Content marketing is an important aspect of any business’s overall marketing. It offers excellent benefits and can be really impactful, if it’s done right. Content marketing is always evolving, and with these developments, people’s perceptions can get blurred. Here are six misconceptions about content marketing and how they can be corrected.
Misconception: it’s structured
Content marketing can’t be structured. Two weekly blog posts and 10 Twitter posts a day may work for one company, but for others this may be significantly less. Every company is different, and it requires a bit of trial and error to work out the best strategy for your business. People believe that content marketing should be structured, but realistically, you just need to be on top of relevant news and create content whenever the time suits.
Misconception: it’s free
Although some areas of content marketing are technically free, such as the use of Twitter, it takes time to get it right, and that’s employee time. Content marketing offers great value, but it requires an ongoing commitment and resource so whether you outsource it or not, don’t expect it for free!
Misconception: anyone can write
Writing for the web is completely different to writing an essay, and writing an essay is completely different from writing a book. Writers tend to specialise in one area, and someone who writes creative fictional stories may not be the best writer for your short, snappy and eye-catching social media posts.
Misconception: it’s all about an immediate sale
Ultimately selling your products or services is of course the final goal for any of your marketing activities, but it’s important to remember that this shouldn’t be your aim for everything you do. Writing a blog post or posting on social media doesn’t necessarily mean someone will automatically call you up. But content marketing is an ongoing thing, where you positioning your business as being knowledgeable in the industry building trust with your customers. Content marketing is an excellent technique for increasing the rate of customer retention.
Misconception: who it’s for
There is a common misconception that content marketing only offers great awards for B2Cs. This is wrong. All businesses can use content marketing as part of their marketing activities. Things such as case studies and interesting blog posts are beneficial to your prospects and customers, regardless of whether they are a B2B or B2C.
Misconception: it’s a campaign
Content marketing is not a campaign, it’s an ongoing strategic direction. The word campaign implies that there is an end point. The ongoing nature of content marketing and the use of engaging content makes it just as valuable a tool for retaining existing customers as it is for bringing new ones on board.
Content marketing works for all businesses and offers lots of benefits. If you’re interested in implementing this into your marketing, then consider hiring an experienced marketing agency to ensure it’s done effectively.
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