With the click of a button, the swipe of a finger, or the tap of a screen, we can have access to an endless world of information. Through content marketing, brands can go directly to their consumers with information that will mean something to them. It increases brand engagement, top of mind awareness, and website traffic. But, even armed with that knowledge, a lot of brands aren’t doing it. Why not?
Here’s 7 debunked myths about content marketing that might just change your mind about producing content.
1. Content won’t work for my business.
The production of useful and relevant information is no longer an advertising method that should be left to the “big dogs.” Content can work for any business because it’s all about creating relationships with consumers. Big or small, from banking to the food industry, every business was created to provide something useful to its customers. It’s the same with content.
2. I don’t have the resources.
One of the major challenges of content marketing is keeping up with the demands of the consumer and being able to produce quality content quickly enough. Every business can have the resources to create awesome content, if not in-house, then through the use of a creative agency. Aside from in-house writers, agencies that provide content services can be one of the most important resources in the creation process.
3. Content marketing is only about brand awareness.
A huge part of content marketing is meeting the consumer at every point in the consumer journey. You want to be there for the customers who have never used your product before and for the customers who have been loyal for years. Brands with blogs have 7.8 times more site traffic than brands without, from people who just googled “how to ____ better” all the way to people who subscribe and read every post.
4. People don’t like content marketing.
Actually, people are reading, sharing, and watching more than ever. As brands become more social and develop more laid-back personalities, people are wanting to interact and form long-lasting relationships with them. In fact, 62% of millennials feel a stronger connection and loyalty to a company after they see or read their website or social media sites, and 33% are willing to buy a product if the brand has content that feels authentic.
5. More content is better.
Quality over quantity. The amount of content your brand produces won’t matter if it doesn’t matter to the audience. The truth is that only 9% of people consider vendors to be trusted sources of content, so from the get-go, your brand has to establish its content as authentic, original, and worth the audience’s time. The key here is to focus on relationship-building, and the first step is producing content that will make your customers care.
6. Content marketing is only digital.
The definition of content marketing is simply the art of producing and promoting useful and relevant content. While the majority is done online, through blogs, vlogs, infographics, and much, much more, there are non-digital options that shouldn’t be ignored. Host seminars, provide workshops, write newsletters, start a magazine, find creative ways to reach your consumer right where they are.
7. Content quickly dies.
Since the social media era began, the saying, “Once something’s up on the Internet, it can never, ever be taken down,” has been used to scare kids into only putting appropriate things online. The same applies to content, except in a positive way. Content can have a long shelf life. One Google search can ping back articles that were written over ten years ago if they’re relevant to the search terms. Content can also be easily repurposed for different platforms. A blog can be rewritten into a short Facebook post, or an even shorter tweet, or an even shorter Snapchat story, all tying back to that original post.
Hopefully, by now, you're convinced. A content marketing strategy can be easily adapted to each industry, making it one of the most important things your brand can be doing. In fact, 80% of people would rather get their information about a company from an article or blog post, rather than an advertisement. So, when content is done right, the opportunities are limitless.