Busting 5 Myths of Content Marketing
As humans, we love stretching our imagination. That’s why, storytelling is the most effective way to get anyone’s attention. There’s something amazing and engaging about dragons blazing fire or a magical ring causing havoc! It’s safe to say that stories make our reality a little more interesting and entertaining.
The art of storytelling is part of every culture. It’s what we do at campfires, around the kitchen table, and, infamously, near the office water cooler. We’re all, almost always, conjuring up stories based on the events of our day and lives.
However, not letting stories get in the way of facts is something we all need to embrace.
Content marketing as an art and science of effective storytelling
Content marketing is a beautiful mix of art and science of storytelling with a pinch of brand-promotion in the mix. Like any good recipe, the right ingredients in their right quantity make all the difference to the final dish. Some of the basic ingredients of marketing storytelling include engagement, credibility, research, and trust.
While the basis of content marketing is simple, a lot of imagination and good storytelling have conjured up some myths around this art (and science). Let’s bust five of them today.
Myth 1: Build content and visitors will come
One of the biggest misunderstanding enveloping content marketing is that just creating and publishing content will attract visitors, leads and will skyrocket their marketing ROI.
Content marketing falls under the umbrella of inbound marketing. It is synonymous with the phrase “attraction marketing”, confusing people into thinking that content on its own will drive sales.
This is where it is important to note that content marketing is two separate terms and content is just a part of it.
Myth 2: Creating content is more important than marketing it
This is in continuation of the first myth.
Let’s understand this with the example of Salvador Dali. This well-known Spanish surrealist painter was not only an impressive painter but also an extraordinary marketer. In fact, some might say he took it a little too far. But he knew how to get attention.
The point is that a trap most content writers fall into is “I create and therefore I shall succeed”.
Sorry, but not true. All content marketers need a little bit of Salvador Dali-ness in them!
We live in a digital world where the sheer velocity and volume of content implies that without marketing, your content will not perform. Viral content is often associated with chance, but Buzzfeed, Business Insider, Upworthy and other publications such as these have proved that when it comes to viral, there is no luck.
Content marketing and storytelling is a science that involves data, optimization and relentless pursuit to share and get traffic.
Myth 3: Content marketing automation is wrong
Content marketing, in its most basic form, works in three steps:
1. Write/create content
2. Publish the created content
3. Push it out to the world to achieve its desired goal
The goals could be anything from creating brand awareness, building quality links, showing credibility or creating thought leadership. But let’s not forget the noisy world we live in. With billions of smartphones surfing billions of websites, automation is a wrong that we must embrace. However, keep in mind to automate the content, not the conversation.
Strive to be authentic and smart about it in order to achieve your set goals.
Myth 4: Content marketing is giving away content for free
If you’ve been a participant of the digital marketing world then you must have heard the term “Call to Action”.
Many content marketers (aka bloggers) fall into the trap of giving away their content for free without asking for anything in return. They assume that the conversion from traffic to leads or sales will happen on its own.
Unless you ask, you will not get. Which is why you need an optimized call to action.
Want a template for free? Then please share your email.
Want an eBook? That would be $5, please.
Want a specialized course or training in a specific area? The credit card needs some loving.
Content marketing is not like dating where you attract, seduce and commit. In the digital world, that translates to traffic, engagement, and conversion. Achieving the last goal (conversion) is where the real win happens.
Myth 5: Content marketing is romancing the search engines
Writing content for the search engines should be named as the eighth sin. Think about whom you’re writing the content for. If you don’t give authentic value to your reader, how will you get results?
Write to the person sitting on the other end of the screen, looking for a solution. Be the helping friend that gives the solution and then adds some extra value. Cheer them up, touch their emotions and that will significantly improve your content’s chance to get shared.
There is a thin line between ordinary content that sounds like its coming from a robot and engaging content that sounds like its coming from a person — someone who has been there, done that. Be that person. Connect with your reader, and most importantly, as a content marketer, educate yourself on how to make the most of your content. While imagination is great, when it comes to content marketing being practical helps. So, stick to facts and watch magic — or as they say in the digital marketing world — conversion happen!
