Misconception about Content Marketing

Author: Suchi Yadav

Designation:

Business Advisor – Retail

It’s an undeniable fact that Content is the essence of Digital Marketing. After analyzing numerous reports, I came to the conclusion that 75% of the business plans use Content Marketing while rest 25% do not know how to use content for marketing. In the words of well-known author, Mr. Benjamin Franklin said that “Either write something worth reading or do something worth writing about”

Well, there are many resources that would give us overwhelming information rather providing knowledge-based information, as too much of data is not worth it. There is so much noise about Content Writing that people have developed many misconceptions about it.

The most common one is MORE CONTENT, MORE BETTER.

Marketers are so ambiguous on their content that the most common and frequent questions they ask are: how consistent do they need to be? How long should their content be? It has become such a dichotomous situation, that marketers still don’t have a concrete answer to this.

In the initial days of online marketing, keywords were used that delivered low-quality data. Their primary aim was to rank higher in organic search results and increase user reachability. Thereby Search Engines like Google developed a sophisticated algorithm to combat all these unwanted information by not giving them a chance to stand there and providing a new content that is far more worthy for the user. On top of that, people want only quality in the content, as we know Quality always beats Quantity.

There is an uphill battle to create a constant production of high-quality content, to build brand’s strong identity and trust within customers’ expectations. Consumers have an inherent distrust on brands that 88% of business buyers look for online content and just 9% of respondents consider vendors as their trusted partners. Therefore, we need to work smart in the right direction to break all these misconceptions to develop a long-term relationship with customers.

The only way to beat all these misconceptions is by delivering content which they need and answers their pain points and interests. Therefore I think that more the post is targeted to a specific audience, farther it will travel because of their emotions/experience attached towards that post.

The second biggest Misconception is QUALITY CONTENT WILL SPEAK FOR ITSELF

Often many marketers after developing great content take a hard stop by thinking that their content is engaging, it has SEO, and it has many followers or likes. But that’s a huge mistake they are doing because providing only quality does not serve all the problems of customers. Do not get overwhelmed by just providing a decent content to your audience, instead, you have to understand your audience first.

There should be a complete cycle of posting content regularly on different mediums which helps their customers to engage and give them the exact information at the right time and at the right place.

Because at every minute:

  • Facebook users share nearly 2.5 Billion of content
  • Twitter users tweet nearly 300,000 times
  • Email users send more than 200 million messages
  • YouTube users upload 72 hours of new video content

In order to stand out of this huge ocean of content, one needs to do things differently, whether it is about knowing a particular topic more than anyone else, having a niche keyword or delivering a simple topic with a twist.

Recently Rand Fishkin, CEO, and founder of Moz, discussed 10x Content (To know more about this, Stay tuned for my next article) saying that the content which you are making should be 10 times better than anyone else. That content should be very effective in creating UX and UI experience, meaningful, creative and which delivers an emotional response. Most importantly, it should serve customers by solving their problems and questions accurately, by providing comprehensive results of their needs.

You have the Power to know your Audience

We, marketers, are very smart in analyzing any content be it on websites, campaigns, applications and last but not the least measuring their outcomes “Secretly”. Therefore we have these superpowers to know our audience so well. How do we do that?? By Listening and paying attention to their feedbacks and utilizing that data for analyzing their demands.

So never assume to know your audience even after having years of experience. Rather you can check by gathering some basic information like Pageviews, click through rates, Traffic Sources, Competitor Analysis and Social Media Engagements. Once you have collected all information, you can create targeted content strategies for a particular segment you want to dedicate.

Last (which I think, is not the least!) Misconception is that: There is only One Right Way to get Content Out there

There is not a particular way or method for your marketing strategies. There are multiple ways of marketing and most of the marketers believe that their type of marketing is “best” for their content. They should understand that they are just being pigeonhole by doing this. They should be open enough to adopt new marketing tactics to promote their content strategically. In fact, staying in one lane and focusing on a particular set of tools can be a huge setback.

This world of marketing is dynamic and there are many strategies that can be put together to carry out a single marketing activity. However, for that, you have to alter some actions based on your strategy and an idea to be open to do anything new or different which can be worthy for your marketing activity. Considering the context of content marketing, marketers need to think way bigger than just content marketing and traditional form of marketing. There are a lot of content marketers who push out a stream of blog posts, daily, weekly or monthly without putting in efforts to drive traffic in there. Publishing is Easy, but attracting targeted visitors to your articles is not!

Therefore, marketers have to identify content, strategies and tools that will resonate with their targeted buyer’s persona. Author of The Marketing Performance Blueprint said: “A simple rule to consider is to spend 20% of resource on production and 80% on promotion.”

Thus, you have to know your personas and what are their interest in order to come up with an appropriate social media and promotion strategy.

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