business.

Myth # 8: content marketing is easy. It is enough to write and regularly publish posts in the blog

Read also : 75 important statistics about content marketing in 2017

Creating and publishing high-quality content is the core of marketing strategy. But content marketing is not limited to these actions. It is worth noting that, due to information noise, even the most high-quality content needs to be promoted.

Myth # 9: You can plan and publish viral content

You can study the anatomy of virality and try to repeat the success of the most famous memes. However, no one can guarantee virality. Viral distribution of content occurs more by chance and thanks to luck. However, this does not negate the effectiveness of recommendations for creating viral content.

Myth # 10: content marketing can be structured on a campaign

Supporters of this myth believe that content marketing can be dealt with occasionally, by implementing separate campaigns. For example, in the framework of the campaign to promote the product “A” they create and publish a dozen or a dozen notes, spend a couple of contests in Facebook and go into the old good SEO. A month later the product “B” appears, for which you can also conduct a content marketing campaign.
Structuring marketing on the campaign is conditional. Content marketing is an ongoing process. With the help of this tool, marketers meet the information needs of the audience. Do your potential customers only need information from time to time?

Myth # 11: content marketing is a quick and easy way to success

Content marketing is the right way, so it can not be simple and fast. It’s a marathon, but not a sprint or even a run to middle distance. Moreover, it is a marathon with obstacles that must be overcome at all distances.

Myth number 12: to increase the coverage, you need to publish more content

To increase coverage, it is not enough to increase the frequency of publications or the volume of notes. In this formula, there are other variables: the relevance and quality of content, content promotion, brand credibility and others. The task of increasing coverage should be addressed in a comprehensive manner.

Myth # 13: content marketing works only online

In fact, with the help of content marketing, you can successfully promote offline business. In addition, this discipline includes tactics of promotion, implemented in offline.

Myth # 14: Content Marketing in the B2B Segment Affects Organizations, Not People

Any organization consists of people. Marketing always affects specific people who represent organizations.

Myth number 15: the task of content marketing – to attract visitors to the site. For sales meet other disciplines

In the exposure of myth No. 7 it is said that the effectiveness of content marketing is incorrectly estimated by sales. However, the content marketer should not completely eliminate commercial tasks, including conversions and transactions. Defining the goals and objectives of content marketing, experienced content strategists integrate this discipline into the commercial activities of the project.

Myth # 16 (main): if you create high quality content and successfully promote it, many visitors will come to the site, many of which will buy your product

The reality is this: if you create high-quality content and successfully promote it, many visitors will come to the site. Some of them will remember your brand. Perhaps someday they will buy your product.
In order for visitors to recognize your brand, you need to constantly and for a long time publish and promote high-quality and useful content. In order for visitors to buy your product, you must offer them good service conditions, a favorable price, convenience of making purchases and making payments.

Myths interfere with marketers

Because of myths, contradictions and conflict situations arise. For example, a client expects a salesman to increase sales, and the marketer believes that his task is limited to the creation of content. These extremes are due to myths that prevent content marketers and their clients from setting realistic goals and forming adequate expectations of cooperation. Exposing myths, you better understand content marketing and get the opportunity to effectively use this tool.

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Veces Platon

Founder of ActualThemes

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