So you’ve heard a lot about content marketing, but maybe some of it’s contradictory.  Or maybe you don’t quite understand how it fits into your marketing plan.  We’ve broken down common content marketing myths and provide valuable tips for making the most of your content!

breaking down content marketing myths

1. Content marketing isn’t important for my business.

Content marketing plays a valuable role in every industry and in every business.  Why?  Because it fuels every other type of marketing.  Let’s take a look:

SEO: Content marketing is absolutely critical for SEO.  Google puts a lot of weight on consistent, relevant, valuable content when it ranks your website.  Blog posts are the easiest (and often most effective) way to accomplish this.

Email Marketing: New blog content gives you new information to share in your emails.  It also provides you a way to drive them to your website (“Read Our New Post on XXX!”) where you have a higher chance of ultimately converting leads into sales.

Digital Advertising:  Let’s say that you have a call to action on your digital ad that directs people to a landing page on your site.  Now imagine if you were able to link to blog posts on that landing page that answered any questions they may have.  That would increase conversions!  We’ve also seen very successful digital ads that advertise a specific blog post.

Social Media Marketing:  Content marketing allows you to have great content to share on your social media accounts.  Whether you’re using Facebook, Pinterest, Twitter, LinkedIn, Instagram, or something else, your blog posts will attract engagement and drive visitors to your website.

In additional to ALL of that, content marketing can help increase your conversions and push prospects further down the funnel.  It’s a great way to show that you know what you’re talking about.  And if you provide valuable information, it can also be used to draw new leads onto your website.

See how content marketing played a role in our integrated marketing case study >>

2. There’s nothing I can write about!

I totally understand that it may seem like your industry’s boring or that you’re out of topics you can share.  But we’ve helped toilet stall manufacturers and front door manufacturers with content marketing.  Trust me; there are things you can write about!  Here are some great topic ideas and ways to generate ideas:

  • What are some questions that you get asked often from your customers or clients?  Write blog posts answering those!
  • Interview someone in your niche or one of your clients.
  • Use Quora or Reddit to search topics that people are talking about in your industry.
  • Share your favorite tools or resources that your clients might find helpful!
  • Highlight photos or stories of your customers using your products.
  • Think about who your audience is – what might they find useful that’s related to your products or services?  For example, if you’re a wedding photographer, you may also want to write about choosing a wedding venue, figuring out the best photo poses, or finding a good florist.
  • Compile a glossary of terms about your industry that customers might find useful.
  • Write the behind-the-scenes of your business.  People love seeing what day-to-day life is like in the workplace!
  • Share a list of related products.  For example, if you sell a t-shirt that is perfect for Father’s Day, create a list of best Father’s Day gifts and include your shirt as one of them.

Check out one of the articles we wrote for a commercial door client >>

3. All of my blog posts have to be about my product.

Nope!  In reality, many of your blog posts should be about topics OTHER THAN your product.  The primary purpose of your blog should be to provide value for your site visitors.  And you don’t want to come across as too pushy!

While, yes, you should talk about your products and services once in a while, make sure that you’re answering your customers’ questions and providing additional value.  You can blog about topics that would appeal to your audience but may only loosely be related to your service.  For example, if you’re a doctor, you could write about healthy recipes that your patients might enjoy or workout tips to keep them in shape.

debunking content marketing myths

4. After I publish my blog post, I’m done.

No, there’s still some work to do!  After writing the post, adding images, and optimizing for SEO, you want to make sure that your audience gets a chance to see the post.  Here are some next steps (though they will differ depending on your marketing strategy):

  1. Pin to your primary Pinterest board and schedule to any group boards you’re a part of.
  2. Schedule as a post on Facebook, Twitter, Instagram, and other applicable platforms.
  3. Include in your next email newsletter to clients and prospects.
  4. If you have any older blog posts, see if there’s an applicable place to link back to your new one.  This is great for SEO and for guiding your site visitors to more relevant content.
  5. Respond to any comments you get on the post, whether on your website or on social media.
  6. Consider a Facebook Live or Instagram Live video on your blog post topic.
  7. Keep an eye on analytics and see how successful your post is.

5. I don’t need to post regularly to be successful.

True, some blog posts are better than no blog posts, but it’s really important to post regularly and consistently to make the most of content marketing.  Google values consistent content because that shows them that you’re keeping up with your industry and providing relevant, high-quality information to your site visitors.

It’s best to decide how often you want to post (once or twice a week, once every other week, etc.) and then try to post on the same day each time.  For example, you might post every Tuesday morning or every other Monday.  With some trial and error, you’ll determine what days and times work best for your audience.

Another reason you want to post regularly is so that your audience will have more content to read.  Let’s say you have some engaged readers who check back every once in a while to see if you have new posts.  What if there’s no new content to read?  They might stop coming back.

Or, if an interested prospect comes to your site and sees that your last blog post was six months ago, they may question your relevancy or expertise.

6. Content must directly lead to sales to be valuable.

Here’s the thing – content marketing doesn’t always lead directly to sales.  But it often plays a role.  Here’s an example:

We often work with real estate agents who understand that the home buying industry has a pretty long turnaround time.  Since a house is such a major purchase, buyers may take months (or even years!) to get to the point where they actually make a purchase.  That’s where content marketing comes into play.

By creating content that appeals to buyers along the entire journey, our realtors have found a lot of success.  For example, they write blog posts about everything from finding the right area to live in, determining a budget, saving for a down payment, developing a must-have list, and preparing children for a move.

They even write posts about spring cleaning tips, organization ideas, and Christmas decorations.  Why?  Because they can reach people even before they’re ready to purchase.  And when those people ARE ready to purchase, they think of that agent first.  And we’ve seen it work time after time again.

That’s just one example, though!  Good content marketing also helps you show up ahead of your competitors when someone searches for your services.  Even though someone doesn’t make a purchase directly from your posts, it’s an important part of your marketing plan.

7. I don’t need images to have great posts.

Images are an important part of great blog posts!  They help make your posts visually attractive, provide helpful visual cues for your readers, and can even be used to present information (such as infographic).  With online content becoming more and more popular, our attention spans are getting shorter and shorter; we want to be able to find what we’re looking for immediately!

Images help break up your content so that it’s easier to consume quickly and find what your readers are looking for.  You can also help achieve this effect by using clear headlines that summarize the main points of your post and by using bullet points.

And good pictures make your content shareable.  People are MUCH more likely to share your post if it has photos that look great on Pinterest, Instagram, or Facebook.  Plus, you want it to look as good as possible when you share it too, don’t you?

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Do you have any more questions about content marketing?  Let us know in the comments!