The Content Marketing is a primary component in a strategy Digital Marketing with a focus on results. It is focusing on content that Digital Results prepares the company ‘s main marketing activities. And this same model that we apply internally is responsible for the success of hundreds of customers .
Speaking so, it seems easy to imagine the content production as a practical foolproof marketing for companies, right? Well, in parts.
It turns out that, precisely because the Content Marketing is a much discussed topic, not only good practice on the subject are shared on the Internet.
In this post, let’s do this reverse exercise and explore some myths about Content Marketing you need to know precisely to, either naivety, ignorance or carelessness, not apply to your business.
If you want to know myths about other matters, now download the eBook “The Digital Marketing Myths” , which unveil 63 myths that we find often in various sources.
The first myth is possibly the most basic mistake that companies are beginning to apply the methodology commit.
Content marketing is not about your company, but about his persona.
Unlike a press office that, then yes, it’s about your company, Content Marketing is about the problems / questions / curiosities your persona faces and the information and knowledge that you have to solve them.
Good Content Marketing practices predict that the methodology works to educate and engage your target audience on the subject of your niche market. The purpose of it is to make that content generates credibility and influence in the purchase decision.
In other words, it is for people who may eventually be part of their customer chart. It is to make people know your business before offering the product / service.
Despite being a practice related to inbound marketing, which, then yes, it is possible only through the internet, the origin of Content Marketing predates the development of the World Wide Web.
The first proven record of Content Marketing comes from the 19th century is the magazine The Furrow, John Deere, which in 1895 started its publication giving tips on agriculture. The magazine is still in circulation these days and is an example of that Content Marketing can be done offline.
Any information produced by a brand, but it has a priority to pass relevant information instead of advertising can be considered Content Marketing.
A blog is an important channel in a Content Marketing strategy. Here at Digital Results, consider blogging as a key. Even already launched the eBook “Blog For Business” – available for free download here – with tips on how to create and manage the blog of your company.
However, the Content Marketing goes beyond creating a blog . It is possible to produce content for various other channels. And in many other ways as well as posts.
Bringing a home instance, here at Digital Results also produce rich materials such as eBooks, webinars, templates, hangouts and other forms of content that are available in our page educational materials .
Moreover, there are thousands of blogs on the Internet that do not fit as Content Marketing such as personal blogs or news.
The daily publication is not the main factor that will determine the success of a Content Marketing strategy, but the periodic publication.
The Content Marketing goes beyond the simple production of content, is not “the more you produce, the more results you have.” Maintain a defined frequency is much more important, as we speak in the post ” How often should I post on the blog? “.
There is rather a link that says that the more posts you have on the blog, the greater your chances of being found on search engines. Or, the higher your eBook library or videos, the greater the chances of you being read / watched. But this only happens if your content is of high relevance and quality.
It is worse to have a lot of dubious quality content to have a more material selected portion, but of high quality. The Content Marketing is not about publishing the most news in the shortest time possible. Unlike journalism, is not a competition where the immediacy can make a difference.
Quantity is good, but the quality is the main factor that will determine the success of your content strategy.
Definitely this is not true. Besides being unethical and may be characterized even as plagiarism, copy third-party content is harmful to your site since Google considers this as a bad practice and not copied values results in the search results.
Climbing the content production is to find hacks to facilitate the production as a whole. In other words, produce more copyright content in less time. One of the tips is in the post “How to plan and create eBooks from blog posts” .
This is another fairly common untruth and that ends up causing confusion in many beginners on Digital Marketing.
It is not up to the role of an advisory produce content for your company. The advice is an area that has functions such as creating releases and media relations. A very different work of a content producer.
Of course, this does not prevent a press officer to produce content, only the methods are different. As stated in the myth 1, Content Marketing is about customers, not about your company. The press office’s work is very important, but it is another job.
Generating traffic is part of a Content Marketing strategy and is a metric that should be analyzed on a monthly basis, but as a side dish and not as a final metric.
In the end, the main goal of the Content Marketing are: to educate the audience, to be a reference and influence the buying decision.
That is, just like any other marketing campaign, the main metric that will prove the effectiveness of content marketing strategy is the sales number.
This myth is a common fear for most people who make Content Marketing. In a first view, it does seem to reveal the secrets and knowledge of grace will kill your business because people will do everything alone and do not need your help.
But looking through a perspective a little deeper, what actually happens is that when you reveal your secrets and delivers all their knowledge for free, you end up creating identification and respect with his persona and becoming reference on the subject. This is a very important factor that strongly influences the customer’s purchasing decision.
To reinforce this myth unraveled, we recommend reading the post “Why produce quality content and reveal their secrets will not kill your business” .
At first it seems that the more you replicate your content on different channels the better the result. That is, the same content on the company blog, personal blog, LinkedIn, the Medium as Guest Post on a blog partner etc.
It turns out that this is not true. As stated in the myth 6, Google values unique and copyright content. This does not mean you should just choose a channel and let the other side. The smartest is to outline different strategies for each type of post.
But then, why publish unique content on other channels? There are several reasons: to create a relationship with another audience, strengthen partnership with other blogs, improve SEO strategy with off page link building on other sites, among others.
Although they are two methods that complement each other, does not mean they are synonymous. Content Marketing is within the concept of inbound marketing, which in turn need the content to generate value in at least one of the stages of Inbound.
Content can be either to attract (to draw persona to your site) and for retention (to keep the client fidelizado through free content and quality).
In the post “Inbound Marketing and Content Marketing: what ‘s the difference” talk in much more detail on the methodologies and how they intersect.
Content Marketing fact does not cease to be a strategy of SEO , but that is only half true, it is not the reason for its existence.
A content focused on a keyword is the first step to good rankear that search term on Google and start receiving visits that may in the future be converted into Leads. However, Content Marketing goes beyond a SEO strategy, as we speak in the post “Content Marketing to train, retain and engage your customer” .
Moreover, over time you will end up having a loyal audience, who are the people who follow the profile of your company in social networks, sign their newsletters or add your site to your favorites. So it is important that the content is, yes, optimized for SEO, but it is written thinking, first, on the user.
Despite many myths, the Content Marketing is a very efficient way to your company gain authority in the market, position your brand on the web and influence the buying decision
There are myths, but there are also good practices recommended by experts. In this case, we strongly recommend reading the eBook “Content Marketing for Results” , available for free download.
If you already understand the subject and want to test your knowledge, also do the “Content Marketing Quiz” . Good luck!