In the ever evolving world of digital marketing, navigating these internet streets can be both thrilling and challenging. Content marketing is essential to online business success, but there are a few misconceptions that, if left unaddressed, can derail your efforts.
Let’s shine a light on some content marketing myths that may be steering you off course and explore the nuances that can make or break your content strategy. Read on for clarity and discover a few content truths I swear by that will keep you focused and on point while you tread the tricky waters that can be content marketing.
Myth #1: All you need is Social Media Marketing
Social media is not enough on its own. When you’re first starting out it’s okay to lean on social media to start building an audience, but you need a full content strategy for marketing to be effective for your business. This includes having owned channels (such as a blog, podcast, or email list) to direct your social media audience to – because if your social media isn’t directing people to act of something, what is it doing?!
Myth #2: You don't need Social Media Marketing if you have other forms of Content Marketing.
It doesn’t matter how well other content marketing tools are thriving for your business; social media should always be a part of your content strategy. Data shows that when someone discovers a brand, the first thing they’re most likely to do is search that brand on social media, and 90% of people make purchases from brands they follow on these platforms. People look to social media to feel out the vibe, values, and legitimacy of brands. Social media is bigger than marketing; it’s a bit of all the parts of your communications funnel including public relations and advertising. It’s a perception builder and brand awareness driver. Social media is a key component of your customer journey and should never be underestimated.
Myth #3: Your Brand needs to be Omnipresent Online
Your brand doesn’t need to be omnipresent; it needs to be present in the right places. Do research to identify who your target is, what platforms they’re on online, and how they like to consume content. Then, create a customer journey based on these factors.
Think of the customer journey as the set of specific steps that customers follow. Each move they make, from that initial awareness phase to taking action, is a unique step in the journey of buying from you.
When imagining your customer journey, ask yourself these questions each step of the way:
- How do you make your customers/clients aware of our products/services?
- How can you reach, engage, and attract these them where they are?
How will you gain their interest? How do you make this information available and where? ie. on website, via videos, reviews.
- What makes your product or service desirable?
- How do you interact personally to make an emotional connection? Online chat? Immediate response to Instagram DMs? Share tips and advice?
- What are the call to actions (CTAs) and where do you place them?
- Is it easy for customers to connect and where would they expect to find it? Think about which marketing channel/platform you are using and how to engage with your audience.
Myth #4: Video is the only form of Content Marketing that matters / Blogging is Dead
Yes, video is huge. But video has not and will not replace other forms of content that can be effective. Different audiences have different preferences, and while your audience may enjoy video, they may also love other forms of content. It’s all about testing to see what works best for your brand.
Also, when SEO-optimized, blogging is still a worthwhile strategy because there are few things more valuable than ranking on search engines like Google or even Pinterest (yes, Pinterest is a search engine).
Myth #5: Organic Content Marketing replaces Paid Advertising (or Vice Versa)
The best strategies are ones that include a good combination of both. If you don’t have the budget for both yet, focus on building an organic audience and learning your audience before you invest in paid advertising because the best results come from having an engaged audience who can be effectively retargeted through your ads. They are already warmed up and can be used as a reference for who to run ads to and who are most likely to be interested in your brand.
In debunking these content marketing myths, remember that adapting to the nuances of content marketing is an ongoing journey. These insights will not only reshape your content strategy but also nurture a community around your brand. It’s all about testing and finding the perfect rhythm that resonates with your audience.
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