5 Content Marketing Myths That Will Hurt Your Brand
Content marketing is a hot topic and for good reason -- it’s pretty damn effective.
It can help you build brand awareness and generate new leads.
But in spite of this, many brands still struggle to develop a consistent content marketing strategy -- 70 percent, to be exact.
Common Content Marketing Myths
A quick Google search will reveal that there is a lot of information available about content marketing. And some of it can help you put a realistic plan in place when you are just getting started.
But unfortunately, the downside to all this information is that a lot of it ends up being flat out wrong. Let’s look at five content marketing myths you should avoid falling for:
Myth #1: “Only certain types of businesses can benefit from content marketing.”
This is one of the most common myths about content marketing. Content marketing is not for one type of industry or business.
Regardless of your industry, I am willing to bet your business could benefit from content marketing. Content marketing is a way of interacting and building relationships with your customers.
And you don’t need years of experience to come up with great content for your customers. So how do you create great content?
This topic is another blog post in itself (stay tuned!). But I will say that you should focus less on self-promotion and more on bringing value to your customers.
Myth #2: “Quantity is more important than quality.”
A common misconception about content marketing is that quantity trumps quality. And there is some truth to the argument that quantity matters. After all, Google rewards websites that publish content daily.
But this usually results in businesses publishing sub-par content that nobody wants to read. This is because many businesses are relying on outdated SEO tactics that don’t work.
The truth is, quality is always more important than quantity. Each piece of content you create should have a purpose and it should bring value to your customers.
If you have fallen for the “quantity over quality myth” in the past there is no need to despair. The good news is you already have tons of content available to work with. I would recommend going back and repurposing your content and improving it.
Myth #3: “Great content speaks for itself!”
True story: I once had someone email me and tell me he wanted me to write a blog post that would go viral. While I appreciate his faith in my writing abilities, we all know that’s not how it works.
Of course, producing great content is the first step but it’s not the only step. If you want anyone to see it, you must promote it.
Social media provides a unique way to share your content with your customers. Many brands neglect their social media presence for a variety of reasons.
Some businesses think that since they have an older customer base they don’t need it. (Reality check: 22 percent of the WORLD’S population is on Facebook. I can guarantee your customers are too!)
One of the biggest problems for most brands is figuring out how to get anyone to see the content they produced. If your brand is struggling with this, you may consider investing more money into your content promotion.
Myth #4: “I should only create long-form content.”
In the online world, it is common knowledge than long-form content reigns supreme. And I would say that this point is only a partial myth.
After all, this study from Moz found that content that was at least 1,800 words ranked better in search engines. Long-form articles are more informative and provide more resources for your customers.
But not every subject requires a 2,000-word article with infographics. And there is one big factor many brands leave out of this equation: their customers.
Do your customers want to read long-form blog posts? If they do, great. If they don’t, you can save yourself a lot of time by finding out ahead of time if a 500-word blog post would do the job.
Myth #5: “Finding a great writer is easy and inexpensive.”
Okay, I have strong feelings on this myth and tend to take it a little more personally than the rest. To explain why I’ll share a personal story.
On a Friday at about 5:30, I received an email from someone who was looking for a writer. He told me about his project and what he was looking for. I explained my rates and this was his response:
Jamie, your price is a bit high. I was looking to pay $10 per 500-word article. I need 5 articles delivered in the next 48 hours. If I like your articles I can provide more work in the future. Let me know what you think.
Hmmm, so you expect me to spend my entire weekend hustling for $50? Thanks but no thanks.
I have dozens of clients who respect the hours of time that go into producing a well-written blog post. I don’t think that person was trying to be insulting. He had unrealistic expectations for what it costs to hire a great writer.
Here’s the problem with freelancers who are willing to work for less than minimum wage. They have to work ten times as hard to make up for the fact that they’re charging next to nothing.
So even if their work is good in the beginning the quality will start to drop off at some point. In short, you get what you pay for.
There is no doubt that an effective content marketing strategy takes time to build. But there is also no doubt that it’s worth the effort.
I would argue that content marketing is one of the best long-term strategies your business could adopt. But there are still too many content marketing myths floating around.
Understand what your customers are looking for before you create content. And have a solid strategy to backup your content marketing efforts. And remember that hiring someone to produce great content is an investment and you get out what you put in.
Are there any content marketing myths you fallen for in the past? Let me know in the comments.