For many, marketing is a complicated and involved process. There seems to be as many theories regarding promotional strategies as there are companies and teams working toward achieving its success. Unfortunately, many of these marketing strategies are actually myths described as truths. This is particularly so when it comes to content marketing.
Here are my top five content marketing myths that you may have heard, but should disregard or question.
Myth 1: The Quality of Your Content Doesn’t Matter
If you are in the marketing world, chances are that you have heard this at least once when it comes to content strategies. Some say that the quality of writing on a page really doesn’t matter to the consumer – and failures will go unnoticed. This is a complete myth. Whether it is a hard copy document, or an online webpage, the spelling, grammar and relevance of your written content matters immensely, and it will impact your engagement and conversion figures. Put simply, it will lose you customers.
Myth 2: Anyone Can Do It
Unfortunately, many who underestimate the value of the content creation process undervalue the of skills in the people who do the content writing which is why this task is often passed off to an unqualified individual or to the person with some spare time. This will soon become evident – so if there is no-one in your organization who can successfully fulfil this role then I encourage you to outsource the writing to a professional content writer. (My services are very reasonably priced – get a quote!)
Myth 3: Only Marketing Influences Sales
Many think that marketing is the sole precursor to great sales. However, this is not the only way to ensure success. Rather than focus on ‘marketing influences sales’, marketers should look at ‘sales to drive marketing’. For example, if a trend, service, or product is gaining traction without a concerted effort on your part, redirect your marketing resources towards it. In this instance, it is sales that drives your content. Start blogging about these products or services, and share features/benefits and testimonials via social media.
Myth 4: Schedule Everything
While you should have a content calendar or schedule, this should not dictate the only times that you post new content. There could be relevant news items that you should write blogs about, or product announcements (see above), or industry developments that could not have been foreseen when your schedule was created.
If you create your content only to a schedule, the quality may be impacted and currency lost. Being flexible in your approach to content, and nimble when newsworthy topics arise will complement your regular content creation/publishing schedule.
Myth 5: Only Prospects and Customers Matter
Of course how your products/services benefit your customers and potential customers is the initial focus of your content. However, these are not your only stakeholders. Most business-to-consumer (B2C) operations also have business-to-business (B2B) opportunities.
Your fellow entrepreneurs and business owners present another group to reach with your content. A great deal of my business comes to me through other businesses, notably marketing consultants. A doctor might be referred by another health professional, and a marriage celebrant might be referred by a wedding venue.
Investors too may be looking at the content on your site to learn more about you, and how you operate your business. The internet is a public place – anyone may be reading what is on your website.
So the end clients are not your only audience – and it is a wise business person who keeps this in mind when creating content.