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There are many misconceptions about Content Marketing. Others even use this term and inbound marketing interchangeably (Nope, they’re not synonymous and I shall be discussing that on my next blog, so you have something to watch out for).
Content marketing is defined (by Wikipedia) as any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.
In this blog, I highlighted some of the most common misconceptions people have about content marketing and the truth behind each myth. Since 2014 has only a few days left for us, and a brand new year is about to start, let us all clear these misconceptions and begin the year right:
· Myth #1: Content marketing is all about blogging.
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Truth is, content marketing is not just about blogging. There are many different formats you can use to create valuable information and support your marketing strategies.
Contents can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.
· Myth #2: Long and keyword stuffed content gets higher reach.
Let us take the example of Seth Godin, world renowned entrepreneur, public speaker, and blogger. His blog with less than a hundred words could get thousands of shares and engagements on website and social media. Well, apart from he’s already famous; his blogs speak directly to his audience. He knows exactly what to say, where, when, and whom to say it.
Although there are other content marketers, particularly for B2C marketing, who create extremely large contents that go viral in an instant. We can say that it really depends on the target audience. For B2C, short and concise contents are more appealing while B2B marketing favors longer contents where ideas are supported with lists of facts and data.
What’s important is that the contents you create speak directly to humans and not to search engine robots.
Stuffing your contents with keywords is also not a good practice and this strategy could eventually get your website penalized by the search engine.
· Myth #3: Content marketing is the new SEO
To say that SEO takes the place of content marketing is rather erroneous. These two are separate disciplines and play a significant role for effective marketing strategy.
I remember a line from a blog I read somewhere that says, “SEO is only one piece of the puzzle.” Indeed it is. While content marketing helps increase brand awareness, social engagement, brand trust & loyalty, and leads through quality and relevant contents; SEO strategy makes sure that you are at the top spot of the search engine and gets easily seen by your target audience.
· Myth #4: Successful content marketing is determined by its number of reach and engagement
Click through rates and engagement helps in generating traffics and leads but conversion is still what everyone should aim for. Conversion will bring sales to your business. Don’t just make people visit your website, make them stay, share and buy. Provide quality contents and pepper it with effective CTAs that will help influence their decision-making.
· Myth #5: Content marketing provides automatic conversion
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Many marketers and start up business owners think that once people read good contents, they automatically become customers. They don't.
Content marketing is a long term strategy. You don’t just go viral overnight, even if it’s the most amazing content you have ever created. It would take some time for your content strategy to show results. Your audience will have to slowly start to build up, and if they find your site worth coming back for, your blogs worth sharing and commenting for, your offers worth signing up for - then your website is off to generating more leads and conversion.
Soon enough you get the trust and loyalty of your customers and this helps establish your brand as one of the leading authorities in the marketing industry.