A myth is a fabulous story. An assertion that does not rest on demonstrable facts, but claims the truth of the statement. In content marketing, there are currently a variety of more widespread myths, which prove in practice, however, as faulty. A false belief in content marketing thus spreads misinformation that can be harmful to building the content for a business.
Such myths can not only delay the success in content marketing but also completely jeopardize it. If you want to be successful with content marketing in the long term, you should not rely on unproven myths, but on proven practice methods. In today’s article, I would like to show you which myths you can ignore.
These 6 content marketing myths sustainably harm your success
1 results are quickly visible
Content marketing is not a sprint! That’s why companies need a great deal of perseverance and patience to succeed in the long term. Companies that have not achieved results with content marketing after a few months, usually come to a simple explanation: Either the company believes that the content marketing generally has no effect or that this form of marketing does not fit the company.
Who is at this crossroads, should not believe in this myth, but statistics on content marketing. The Content Marketing Institute, As a result, it can take up to 15 months before results are visible for the first time. It can take several years for the full effect to occur. Although these numbers can be sobering, they are no reason to give up early. Once success is visible, content marketing is an effective and efficient method.
2 Qualitative content can be purchased cheaply
This myth is a classic. Of course, content can be purchased cheaply. The question that needs to be asked is: was the content adapted to the target audience and does it have high quality? If so, then you have found a good copywriter who sold well below value. However, this case is an exception scenario. In general, cheaper content means average or poor quality.
If your budget in content marketing is too tight, the quality will most likely suffer. This can be problematic if you strive to optimize your brand identity and your expert status through content marketing. You can have your content created monthly for 100 euros or spend thousands of euros. One thing is certain: shortcuts are not worthwhile and success has its price here.
3 Text-based content is sufficient
Content marketing is regularly equated with creating a blog. Although text-based blog articles can be a part of content marketing, this form of marketing can not be reduced to this. Podcasts, videos or webinars are also possible forms that can be implemented. The focus on purely text-based content can pose a risk to success in content marketing. Because visual content has higher overall interaction rates than textual content.
In social media, this development is particularly striking. On Twitter, tweets with a picture are shared about 150% more often than without a visual component. On Facebook, this phenomenon can also be confirmed. Because Facebook posts that contain an image get on average 2.3 times more attention compared to posts without a picture. Who wants to rely on the plain text at this point, should be familiar with the fact that about 79% of global Internet traffic caused by video content. Good reasons to focus more on videos, pictures, and infographics in the future.
4 Everyone can create qualitative content
As we noted in the previous section, content marketing is not just blogging. And not everyone can implement this professionally. Companies that do without a content expert and prefer to create the content themselves are at great risk. First, employees need to be able to create professional content in a variety of formats.
On the other hand, the team must be able to compile and publish the content in regular sections. Creating content can take a lot of time each week. In order to implement the necessary contingent, therefore, the creation can not be postponed or given way for other tasks. Not everyone can create content because it requires special skills and enough time.
5 Only content creation is in focus
Content creation requires a lot of effort. The bad news is that working in content marketing is far from done by creating content. Successful content marketing consists of a written strategy, high-quality content and a successful publication. As a rule, content marketers should focus on creating 20% of the time and 80% on content marketing.
Because of this, content creation can not be the center of content marketing. If you blindly engage with the myth, you will create a high amount of content that will be published optimally. When conducting content marketing in your business, make sure that you set up a strategy that sets out the key goals and metrics. In addition, it is important to set a long-term plan for publishing and marketing the content created.
6 Content marketing is only successful if it increases sales
Business decisions are made on the basis of numbers, data, and facts. The expected return on investment (ROI) is an important factor in this case. If you opt for content marketing, you may expect investment to result in increased sales. In fact, content marketing is much broader and does not just cover a company’s sales. Thus, success is not directly related to sales or customer acquisition.
For example, successful content marketing can optimize traffic and lead generation. Optimal content can increase brand awareness and brand value. In addition, customer support can be automated. Although it is difficult to accurately measure the ROI of all individual areas, success in content marketing is possible regardless of sales.