16 myths about content marketing and their debunking

The popularity of content marketing in RuNet is growing. This discipline is gradually becoming mainstream. Former optimizers and copywriters are joining the ranks of content marketers, and content marketing is cluttered with myths. The latter interfere with the work of specialists and mislead their customers. In this article you will find a list of the main myths about content marketing and their refutation.

Myth number 1: content marketing - an inexpensive approach to project promotion

Content marketing actually has a very high ROI or return on investment. Moreover, investing in content marketing, you are almost guaranteed to get the planned result. However, this approach to promotion can not be called cheap.

To successfully use content marketing, you have to spend money on creating high-quality content and its promotion. Add to this the technical development of the site, the improvement of functionality and usability and other costs.

Using the financial analogy, content marketing can be compared with a deposit in a reliable bank, the yield on which is 12% and increases due to capitalization. By investing 100 rubles, you will earn a funny 12 rubles. By investing a million, you will achieve significant results.

Myth number 2: content creation can be trusted to the cheapest author, since everyone can write

If you need “unique content for sites in Moscow inexpensively”, then you can really cooperate with the author under the nickname Ludok_super from any exchange. However, this has nothing to do with content marketing. This discipline is successful if your content solves the problems of the audience, creates added value, and provides readers with access to quality information.

If you are engaged in content marketing, you do not need texts for sites. Search for texts for people. Not everyone can write them.

Myth number 3: content marketing is just a fashion trend that will eventually become obsolete

Content marketing has really turned into the latest fashion. However, behind this discipline are the principles that ensure its long-term relevance.

Content marketing is based on meeting the information needs of the audience. Search engines work to find relevant and high-quality information for users. Algorithms search engines improved. Therefore, they are increasingly looking for really high-quality content, depriving the manipulators of the search results. Apparently, content marketing will become the very classic that is always relevant.

Myth number 4: content marketing is an independent discipline.

Content marketing can be viewed as part of online marketing, as well as an integrative discipline. In any case, the creation and promotion of content works only in conjunction with technical search engine optimization, SMM, work on the design, functionality and usability of the resource, paid advertising, marketing activities offline. Content marketing is closely related to other marketing disciplines.

Myth number 5: content marketing is a trendy name for SEO

SEO in a good sense is to ensure that the resource meets the technical requirements of search engines. SEO in a bad sense is website promotion by manipulating search results. Technical SEO is part of content marketing. Manipulative SEO is an outdated technology that has nothing to do with marketing.

Myth number 6: content marketing is one of the names of SMM

Marketing using content without social media activity is impossible. Marketing in social networks without content is impossible. Content marketing and SMM are different disciplines. If content marketing is viewed as an integrative discipline, then SMM is part of it. If we consider Internet marketing as an integrative discipline, then SMM and content marketing are its integral parts.

Myth number 7: the effectiveness of content marketing should be measured by sales

Sales are provided with a set of measures that still go beyond content marketing. When a content marketer takes responsibility for the deal, he becomes an internet marketer. In this case, it is more convenient to evaluate the effectiveness of content marketing by the effectiveness of solving specific tasks: attracting targeted traffic, creating a permanent business audience, ensuring customer involvement in interaction with business.

Myth number 8: content marketing is easy. Enough to write and regularly publish blog posts.

Creating and publishing quality content is the core of a marketing strategy. But content marketing is not limited to these actions. It is worth noting that due to information noise, even the highest quality content needs to be promoted.

Myth number 9: you can plan to create and publish viral content.

You can study the viral anatomy and try to repeat the success of the most famous memes. However, nobody can guarantee virality. Viral distribution of content occurs rather by chance and thanks to luck. However, this does not negate the effectiveness of recommendations for creating viral content.

Myth # 10: Content Marketing can be structured into campaigns.

Proponents of this myth believe that content marketing can be dealt with occasionally, implementing individual campaigns. For example, as part of the campaign to promote product "A", they create and publish five or ten notes, hold a couple of contests on Facebook and leave to do good old SEO. A month later, product "B" appears, for which you can also conduct a content marketing campaign.

Structuring marketing campaigns conditionally. Content marketing is a continuous process. With this tool, marketers meet the information needs of the audience. Do your potential clients need information only from time to time?

Myth number 11: content marketing is an easy and fast way to success.

Content marketing is the right way, so it cannot be simple and fast. This is a marathon, but not a sprint or even a middle distance run. Moreover, it is a marathon with obstacles that must be overcome throughout the race.

Myth number 12: to increase coverage, you need to publish more content.

To increase coverage, it is not enough to increase the frequency of publications or the volume of notes. There are other variables in this formula: relevance and quality of content, content promotion, brand credibility and others. The task of increasing coverage should be addressed comprehensively.

Myth number 13: content marketing only works online.

In fact, with the help of content marketing, you can successfully promote an offline business. In addition, this discipline includes promotion tactics that are implemented offline.

Myth number 14: content marketing in the B2B segment affects organizations, not people

Any organization consists of people. Marketing always affects specific people representing organizations.

Myth number 15: the task of content marketing - to attract visitors to the site. Other disciplines are responsible for sales.

In exposing myth number 7, it is said that it is incorrect to evaluate the effectiveness of content marketing by sales. However, the content marketer does not have to completely dismiss commercial tasks, including conversions and deals. Defining the goals and objectives of content marketing, experienced content strategists integrate this discipline into the commercial activities of the project.

Myth number 16 (main): if you create high-quality content and successfully promote it, many visitors will come to the site, many of whom will buy your product

The reality is this: if you create high-quality content and successfully promote it, many visitors will come to the site. Some of them will remember your brand. Maybe someday they will buy your product.

In order for visitors to recognize your brand, you need to constantly publish and promote high-quality and useful content for a long time. In order for visitors to buy your product, you must offer them good terms of service, a favorable price, ease of making a purchase and making a payment.

Myths interfere with marketers

Because of the myths, contradictions and conflict situations arise. For example, a customer is waiting for a marketer to increase sales, and a marketer believes that his task is limited to creating content. These extremes exist thanks to myths that prevent content marketers and their clients from setting realistic goals and generating adequate expectations of collaboration. By exposing the myths, you better understand content marketing and get the opportunity to use this tool effectively.

Watch the video: 5 Social Media Marketing Myths That Are Hurting Your Business (October 2019).

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