As business owners focus more and more of their attention on content marketing, the rumors and myths associated with content marketing also continue to gain steam. Prior to investing in content marketing efforts for your business, it’s important to lay these false ideas to rest so you can market your brand successfully.
Myth: Content marketing is easy
In many ways, content marketing is far more challenging than simply buying airtime or purchasing a billboard. Content marketing is all about consumer trust and customer relationships. This requires plenty of attention and nurturing. Also, unlike with traditional forms of advertising, content marketing has no start and end date. It’s a constant effort that requires real time and attention.
Myth: Content marketing doesn’t take a lot of time to do
When done properly, content marketing takes a significant amount of time. In fact, it’s one of the real challenges that marketers face. The 2014 B2B Content Marketing Trends report cites lack of time and struggles with producing engaging content as two of the major issues that inhibit content marketing efforts. Those who knock out their content marketing efforts in just a few minutes probably aren’t giving it the thought that it deserves.
Myth: Content marketing runs itself
While you can certainly automate certain parts of the process (scheduling posts, for example), expecting to set your content marketing on cruise control and watch it go is a major mistake. A proper content marketing strategy requires plenty of thought, and real, valuable information. If you’re on autopilot all the time, you won’t be producing this. Never try to automate the ideas and posts you produce. Your audience won’t respond well, and they won’t gain the traction they need. Instead, take the time to really think about what you want to say, and why you want to say it.
Myth: Content marketing is cheap
While content marketing may cost less than more traditional forms of advertising, it’s not necessarily cheap. You’ll need your staff members to invest time and energy into these efforts, so you’re paying in a different kind of way. In fact, the B2B Content Marketing study found that B2B marketers allocate 30 percent of their budgets for content marketing. Roughly 58 percent of marketers plan to boost their content marketing spending over the course of the next year. Understand that content marketing is different from traditional forms of advertising, so it’s hard to compare pricing.
Myth: Anyone on staff can handle content marketing
Your online presence is one of the most important things you have as a business owner. This means that you shouldn’t entrust it to just anyone. While an intern probably has good intentions, they also don’t know the details of your company’s values and voice. They may accidentally make a mistake that can seriously damage your company’s reputation for the long-term. If you’re going to trust someone with content marketing efforts, make sure they are well aware of what the brand stands for.
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3 responses to “The Content Marketing Myths That Need to Be Laid To Rest”
Some great points! That content marketing takes work is something many seem to gloss over. Stressing things like publishing daily without giving thought to the content’s quality can damage a brand. Granted, content marketing should NOT consume every waking moment of the workday, but it does require that we expend time (and often money) in order to do things right.
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