Four Common Misconceptions about Content Marketing You Need to Know
There are many articles and blogs that explain about myths or misinformation about SEO and these days there are people in the business community who believe in myths associated with content marketing, and this post deals with exposing these myths. You need to keep in mind that believing misinformation about content marketing (and SEO) can cost your business a large chunk of your marketing budget, and plenty of potential leads. Here in this post, we have debunked few common misconceptions of content marketing to help ensure you are making the most of your company’s marketing dollars.
Only B2C Brands Require Content Marketing
Whether you are running a B2C, B2B or B2B2C enterprise, at the end of the day you are still promoting your brand to people, to those who love to hear stories. But, somewhere along the line, it was decided some businesses had stories to tell and others didn’t. Companies such as GE and Cisco came along with their powerful and engaging content and proved that industries other than B2C require content marketing to gather target audience for their brand. In short, every brand can benefit from content campaigns if they are properly targeted and well crafted.
Anyone Can Write Content
It is a fact that everyone may have valid and vital knowledge to share, but not everyone is successful in expressing their views or opinions in writing. Also, content marketing requires specific set of skills, and content experts not only fully divulge themselves in the given topic after doing intense research and investigation. Content writing also requires journalistic style and the ability for making complex subjects simple. However, that is not to say everyone should not be involved in the process of content development. In order to tell the right stories, and target the right personas with each piece of content, you need to develop unique content strategy. Everyone should play a role in helping to build your content strategy starting from the design and product development teams to the marketing and sales departments, even if they are not involved in the content writing process.
No Way to Measure the Content Marketing ROI
There those who believe that it is impossible to measure the success of content marketing campaigns, but in truth there are many ways to do it. The problem is that it is not as simple to identify as, say, paid search campaign. Each piece of content makes up a larger strategy. To measure the success of this strategy as a whole, you have to set multiple measurable goals. Then, you have to consider several aspects to determine how often content is exposed and the path your target audience take after getting influenced by your content. For achieving this goal, you can use marketing automation software.
Blog is for Sharing News Updates
If you are running a software company and you post blogs that only tells about your current and future software developments, keep in mind that no blog reader will say that “I can’t wait to read about the next version of this company’s software product”. There are companies that follow this routine and they do not realize that posting just technical jargon will make their blog readers stay away from their site in the future. Other than posting content related to the area of expertise, you can post other content that is informative, meaningful, and shareable so that your prospects actually care to read.
Also, you can embed images and videos in your blog about views and opinions made by your company staff (with their permission), sharing information regarding upcoming events in which regular people can attend, and many more. You need to focus on making your blog relevant rather than spewing a bunch of technical info about your latest products or services. For instance, publish a blog title “Why a Real Estate Enterprise Needs a CRM that is Cloud-Based” that ends with a CTA to download a guide tells about the newest features of your product. You will earn customer loyalty and engagement by gently guiding your target audience in the right direction.
These are the common myths surrounding the content marketing and you need to be careful when someone tells you about ridiculous things about content marketing campaigns.