The everyday content marketers eat, breath and dream the stuff. But often they run into ‘someone’ who doesn’t get the content marketing changes (or sometimes challenges) your perspective on assumptions you make every day. These so-called ‘changes’ or challenges tend to shape us away from the real focus. This deviation might just vanish off the original meaning which our soul carries for content marketing. No worries, here’s a list of content marketing myths that apply well beyond the traditional world of paid advertising.
Table of Contents
1. Content is Undefined
While the ‘content’ term carries a different meaning for different people, the result is almost the same thing as having no definition at all. You might be knowing what you mean by content, but your colleagues on other teams or your clients (or neighbors or people around you) hear a term so vague that it comes down to a meaningless base.
How to Counter: You might think that content is the worst term for what you create for all others, but you just need to be specific when you make use of it. This way, they know what you are talking about, what you want to convey and what they must expect from you, smart… right? The point of view matters when you plan to use this term.
Content is any editorial-minded asset that meet the audience’s needs
2. Content Marketing is Advertising
You might have encountered people who tend to club all marketing activities & efforts as one. I know I have. The ones who work in content know that content marketing and advertising play different roles. Further, companies can (and mostly should) use both of them for the best ROI.
Here’s a reference Is Content Marketing Advertising in 2019 if you weren’t aware of the difference. Next, it’s your duty to make your team (or client) understand the key difference between content marketing and advertising. Both are used for their own distinct purposes, if you don’t take charge, you might disappoint your stakeholders.
How to Counter: Just a quick knowledge-base for you all,
- Advertising’s key role is to communicate brand messaging and/or product features-to-believe. An Advertiser uses advertising to promote products & increase brand favorability among the target audience.
- Content marketing’s key role is to earn attention of the target audience to achieve consistent engagement with a brand image and/or goals. A content marketer uses it to increase interest in products, raise brand perception, and build long-term relationships among the audience.
3. To be Authentic is to be Real
Marketers often misuse the authenticity factor while running content marketing campaigns. I realize that there’s a lot to talk about the concept of authenticity in content marketing. But most discussions on this topic would be much better if one uses terms like ‘trustworthiness,’ ‘honesty’ or ‘transparency’ to communicate the point among the audience.
Why the difference between being “real” & being “authentic” matters & what is it? The distinction is clearly on the basis of experience delivery. People (or brands) who talk about an event they heard about may be perfectly authentic in describing its impact. But will not be as accurate as people who lived through the event as that’s ‘real’ because of the fact that they first-hand experienced it.
How to Counter: You need not to counter this content marketing myth, just give it a little twist. Ideally, your marketing content should be both authentic (accurate, trustworthy, honest, reliable, factual based on facts) and real. Why? Because then only people would be able to relate to your message.
What would it look like when you finish its execution? Well, it will look like real people. The easiest way to achieve this is by inviting people who have lived the problems you’re trying to address so that they could tell their truth through your content. Display the images of real people, not the ones you grab from stock libraries, in your marketing.
4. Tons of ORDINARY Content is Enough
This is one of the most encountered content marketing myths which is encountered among peers. Here, many people assume that putting together a set of 400–600 words which convey a message is enough to grab eyeballs of the people (refer to quality vs quantity in digital content to know more). People need to understand, you must make sure that whatever piece of article you put together, it must deliver value, carry visuals and an x-factor.
As each day passes, the competition online is becoming harder, and it’s not the same as it was 8 years ago when I started off my journey.
How to Counter: Content marketing is growing & evolving. You need to take things from “good to great”, which means more polishing, more reading and in some cases, more deeper research etc. Putting forward simply, you need to convert content into an art form that reveals your brand message, purpose and mission.
5. Search Engine isn’t the Only Funnel
When you are creating content, you must ensure that all you focus must not be just search engines. I know, search engines like Google contribute a portion of traffic, but you could achieve the same with other sources like Social media. In the end, your content needs to attract humans, not the search engine bots.
How to Counter: Write for humans, give a touch of emotions. This way your content has a much better chance of being shared among the target audience with a viral velocity.
6. Good Content Requires Less Tech
You might be encountering many fancy people who promote the fact of “better the technology, better the outreach” and further, promote content creation for technologies like VR, AR, MR, Hetc (yes! they’re fancy). But let me tell you that in order to gain a good outreach on your content, you could be well off using various social media platforms.
How to Counter: You will need technology, apps and digital marketing techniques to create, publish, launch, manage and measure content, but only “at scale”. Not beyond that. Instead of bringing all you focus onto the new technology stacks, you must focus on building your outreach on the existing ones and then, expand gradually to the latest ones.
7. Automation is Evil
If we go by cycle, first we create content, then we publish it, and lastly, we push it in the eyes of the world to achieve our goals, Right? Yes, absolutely. But for this, you must achieve the following,
- Drive Link Building Strategies
- Develop Thought Leadership
- Grow Brand Awareness
- Build Credibility and trust
As the world keeps on rising in terms of content, automation comes to rescue. But, it carries an ‘evil’ effect as well. With the rise of automated responses & chatbot technologies, people are losing the ‘human-touch’ of being involved in conversations.
How to Counter: A simple solution to the above problem should be,
“Automate the content distribution & not the conversation”
And that will pretty much solve the problem.
Lastly, after going through these content marketing myths don’t forget to review your team and their efforts. A diverse group of people who can relate to your customer’s shoes are the best one to have on your team. A periodic review would help the team members to align their efforts and build more meaningful ROI from campaigns.
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