Unfortunately, marketers and others who work in the world of content marketing spout quite a bit of horse-hooey. While a few of these misleading statements sound great and come from influential people in the industry, there is actually no truth behind them. Following some of this misleading advice can be detrimental to your business and brand. However, with so much information saturation out there, it can be difficult for those new to the world of content marketing to determine what is true and what is not.
Some of the most common misleading statements regarding content marketing out there are highlighted here.
Put the best pieces you create on your own business blog.
Taking this piece of advice can actually be quite detrimental to your business. While the actual thought process behind it is pretty well-intended: you want your content on your site, where it will be associated with your actual brand and where your website will receive the social sharing, traffic and links – there are a few considerations that must go into taking this piece of advice.
If you have yet to establish a pretty significant audience (and most new or small businesses don’t), then you will be publishing this awesome piece on a site where it will never gain the attention it deserves. If no one knows your blog exists, they definitely won’t be looking you up to see what kind of content is being published.
It is essential to build awareness with great content on established blogs and then move on to posting on your own blog. This will allow you to create an audience and then lure them over to your own website with the promises of more great information.
A single, awesome piece is plenty.
Always remember – Rome wasn’t built in a day and your content marketing strategy won’t be either. Even if your very first published piece of content winds up going viral, it doesn’t mean you can just stop creating anything new. Any quality content marketing strategy will work for you to build a relationship between you and your audience. The last thing anyone wants is to find a great blog and then discover they never post anything new.
Anyone can and should write content.
There are likely quite a few marketers who have told you that you should be actively blogging on your business’s website or as a representative of your business. Some of the most popular arguments for this include:
- You have a unique perspective to share
- Your customers are expecting to read what you have to say
- Writing is an essential skill and if you can’t write you are, essentially, irrelevant
The fact is that, yes, everyone has the ability to write, just like any and every one can draw a picture– but it doesn’t mean they are good at it. If you aren’t a very good writer, it can actually hurt your brand. Especially if you are posting new content all the time. There are a number of other ways to grow brand awareness – including hiring someone to write for you. But if you aren’t a skilled wordsmith, chances are you should avoid this activity completely.
The realm of content marketing is growing each day. More and more businesses are realizing the importance of quality content for search engine rankings and for connecting with their customers. Taking some time to learn what is based on facts or on exaggerated truths is essential to ensure a successful marketing strategy is developed. Failure to do this may result in serious consequences for your brand and even a loss of attention, traffic, customers and eventually, sales.