Have you ever thought of what content marketing is all about? And also thought of ways to counter them? Let me start by telling you what content marketing is all about.
Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
Content marketing is used to attract and develop a specific target audience with the ultimate goal of creating true customer engagement. Those of us who work on content teams eat, breathe, and dream the stuff.
But running into someone who doesn’t “get” content marketing changes (and sometimes challenges) your perspective on assumptions you make every day.
Here are the 5 content marketing myths and how to counter them.
Myth 1: Content is undefined
People find different meaning to the term “content” But the result is almost the same thing as having no definition at all. You know what you mean by content, but your colleagues on other teams or your clients (or neighbors or parents or unsuspecting party guests who ask what you do for a living) hear a term so vague it flirts with meaninglessness.
How to counter them: Make sure you define content when you talk to people outside your team to have better understanding of the message you pass through, but you just need to be specific when you make use of it. The point of view matters when you plan to use this term.
Myth 2: Content marketing is just advertising
Content marketing and advertising play different roles. Companies should learn to practice both because it has different uses and how they operate is different.
It’s your duty to make your team (or client) understand the key difference between content marketing and advertising. Both are use for different purposes if you can’t differentiate between these two you might disappoint your stakeholders.
How to counter them: You can use my definition for the differences. Content marketing’s role is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action. #Content means different things to different people – that’s almost the same as no definition. @Dan_Rubin_NY.
Advertising’s role is the paid promotion that uses strategy and messaging about the benefits of a product or service to influence a target audience’s attitudes or behaviors.
Myth 3 Tons of ORDINARY Content is Enough
People need to understand that you must make sure that whatever piece of article you put together, it must deliver value, carry visuals. Many people believe that writing 400–600 words which convey a message is enough to grab peoples attention.
Don’t forget that the competition online is becoming harder, and it not the same as it was years back.
How to counter them: Content marketing is growing and evolving. You need to take things great which means more polishing, more reading and in some cases, deeper research.
Myth 4 To be authentic is to be real
Marketers often misuse the authenticity factor while running content marketing campaigns. But most discussions on this topic would be much better if one uses terms like ‘trustworthiness,’ ‘honesty’ or ‘transparency’ to communicate the point among the audience.
The notion of authenticity in content marketing is possibly overused and often misused.
How to counter them: You don’t have to counter this one, you just have to be plain. Your marketing content should be both authentic (accurate, reliable, based on facts) and real.
Myth 5 Automation is Evil
As the world keeps on rising in terms of content, automation comes to rescue. But, it carries an ‘evil’ effect as well. With the rise of automated responses & chatbot technologies, people are losing the ‘human-touch’ of being involved in conversations. Your brand can be authentic and still distrusted, says @Robert_Rose.
How to counter them: Automate the content distribution and not the conversation
After going through these content marketing myths don’t forget to review your team and their efforts. A diverse group of people who can relate to your customer’s shoes are the best one to have on your team.