06
Oct

10 Big Misconceptions about Content Marketing

Posted by Joy

Content Marketing Myths

Have you ever wondered why Google pays so much emphasis on quality content? It’s because the website content contains the value proposition that makes it the most important aspect of any website. Content delivers the message that businesses have to convey to their clients. How would any visitor know what the website is about if there is no content portraying the nature of the online business?

Quality content marketing strategy opens the doors of success for online businesses. The digital content marketing strategy chosen by a company will determine how successful it is in persuading users to buy goods or services. Creating effective content marketing strategy is essential if you want to improve your online business’s performance. In other words, quality content will translate into improved sales and profits.

However, I have encountered many companies, including some content marketing companies, that have the wrong mindset or take the wrong approach when it comes to creating website content.

Below are 10 common misconceptions about content marketing that I see businesses have when it comes to the content of their website.

Myth# 1: Content Marketing is Effortless and Cheap

The biggest misconception about content marketing is that it is easy and cheap. I have encountered many online businesses that wrongly assume that creating content is an effortless task. Anyone can create quality content in quick time without much effort.

The wrong, and somewhat conceited, view about content marketing can easily lead an online business to its doom. It’s true that almost anyone can create content. But creating quality content that is focused to a specific customer segment, containing highly relevant keywords in just the density, and carrying persuasive message that converts visitors into customers, requires much time, experience, and resources.

Myth# 2: Content Does not Need to be Customized

Another big misconception about content marketing is that it does not need to be customized according to a specific target market. A single ‘One-size-fits-all’ content cannot cater to all the needs of the audience.

The reality is not all the potential customers that visit your site are the same. They have varying levels of needs, motivations, and desires for visiting the site. So, thinking that the same piece of content can satisfy all of the audience is an unrealistic approach. You need to tailor the website content based on preferences of potential buyers, product characteristics, and demographic profile.

Myth# 3: Outsourcing Content Marketing is Not a Good Idea

Another myth among business owners that I have encountered is that it is not a good idea to outsource content marketing activity. They think that they can easily handle the task of creating quality content in-house.

Although, businesses can decide to create website content in-house, outsourcing to a reputable content writing company will bring much better results. The reason is that content marketing companies specialize in creating high quality content. As a result, they can do a much better job in devising effective content marketing strategy as compared to performing it in-house. They have the experience, resources, and time to create effective content that is targeted to your market needs and preferences.

Myth #4: Content Marketing is done Only to Boost Search Rankings

It is true that effective content marketing strategy can help improve search engine rankings, but this is not the only benefit of content marketing. The fact is that content marketing is the platform on which lies the success of your business. People visit your site to find information about the products or services. It’s the content that serves to satisfy their informational needs and desires.

How persuasive the website content is will determine whether the online visitors will make a purchase, or just leave after scrolling through the landing page. The fact that content marketing can also help boost search engine rankings is a value added advantage that can help improve your online business’s performance.

Myth #5: Content Marketing is Not for B2Bs

Some online business owners of a particular market believe that content marketing will not be beneficial for other business firms. They think that content marketing is only for B2C (Business to Customers).

However, a number of studies have found that B2Bs can also benefit from an effective content market strategy. You can greatly improve your online sales by analyzing your business audience, targeting their issues and pain points, and providing effective solutions through content marketing.

Myth #6: Content Marketing is the Same as Brand Marketing

Content marketing is perhaps an effective way to boost brand image, but it is not brand marketing. It isn’t just for improving customers’ perception of the brand. The real reason for undertaking content marketing strategy is for addressing the needs of the customers, engaging them, and persuading them to make a purchase.

Myth #7: ROI on Content Marketing Cannot be Measured

Majority of businesses wrongly assume that it is not possible to measure the results of an online marketing strategy. That’s why they do not take into account a content marketing strategy, and look at it with doubt and suspicion as to whether it really delivers.

The reality is that it’s possible to accurately measure the effectiveness of an online marketing strategy. A number of online tools are available that can help in assessing the effectiveness of the content marketing campaign. For instance, you can use Google Analytics to dig deep down and get detailed results about the performance of your content marketing strategy.

Myth #8: Content Marketing is a One Time Activity

A number of business owners have the misconception that the content marketing is a one-time activity that needs to be conducted only once. However, the fact is this will not bring maximum benefit to your site. If you want to attract a continuous stream of online visitors, the content marketing strategy needs to be conducted regularly.

Myth #9: Content Marketing is One Way Communication

Most businesses also presume that content marketing is a one-way communication just like other marketing techniques. But in contrast, content marketing is a two way communication where the customers also interact with the company. The marketing content encourage users to take some action and provide input and suggestions. This brings better results for the company as compared to traditional one way digital communication.

Myth #10: Content Marketing is Same as Content Creation

Finally, you must understand that content marketing is not just content creation. Content creation is just a part of content marketing. But it is a comprehensive term that not only involves creation of content but also publishing them in highly relevant media in order to funnel maximum number of customers to the site.

On final note:

If you want to ensure success of your online business, you will have to give emphasis on content marketing. After reading above mentioned misconceptions, you will be able to make your content marketing strategy more effective. You should also keep in mind that quality content not only enhances user engagement and reputation of your company, but it also boosts your search engine visibility.


Jyoti Mali is the Head of Digital Marketing at TIS India, a Digital Marketing agency in India focused on SEO, digital analytics, online advertising, CRO, web design & development. She leads strategy for multi-channel digital advertising for in-house accounts & agencies globally. Being a Google Analytics Certified (IQ) Professional & Ecommerce Analytics Qualified Consultant, she loves playing with Analytics & helping clients with actionable insights.