For the uninitiated, non-pragmatic content publishers and marketers, it is easy to believe what you read online. This is particularly true if the self-proclaimed gurus made the claim. Content marketing can lead to tremendous results if done right. If done right. If not or if you – a content marketer – blindly follows what these SEO gurus tell you to do or not to do, you are only wasting your marketing budget to unfruitful endeavors.
Here are eight of the lies told about content marketing that you probably believe.
Content marketing lies
1) Content marketing is for B2C only
Businesses go through the same sales process before they make a purchase decision. That’s true for both B2C and B2B businesses. As a buyer, a B2B reads at least two pieces of content before it decides which one to purchase. Through the process of learning options from contents, the B2B buyer is able to complete about 57% of the buying process. The buyer already has a brand on top of mind before it even talk to a sales representative. All because the buyer was converted through a piece of content.
Such process goes to show that content marketing is for every business regardless of its nature, size, scope, reach, audience, etc. Importantly, this is one marketing strategy that levels the playing field for all businesses.
2) Content marketing is just a fad
Many businesses are aware of content marketing. However, they believe that it is just a fad that will fade away anytime soon. That is so far from being the truth because search engine optimization and content marketing per se are here to stay. In fact, content marketing grew tremendously since in the last five years to the point of being a necessity.
Aside from being a $44-billion industry in the US alone, more and more businesses – B2C and B2B – are jumping onto the bandwagon. About 58% of the B2B entities plan on increasing their content marketing budgets. Also, 91% of the marketers use content marketing while 78% of them create more content this year than the previous year. Evidently, content marketing is a powerful and effective strategy that it cannot be considered a passing fad.
3) Content marketing’s ROI is immeasurable
Members of the C-suite are hesitant to invest in content marketing because the returns cannot be measured. Understandably, these people want hard numbers. And, the subjectivity of the contents is necessarily enough to turn their heads away from including this in their digital marketing portfolio. Their choice is often PPC because of performance tracking.
Nevertheless, the analytics tools that SEOs and content marketers use are ever-sophisticating. Google Analytics alone can show you which contents are consumed and ultimately lead to a conversion. Perhaps, this is also one reason 41% of these marketers strongly believe that content marketing has a high and positive ROI. Likewise, we’ve already covered stats to prove that content marketing works.
4) Content marketing can be done in-house
For those who bought in, they insist on doing the content marketing in-house. The problem is even if they hire the best content writers out there, it won’t suffice. We are talking about content marketing, and it takes more than writing contents that you want. Another incessant dilemma is writing contents albeit their diversity that tend to be promotional in nature.
Unless your company hired a team of writers who also know not just how to publish, promote and distribute the written contents, but also earn high-quality backlinks, discuss topics consistent with the brand voice, build a community of readers, then you are on the right track. If not, you might as well let the experts do it for you.
And, no, you cannot just hire writers who gloriously think of themselves as content writers. It is a skill that cannot be learned overnight. It also takes passion to becoming a content writer. So if you are not 100% sure that you’re hiring the most competent, skilled and passionate content writer out there, forget it. You are just wasting your company’s resources.
Did you know that only 26% of the marketers actually invest in content distribution? Perhaps, this is the reason their blogs have very few readers.
5) Content marketing is all about writing good contents
While the contents your writers produce are of high-quality, the “build it and they’ll come” mindset is not applicable to content marketing. The corporate blog is a breathing space, but where’s the marketing part? Writing content is just 20% of the job; the remaining 80% pertains to content distribution.
And mind you, you need to do it properly or your dollars will go down the drain with no results to show. There’s a proven strategy that content marketers follow – the owned, earned and paid media approach. Promotion is mandatory. Again, if your writers aren’t willing to invest on how to navigate each, it would be better to hire a digital marketing agency to do the job for you.
6) Native contents are more effective
First, the definition of native content is questionable. Ask any marketer; no one will give you an exact definition of the term. Second, even the Americans don’t consider themselves as native speakers. So why refer to your contents as native contents? The goal is to write contents as natural as possible. Don’t worry about the word count. Write to your heart’s desire for as long as the content is succinct and provides values to your readers. It’ll be more effective that way.
Be wary though that it should be more than 300 words because Google may consider the article as thin content. Google equates thin content as low-quality content. Nowadays, the longer the content, the better.
7) Guest blogging is dead
Guest blogging is basic to content marketing. Though the guest blogging that we know some 3 years ago is no longer the guest blogging that we should do today, the fact is guest blogging is alive more than ever. Earned links are the mantra nowadays. But there’s more to guest blogging if you want to earn such coveted links.
If you are publishing guest posts for the links, then you are only doing yourself and your website a disservice. Articles and guest posts should provide value to the readers. Get this right – publish high-quality guest posts on authority sites – and you’ll realize real traffic and real social shares. Publishing posts on the right sites will never lose its value. Put simply, the process is not dead and it will never die. Not anytime soon.
8) Publishing more contents mean higher rankings
Content is king. It is true, but publishing hundreds of “high-quality” contents in a span of one month alone will not lead to higher rankings if that’s what you are aiming for. It’s a process – obtain higher rankings to obtain bigger traffic volume, obtain bigger traffic volume to obtain higher rankings. However, the traffic should come first and we mean real traffic. These users who will visit your website will validate the quality of your contents.
If they are indeed of high quality, then there are no reasons the users will not share them. The more people who get to see your content, the higher the traffic and thus, ranking. Instead, why don’t you focus on making your contents engaging and relevant to your target audience? Consider publishing in-depth articles once a week. That should suffice.
If you still believe these or any of these, STOP!