Businesses and brands know that they need to invest in marketing. The thing is most people make the mistake of generalizing how marketing works when creating their strategy. Content marketing is one of those strategies where people tend to have some misconceptions about how it works. Here are a few common misconceptions:
#1 Marketing content and creating content is the exact same thing
Just because they both refer to “content” does not mean they are the same. Creating the content and marketing the content are two very different things. Prior to creating and marketing any of the content, making a solid business strategy that answers some basic questions like:
- Who is this content aimed at?
- How do you want your audience to take action?
- How do you plan to promote the content you create?
- What websites can you get backlinks from?
- Does your content marketing involve responding to people in real time on social media or on your blog?
- How frequently would you post the content you create?
These are just some of the questions that need answering when creating your business strategy and then move on to implementing them. The bigger picture is that every piece of content that you create has to be coherent and work well with your content marketing strategy.
#2 It's easy and dirt cheap to do content marketing
It's true that just about anybody can start a website or at the very least, use social media as a platform to post the content that they create because the internet is virtually free of charges. People think that you don't need any special training or a college degree to conceptualize and create content.
As a matter of fact, this undermines the skill and creativity involved to conceptualize, create and market the content to make it work for the brand you are trying to establish in line with your business strategy. Content creation and marketing requires an intimate knowledge and familiarity of your brand, your audience, and the digital “market place”. Furthermore, you need to monitor and measure how successful your content marketing efforts are, that is not an easy task.
These questions need to be answered:
- How does your audience respond to the content you put out?
- Are they more responsive and interact better though social media or on your blogs?
- Does your content convert your audience into leads?
Failing to put in the proper amount of time, energy and resources into content marketing will probably end with you not getting much success.
#3 The value of content marketing cannot be measured
Surprisingly, not all content marketers keep track and measure the success of their campaigns. Not being able to track and see the performance of your campaigns on paper (or on screen) can cause a lot of frustration and could discourage any further content marketing efforts.
You can find a variety of tools to help you track how your content performed and what type of impact it has on your readers on the internet. Google Analytics is the most common tool marketers use to retrieve data and measure them and show you the results so you can find out how your audience interacts and responds with your content as well as where you post them.
#4 You get instant results with content marketing
We all want our business ventures to be successful from day one. Sadly, it doesn't always work that way. Content marketing revolves around building relationships and expanding your network so it takes a lot of time and effort to make it work.
That being said, you need to invest your time, effort and resources to get your audience to know who you are, what you can offer, and establish trust so they can take the next step and become leads.
Content marketing puts the prospect (your audience) in the driver's seat so to speak. Your brand has to provide content that your prospects find valuable so they can move forward. That can take a long time which means you have to set a reasonable projection for your ROI for your content marketing campaign.