Online marketing is an ever-changing ecosystem. What was true six months ago is probably not anymore – and what worked two years ago certainly won’t work today.
The constant changes in everything from social media platforms to search algorithms, means marketing strategies need to be continually reviewed and tweaked to ensure they’re current. It’s all too easy to hold on to outdated ideas about marketing, especially if they worked well in the past. But in the always-evolving landscape of digital marketing, that approach can cause businesses to miss new opportunities and even hurt their bottom line.
Content marketing is no different. Its evolution in recent years has been dramatic, so it’s understandable that many business owners still subscribe to outdated notions about how it works or even if it works at all.
Let’s look at the five most common content marketing myths and dispel them once and for all.
Content marketing is optional
This is arguably the most damaging myth– that having a blog isn’t a hard and fast necessity. Not only is it necessary, but your blog should be at the heart of your entire online marketing strategy.
Search engines prioritize websites with regularly updated, keyword-rich blogs. Facebook gives higher reach to organic posts that link out to quality blog content. Linking to a blog post from any social media platform, or from your email newsletter, draws traffic to your website – traffic you already know is your target audience, because they were interested enough to click. Content marketing is not just a vital part of online marketing – it is online marketing.
Content marketing is too time-consuming
Yes, writing high-quality content takes time. But sitting down to write is not the only way to create a blog post. You can email interview questions to industry influencers or clients, and post their responses. You can post transcriptions of podcasts or videos or webinars you’ve done. You can create lists – lists of other industry influencers’ helpful blog posts, lists of relevant quotes, lists of helpful TED talks or books. You can invite influencers and others to write guest blog posts. You can even speak your blog posts, using speech recognition software to transcribe them. The possibilities for creating quick but quality content are endless.
- Content marketing must be company-driven
Sometimes, the most effective content marketing is crowd-sourced. User-generated content produces an especially high rate of engagement. People are interested in seeing what other people like them have to say, or they check to see what others are contributing before adding their own voice. And it goes without saying that whoever contributed the content will share it like mad within their own networks. From asking for stories to testimonials to images on a given theme, crowdsourcing content can be time-saving and effective.
- Quantity counts more than quality in content marketing
Sadly, this was once true – when Google was in its infancy. But now, thankfully, quality is key, both on social media and in search engines. One solid blog post per month is better than one hastily thrown together post a day because it’s about providing your audience with valuable information, not just satisfying a checklist of SEO guidelines.
- Content marketing doesn’t produce ROI
Nothing could be further from the truth. The key is to begin by developing a strong content marketing strategy, and then execute consistently. Content is the engine that drives traffic to your site from search, social and email, so regardless of where your actual conversions are coming from, it all begins with content.
If any of these five myths have been holding you back in your content marketing efforts, now is the time to rethink your strategy. You might just be surprised at how much the right content can do for your business.
About Shama Hyder
Shama Hyder is a visionary strategist for the digital age, a web and TV personality, a bestselling author, and the award-winning CEO of The Marketing Zen Group–a global online marketing and digital PR company. She has aptly been dubbed the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by FastCompany.com. Shama has also been honored at both the White House and The United Nations as one of the top 100 young entrepreneurs in the country. Shama has been the recipient of numerous awards, including the prestigious Technology Titan Emerging Company CEO award. She was named one of the “Top 25 Entrepreneurs under 25” by Business Week in 2009, one of the “Top 30 Under 30” Entrepreneurs in America in 2014 by Inc. Magazine, and to the Forbes “30 Under 30” list of movers and shakers for 2015.LinkedIn named Hyder one of its “Top Voices” in Marketing & Social Media. Her web show Shama TV was awarded the “Hermes Gold award for Educational Programming in Electronic Media” and most recently she was awarded the “Excellence in Social Media Entrepreneurship” award for 2016 by Anokhi Media.
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