Charlotte Howell unravels 7 misconceptions often associated with content marketing and reveals why you shouldn’t always believe what you read.

With so many questions being asked around the viability of content marketing have you been left unsure whether to dedicate budget to this discipline? To help you separate fact from fiction, let’s take a look at some common content marketing myths.

1. Marketing is a Fad

You might only be hearing about content marketing now, but the truth is content marketing has been around for a while. And it’s here to stay. The buzz phrase “content marketing” may be new but the activities associated with it have been providing results for years. And that’s why Smart Insights readers selected content marketing as their top digital tool to drive commercial results in 2015.

2. Content Marketing is a Quick Win

If you’re looking for a quick win, content marketing is not the answer. Content marketing is a great tool for creating brand awareness, engagement and loyalty, and this takes time.

3. Content Marketing is Easy

Content marketing isn’t something you can just dive into – it takes a lot of planning. Surprisingly, Smart Insights reports that 56% of those doing content marketing have no defined strategy. But, to do content marketing effectively there’s a few key things you need to consider:

  • Business personas – it’s important you create personas so you are able to create content which is relevant for your audience.
  • Editorial calendars – these provide you with a structured plan to guide your content marketing strategy.
  • Content creation – the content you create needs to be useful to the reader, it should also, where possible, be written to SEO best practice – with careful keyword research conducted.
  • Content outreach and distribution – you should work carefully to define and develop the distribution of your content. Are you going to promote content through social media, through earned media or via paid media?
  • Content marketing analysis – you should assign content marketing objectives and set KPIs so you can measure these and develop your content marketing strategy as necessary.

4. Content Marketing is Inexpensive

Content marketing does cost less than many traditional marketing activities, such as television or billboard advertising. However, the time it takes to plan and implement a content marketing strategy does use a lot of resources, and as a result, lots of money.

5. Content Marketing has no ROI

According to the Content Marketing Institute, 51% of B2C marketers state measuring content effectiveness is one of the main challenges they still face with content marketing. To enable you to effectively measure content marketing it’s important that you set clear objectives and KPIs before you start. Once you’ve given time for your content marketing to see results you can then start to analyse whether your objectives and KPIs have been met. The main reason for content marketing not delivering is that businesses don’t give it enough time to work. Content marketing takes time to build momentum.

6. Content Marketing Only Works for Well-Known Brands

Content marketing isn’t just for gigantic brands like Nike. As long as you have a target audience that wants useful content – whether you’re a B2C or a B2B firm, you can do content marketing.

7. Content Marketing is All About Lots of Content

Having lots of content is good but when it comes to content marketing, it’s all about quality not quantity. Users are only going to engage with your content if it provides them the depth of information they need. You should ensure that the content you create is evergreen. This will mean you can redistribute the content time and time again by simply just reworking it each time for different channels.

So what have we learnt? If you want a quick win, content marketing probably isn’t for you. But if you want a sustainable marketing strategy that will educate your consumers and keep them engaged – it’s most definitely something to think about.

If you want help getting the fundamentals of your content marketing right, we can help, get in touch.

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About the author:

Charlotte Howell is a digital and content marketing manager at ClickThrough Marketing. She oversees all of our clients’ content, writing on-page content, press releases and blogs. She’s the go-to person if you want an eBook or infographic. She can often be found tweeting about the latest content marketing trend, or obsessing over new season fashions on Instagram.