In a lot of ways, content marketing is a modern day wild west. It’s a largely untamed, loosely regulated frontier that promises fame and fortune. A land that has experienced a mass migration, as established businesses and entrepreneurs alike try to make it big.
It’s also a place with its own folklore. There are unsubstantiated success stories, exaggerated tales of woe, and an unspoken law built on triumph and heartbreak.
The landscape may be constantly evolving, but our understanding of what works – at least generally speaking – is rapidly developing. Detailed strategy is increasing common and we’re generally able to avoid the biggest pitfalls. That being said, there are still a few myths that do the rounds.
Myth #1: Content is king
While, in theory, this statement is correct – quality content is a necessity – the reality is a little more complicated. A good digital marketing strategy has many components and all of them are important. Without a strong plan for promotion, great content may never be seen.
Myth #2: Good marketing can make up for a poor website
Just as great content isn’t a guarantee of success, a highly effective promotional campaign means nothing if you do not have quality content to point customers to. As one of your main marketing tools, the strength of your website will significantly impact your ability to attract and convert customers. With that in mind, a review of your website is one of the best ways to start your digital marketing strategy.
Myth #3: Blogging isn’t for small businesses
Given its roots in politics and entertainment, it’s understandable that some people still think of blogging as a hobby… but this couldn’t be further from the truth. Done well, a blog can be one of the best ways to educate and engage customers. This is particularly true for small businesses, where a blog can have a significantly greater reach than other affordable marketing activities.
Myth #4: Frequency is the key to success
While research suggests that posting four times a week (or more) is best for traffic and lead generation, the true value of social media is the impact it can have on the customer experience. As such, digital marketing should focus more on the quality of the engagement, rather than the quantity of opportunities. Consistency is also important as posting regularly helps build and strengthen your relationship with your customers.
Myth #5: The benefits are hard to measure
While digital activities may not be as overtly commercially focused as other marketing tactics, there are still many metrics that show their value. Good data should highlight how digital marketing support traditional marketing to achieve a greater overall ROI.
Enlisting help when you need it
If your core business is not writing, then it is likely that writing content will fall into the ‘too hard’ basket. My team and I write content for clients all over the world in a wide range of niches: law firms, plumbing firms, fashion houses, health and well-being experts, as well as mining, engineering and associated professional businesses.
I invite you to contact me if you agree that written content is an important part of your marketing plan, and that you’d like our help to keep the content on your website fresh, accurate, and easy to digest.
Kerry
I’m sick of hearing “Content is king”, mostly used as an excuse to post for the sake of posting. I do my best to have a content calendar, to be active on social media, to promote my posts and so on. Yes, content is vital but you can’t rely on a single pillar, no matter what niche you’re in.