Content marketing is an essential technique for marketers, allowing companies to raise brand awareness, increase leads and elevate their status. Yet despite such benefits, there are still misconceptions about content marketing. Here are 11 myths about content marketing, based off an article I found online:
Your audience won’t fall for it: Consumers aren’t interested in reading a sales pitch, they want to form long-lasting relationships by interacting with brands. Take a look at Millennials; 62 percent of them have reported that they feel a connection with a brand when they see or read about it online. And if the brand’s content isn’t sales-y and feels authentic, a third of them have reported that they’re willing to buy a product.
Content marketing won’t work for your business: Not every brand is as exciting as Red Bull or Coca-Cola. Yet this doesn’t mean that they can’t succeed in content marketing. Take, for example, GE. They’ve been using visual content, which has allowed them to let go of the brand and become part of internet culture.
It’s too expensive: There are costs associated with content marketing, but it’s a lot more affordable than traditional advertising. You do need to hire writers and pay for ads online, but leading marketers are very good at repurposing content without much cost.
It’s free: While it’s cheaper than traditional advertising, content marketing won’t achieve the required goal for free. The idea is of course to let your content grow organically, but you do sometimes need a little push to make that happen.
People don’t read anymore: People still read. It isn’t always from a book, but they still read, particularly if the content is valuable, informative, solves a problem and isn’t promotional.
You don’t have the resources: Not being able to create enough content is one of the biggest challenges faced by marketers. To address this, try repurposing content, using social media scheduling and monitoring tools and hiring freelancers.
You can’t prove the ROI: Content marketing should be based around goals and objectives; you can track increased traffic by seeing how many visitors originated from Facebook or Twitter. If you set these goals in the first place, you can absolutely prove the ROI of your content marketing.
Results are fast: Content marketing takes a lot of time, trial and error. Everything from conducting research to actually creating content to analyzing its results takes months, even years.
Your business can’t compete: While you have a lot of content to go up against online, people still want to see content that serves a purpose. If your content is valuable and can make the lives of your audience better, then there’s plenty of room to compete.
Traffic and shares means success: Just because your video has 20,000 views doesn’t mean it was a success. A popular video won’t necessarily drive traffic to your website, obtain leads or catch the eye of industry leaders.
Your content can’t be published anywhere else: Scour the Internet long enough and you’ll notice that content gets republished in multiple places. If you want to tap into a large audience, republish your amazing content, whether that’s on LinkedIn, Huffington Post, Business2Community or any other medium.