Misconceptions about content marketing | Weboptim
The term 'content marketing' has become almost as important as SEO in the world of digital marketing.
But why are so many people so interested in content marketing?
- because the ROI (Return on Investment) can be up to three times the ROI of paid search,
- because annual traffic to a website can be up to seven times higher with the right content marketing strategy,
- because it can cost 62% less than traditional marketing, yet it can result in three times as many conversions.
So we can see the need for content marketing, but we often read misleading information about its use. Let's look at some of them:
1. Content marketing is simple and cheap
The internet is free. Anyone can create their own website or social media page. Maybe that's why many people think content marketing is easy.
However, preparing the right content strategy is a deeper brand awareness, market research and the Audience more details to learn more about which, let's face it, is no easy task. We have to answer questions such as: does the audience respond better to Facebook posts or do they prefer emails, do people read our content, etc...
If you don't devote adequate time and resources to examining the above, your content marketing strategy will not be successful.
2. Outsourcing is always a good idea
Many companies choose, mainly due to a lack of resources, to produce content external marketing agencyasks you to.
There are reputable companies; however, there are also companies that advertise extra-advantageous deals or operate differently from the rest, they are likely to lack the right experience or have dubious business practices.
When outsourcing, always work with a reliable company.
3. Content marketing is only important for SEO
Many people think that content is made for search engines. It is true that a valuable content can improve organic rankings, but it is not beneficial if it is targeted exclusively at search engines.
Some people try to trick Google by stuffing content with keywords relevant to their business. While keyword stuffing may temporarily result in higher traffic, the search engine monitors user behaviour through various algorithms.
If we create content, it should be search-friendly, but first and foremost it should be of value to the target audience.
4. Content is for the audience only
There are many natural and accepted ways to inform search engines about new content. More recently, Google has been taking into account the semantic searches i.e. where the keyword is positioned in relation to the other words/whole page.
A few simple settings can help you make sure your site is search-friendly: meta title, description, keywords, headings.
5. Content marketing only works in the B2C market
Research shows that the B2B market players are also successfully using content marketing to increase their online presence.
6. Content marketing is the same as brand-awareness marketing
Content marketing is one of the easiest - but most difficult to measure - aims to increase brand awareness. Many brands do not realise that content marketing is not only the first step in the sales channel, but also accompanies the whole process, whether it is a product or a service.
For example, if someone visits a page on the website but then leaves, we can use different tools to track individuals and target them with specific ads.
7. The marketing value of content cannot be measured
While content marketing strategies are not documented in most cases, there are a number of tools that can be used to measure their impact/effectiveness. The most popular is the Google Analytics system.
Measurement and analysis are an important part of the strategy, so let's find the measurement tool that suits us best.
8. Content marketing brings immediate results
When you invest money and time in something, it's natural to want to see results as quickly as possible. But content marketing is about building relationships, and there's a time for that. First we need to win people over your trust, only then can we achieve greater results. Up to for several months can take up to.
Make sure that you give a reasonable timeframe for your efforts to pay off and manage change on an ongoing basis.
9. Content marketing is the same as content creation
Preparing content for content marketing only a part of. The strategy covers everything from survey to preparation to communication. It's not enough to just create content and wait for something to happen.
Worth the strategy to document who the target audience is, what the target audience wants, how the content will be distributed, how often new content will be created, etc.
These are just some of the important issues to consider before implementing the strategy.
So we can see that content marketing is actually a complex process that requires a lot of attention. Take your time - the wrong strategy can do more harm than good.
Source: contentmarketinginstitute.com