When it comes to digital marketing strategies, there are numerous terms that are put out there. Along with words such as ‘SEO tactics’, ‘lead generation’, and ‘PPC ads’, content marketing is commonly heard.
While content marketing forms an integral part of every digital marketing campaign, it is often the most misunderstood. Most people use content marketing as an umbrella term for several online strategies thus losing clear direction on how to market their content.
On the other hand, some people have a limited view of content marketing strategies causing them to lose out several opportunities to engage with audiences. DigitalDeepak has published some fantastic content on Content Marketing, which you might want to have a look at.
Here, we take a look at some of the common misconceptions surrounding content marketing and how they are impacting your business.
Before we deep dive into the myths and confusion regarding content marketing, let’s understand what the term really means.
Simply put, content marketing is the story or narrative created by the brand that helps boost brand awareness, customer engagement and ultimately drive sales. It isn’t one single form of content but rather a strategic use of numerous content platforms marketed in accordance with your company’s objectives, and one of them is driving traffic to the website.
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Common misconceptions about content marketing
1. Content marketing begins and ends with keywords:
Boosting your Google rank with SEO articles can work wonders in enhancing your brand awareness and build credibility. However, if all your content is keyword-focussed, you won’t be able to maintain your rank too long. Instead, content marketing is about marketing relevant and engaging content to your audience.
While keywords are important to get you ranked, the basic content needs to offer value or information to your visitors. If not, Google is going to take note of your bounce rate and push down your rank further, your brand will lose credibility with your audience, harming your overall brand perception and marketing campaigns.
2. Content marketing is just a sales pitch:
Great content marketed well can get audiences to your website, but also do a lot more. So many businesses mistakenly believe that content marketing is only good for boosting brand awareness or promoting a product.
However, content marketing can serve as a guide for customers at every stage of their purchase journey. Everything from providing key industry insights, offering an in-depth understanding of the use and scope of the product or service, encouraging consumers towards a purchase to building a relationship post-purchase can be achieved by content marketing. Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%).
3. Social media is different from content marketing:
A lot of people have a limited view that focusses only on blogs and website content when planning their content strategy. Distribution of content is a key component of content marketing and social media is a great way to connect and engage with your audience.
Social media platforms are a great way to share information, engage with customers and receive valuable feedback on what type of content is currently popular. For maximum efficiency, brands should identify the best platforms for their prospective consumers.
For instance, image-heavy content will fare best on Instagram or Pinterest while LinkedIn is ideal for B2B businesses. The most common content marketing delivery mechanism is social media, used by 87% of marketers.
4. Content marketing success cannot be analysed:
Most businesses feel that content marketing may work but its success cannot be measured. The truth is there are several metrics that can help you understand the impact of your content marketing strategy and areas that need modification.
Some of the commonly used metrics include website traffic, lead generation, social media shares and link-visits, visitor behaviour such as bounce rate and most-visited content, CTR (clickthrough rate) etc.
A popular tool used is Google Analytics, however, you can employ several online resources to analyse and measure the value of your content marketing strategy.
5. All content should be either long-form or short-form:
There are numerous opinions online about which form works better. While snackable and short content is preferred to tailor to the short-attention-span of the digital era, long-form is advocated for in-depth understanding. However, there is no one-size-fits-all approach. There are several factors that are involved in planning the style and form of content that best suits your brand.
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There are times when a detailed document such as a whitepaper or an article can offer tremendous value to your readers. Similarly, there are times when a short update can engage customers without boring or overwhelming them.
To understand what form works best for your brand and audience, test out various combinations and analyse their metrics. Remember, content marketing is a creative and unique process that varies across brands.
6. Content marketing is a short-term strategy:
This misconception follows a similar line of thought that is focussed on Google ranking and creating awareness only. The reality is that content marketing is a slow and steady marketing tool that can offer huge results in the long-term. This process takes time, but done well, can reap the benefits for a longer time than traditional marketing campaigns.
Content marketing helps you build a relationship with your audience. Just like moving from a stranger to a best friend takes time but lasts long, content marketing establishes trust slowly. It builds brand credibility and educates audiences during their purchase or information-gathering journey. Done consistently enough, content marketing can be the decisive factor when a customer is deciding on a brand at the time of purchase.
Content marketing is a valuable resource in a brand’s marketing arsenal. However, to gain maximum output from this avenue, digital marketers and businesses need to understand its scope and applicability. Misconceptions and limited views surrounding content marketing and digital marketing can severely impact the reach and success of your digital strategy while also negatively influencing the way you interact with your audiences.
To know more about how you can adopt a unique and exhaustive content marketing strategy that is customised for your brand, connect with a content marketing expert today.
Statistics Source: https://neilpatel.com/blog/38-content-marketing-stats-that-every-marketer-needs-to-know/
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