Content marketing has become a widely known term for anyone working in marketing. Most are also well aware of the fundamentals of content marketing: know your audience, convey value, don’t sell too aggressively.
Five content marketing myths that might stand in your way to become successful
Like most things in digital marketing, content marketing is developing super fast. As a result of this development, it is easy to get stuck within old approaches, who no longer are as effective as they once were. It can also mean that you, as a marketer to take unnecessary drastic measures thinking you need to change the way of work. This often results in myths and misunderstandings entering your way of working.
Below we list five myths that might contain an ounce of truth, but which may ultimately stand in the way of your content marketing being successful.
#1. Your content speaks for itself
Myth: If your content hasn’t had an impact on your followers, it means that it is not good enough, or that you are producing too little of it.
Reality: Content is at the heart of a company’s marketing, and there is no substitute for brilliant content. But it’s easy to fall into the “more” and “better” traps, and instead, fail to “optimize” and “distribute” when it comes to content marketing. For example, adding a simple segment to a target group can make a big difference!
#2. SEO is dead
Myth: Old SEO processes, such as keyword tagging and collecting backlinks, no longer work. It is, therefore, impossible to fight for organic ranking, and it is just a waste of time to try.
Reality: SEO has never been more important! However, search engines have indeed evolved, and there are no longer any smart shortcuts to being top-ranked. As the search algorithms are updated, they also become better at measuring the value of the content for the actual readers, so the focus has shifted. Now it’s all about creating unique and engaging content – and at the same time optimizing so that the search engines can interpret the content correctly.
An easy way to keep up to speed with the latest updates is to follow industry media (such as searchengineland.com) and sign up for their newsletter.
#3. RIP Facebook
Myth: Young people abandon it, “organic reach” is an oxymoron (an impossible contradiction, that is), and Mark Zuckerberg seems to put most of his time into defending himself in front of the media and politicians. Audience settings may be useful to marketers, but in general, Facebook is on a downfall.
Reality: Despite the bad press, Facebook is still the world’s largest social network. Sure, that doesn’t mean that it has to be the primary channel for every company’s marketing. But a decent presence on Facebook is a must to succeed at any with organic visibility. An abandoned Facebook page is equal to a missed opportunity and can lead to visitors getting a negative view of your brand.
#4. More content equals better content
Myth: The more you post, the higher the chance that something will stand out and go viral, right?
Reality: There is absolutely a little truth to the wording above. Because if you put all your efforts on a single “content masterpiece,” you can’t make out any conclusions or learn anything from it when the campaign is over. And if this content masterpiece doesn’t perform well, you’re in big trouble. The problem with turning on the content tap too hard is that your audience is already overwhelmed by semi-bad, non-memorable content on a daily basis. The best thing you can do is keep it at a reasonable level – picking out a series of strategically selected items/posts instead of trying to be all over the place.
Read moreThis is content marketing
#5. More MarTech makes more money.
Myth: Technology solves problems. Therefore, marketing technology solves marketing problems.
Reality: To clarify; the right tech solutions that are used correctly will get you a significant advantage. When MarTech solutions instead become problematic, it is when you lack a clear strategy or thorough knowledge of how the technology solutions should be used. In these cases, you only add a bunch of new costs as of fees, implementation time, and ongoing maintenance, which also can be time stealers from your primary tasks. Besides, marketers often underestimate the difficulty of mastering the new features that technology enables. For example, technology can help personalize content, but it’s not just to press a button. It is a competence that needs to be developed and maintained over time.
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