By Tony Adragna

content_marketing_myths

Content Marketing is a term we continue to hear more and more.  However, as the term continues to gain popularity in the marketing world, there are still several misconceptions about what content marketing is, and how it works.  While there are several myths that hold no truth about content marketing, this piece will focus on five of the biggest myths that you may be unsure about.

1. Content Marketing Doesn’t Take Time

Your company may be considering content marketing, and maybe you think it is an easy way to gain traction to your website.  While content marketing can certainly help in the way of bringing targeted visitors to your website, it is not something that can be done quickly.  Content marketing involves:

  • Strategy development - You have to devise a strategy around how your content marketing will work, otherwise your efforts will be unsuccessful.  The strategy surrounding your content marketing involves keyword research, buyer personas research, and many more aspects that consume your time.

  • Content creation -  Quality content creation for your blog takes time and research

  • Content promotion - A quality content marketing strategy involves promoting your content to appropriate channels.  Deciding which channels to post your content to, along with actually doing the posting will take some time.

  • Measuring analytics - While content marketing is a great thing to do for your company, it isn’t something you should do without measuring its performance and then readjusting your strategy based upon your results.

2. Content Marketing is All Automated

There is a myth about content marketing that you can set everything up to be automated and then forget about it, but that could not be farther from the truth.  Yes, you can setup blog and social posts to automatically publish, but the entire process is not automated.  As it was mentioned above, there are several aspects to content marketing, and not all of them are setup to be automated.

If your social promotion of your content is all automated, you’re missing a great chance to connect with members of your audience.  As Scott Stratten of UnMarketing put it, automating all of your social media is like sending a mannequin to a networking event.

3. Content Marketing Just Means Creating More Content

While creating a content marketing strategy probably does involve creating more content than you previously did, that is not the surrounding idea of content marketing.  Content marketing is about creating quality content that gives something of value to the people your brand is trying to connect with.  If your strategy solely revolves around just creating more content, your traffic will take a hit, and your blog could be negatively knocked by Google.

4. You Can’t Create Quality Content Regularly

This is where many brands decide to give up, or never start, with content marketing.  They think that there is no way that they can continue to produce quality content on a regular schedule.  Think about that for a second. That should raise red flags for your brand if you can’t find interesting ways to talk about your brand regularly. You have to find ways to diversify your key topics about your business and continue to create quality content.

Make sure you talk with all members of your business to try and finding interesting talking points for blog topics. Figure out your personas’ pain points and offer solutions through blog posts.  There are several ways to continue churning out quality content on a consistent schedule. If no one on your team has time, you should also consider using an agency to help you produce the amount of content you need to be successful.

5. A Piece of Content Has a Short Life

Many businesses that are new to content marketing think that after a piece of content is written and promoted socially, it is dead, but that certainly isn’t the case.  When you are doing your planning for your content, you should also be devising a strategy for repurposing it.  If you have several blog posts surrounding a similar topic, you can repurpose that content by combining them into an ebook.  Or if you have an ebook about an important topic that you have rarely touched on in your blog, break down the ebook into a series of blog posts.

There are several ways to repurpose your content, but the key point here is that a piece of content has a longer life than just an initial surge from social promotion.

As it was mentioned above, there are several misconceptions when it comes to content marketing, but by debunking the five above, you should have a better idea of what content marketing is, and what it is not.

What is the biggest myth you heard about content marketing that you eventually debunked?

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Tony Adragna

About the author

Tony Adragna is an Associate Consultant for SmartBug Media. Using his project management and digital marketing background, Tony helps implement their inbound marketing strategies. Read more articles by Tony Adragna.

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