{"id":114148,"date":"2017-06-27T13:22:00","date_gmt":"2017-06-27T18:22:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/4-misconceptions-content-marketing\/"},"modified":"2024-12-23T00:35:59","modified_gmt":"2024-12-23T05:35:59","slug":"4-misconceptions-content-marketing","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/4-misconceptions-content-marketing\/","title":{"rendered":"4 Misconceptions About Content Marketing"},"content":{"rendered":"

A well-crafted blog. An incisive\u00a0video. A truly enlightening infographic. A good piece of content is the strongest way to connect with your audience. With so many marketing misconceptions about how content works and what it can achieve, however, many brands haven\u2019t tapped the tactic\u2019s full potential. No matter your organisation\u2019s size, content marketing can help you connect with your audience, offer something valuable, and grow your brand. But to make that happen, you’ve got to overcome these four massive misconceptions about content marketing.<\/p>\n

Misconceptions About Content Marketing<\/h2>\n

1. Creating (good) content is easy<\/h3>\n
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“How hard could it be?”<\/p><\/div>\n

Creating content is easy. Creating good<\/em> content is not. What do we mean by good content? Brands often view content as the cherry on top of their digital marketing dessert. They may hire other people to devise the recipe and make the filling, but throwing the cherry on top \u2013 what\u2019s the big deal? So, they do it themselves. After all, what\u2019s so hard about writing a blog or assembling an email? What they don\u2019t know is that in order for content to perform well, it must be crafted with the same precision that would go into devising a PPC campaign or an SEO audit<\/a>. Research, length, quality of images, quantity of images, diction, publication, distribution, amplification . . . so much more goes into a good piece of content than should ever be apparent to the end user. Pro Tip:<\/strong> Invest in your organisation\u2019s marketing by hiring an experienced inhouse team or outside agency. This will ensure your content delivers the results you need it to.<\/p>\n

2. Content marketing ALWAYS\/NEVER works<\/h3>\n
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“Well, which is it?”<\/p><\/div>\n

If you\u2019re an avid reader of marketing blogs, you\u2019ll know that these claims are among the pundits\u2019 perennial favourites. That\u2019s probably because content marketers, ourselves included, recognise that it\u2019s important to take a stand. In this case, however, both claims are misleading. Claim 1:<\/strong> Content marketing always<\/em> works. Yes, content is a fantastic way to engage, educate, and activate your audience, but not every piece of content is going to hit your KPIs \u2013 or even generate a conversion\/sale. Content is often a long game. One that pays off, yes, but one that you must nurture over time. Claim 2:<\/strong> Content marketing never<\/em> works. 72% of marketers says that content creation is their most effective SEO tactic (HubSpot<\/a><\/span>). Content marketing costs an average of 62% less than outbound marketing and generates more than 3x as many leads (Content Marketing Institute<\/a><\/span>). And there are excellent examples of well-known brands driving results with their content marketing efforts, year after year (Contently<\/a><\/span>).\u00a0Enough said! Pro Tip:<\/strong> Don\u2019t discard your content strategy<\/a> when your first piece of content doesn\u2019t get a million engagements, but don\u2019t discount content altogether simply because a pundit says you should. Experiment until you find what works for your organisation and your audience.<\/p>\n

3. Good content attracts readers naturally<\/h3>\n
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“Where are all my people?!”<\/p><\/div>\n

Have you ever heard that famous quote,\u00a0If you build it, they will come . . . ?<\/em> That\u2019s not actually what James Earl Jones said\u00a0in\u00a0Field of Dreams,<\/em> and it\u2019s not a very sound mantra for content distribution, either. Countless marketers continue to rely on this method, however, and scratch their heads when their amazing content doesn\u2019t get any traction. That\u2019s because of content shock: the idea that there is SO MUCH CONTENT on the Internet that all of it cannot possibly<\/em>\u00a0be seen \u2013 and that includes good content, too. In order for your content marketing to be sustainable and worthwhile, you can’t let creation overshadow distribution and amplification. Distribution <\/strong>and amplification<\/strong> publish your content in the right places \u2013 owned<\/em>, earned<\/em>, and paid<\/em> media \u2013 and show it to the right audiences. \u201cOwned\u201d media includes your website, your email, and your social media channels. All are important, but they\u2019re just the first step. \u201cEarned\u201d media includes\u00a0external media such as social media shares, user-generated content<\/a><\/span> (such as reviews), and digital PR. You get these by creating good content that others want to share, but it doesn\u2019t always happen automatically. Feel free to reach out and ask relevant contacts and influencers to share your content<\/a><\/span>. \u201cPaid\u201d media refers to sponsored social media posts, PPC search ads, native advertising, and sponsored content on external blogs. You\u2019ve literally got to pay for this kind of amplification, but with the right content and right audience, the returns can be exponential. Pro Tip:<\/strong> Prioritise content creation, distribution, and amplification equally. Otherwise, you risk creating phenomenal content that no one is going to see.<\/p>\n

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