“Good content is not storytelling, it’s telling your story well” -Ann Handley
Quality content is an invaluable tool for organizations. Today, it’s not simply limited to writing, it has a variety of dimensions and is a broad term. Unique content backed by an interactive design is the spine of online engagement.
Many organizations have embraced this fact but, eventually, fail to invent the right marketing strategy that resonates with the needs of their customers.
So, what you need is a robust content marketing strategy that creates a smooth user experience and leads to conversion. To achieve this, it is essential to differentiate between the myths and facts surrounding content marketing and establish a stellar online presence.
Let’s delve into the prevalent content marketing myths and their counter facts.
Myth 1: Content marketing is business-specific.
Fact: Content is a multi-dimensional and a powerful form of storytelling. Being an independent terminology, its use is not restricted to a specific business.
To reap the benefits of content, marketers must strategize and stay informed about the latest content marketing trends. Irrespective of the industry, it all boils down to the techniques being used to engage customers and conveying the right message.
The most complex information can be broken down into segments and can be used to educate the target audience. Be it a product, a service, or a feature, content marketing creates umpteen opportunities for businesses to build long-lasting relationships with prospects and nurture them.
Myth 2: Only if it increases sales, the content marketing campaign is a success.
Fact: Since this marketing wing is not a direct contributor to sales, many businesses are skeptical about investing in content marketing initiatives.
Busting this myth, content marketing can not only aid in increasing ROI, but is also a gold mine of information, engagement, and lead conversion. Providing your audience with meaningful and quality content like videos, user-guides, GIFs, etc, will help them understand the processes of a business and how they’re useful to them.
Myth 3: High-quality content can function without content visibility.
Fact: Content and visibility go hand-in-hand. Without content visibility, the most unique content pieces can go to waste. It is, thus, imperative to ensure that the content being produced is gaining the attention of the target audience.
Optimization should be keyword-centric and content should be shared across different channels for better reach. Merely producing content is not enough, the readers out there are looking for services/products that will add value to their business and improve scalability.
Be where your audience is, that is, reach out to your prospects/customers across channels that they frequent and are active on. To ensure that your offerings don’t go unnoticed by potential leads, devise strategies that will improve the visibility of your content.
Myth 4: Good keyword density is the only essential content marketing strategy.
Fact: Yes, keywords and their placement are critical to content marketing strategies, but it’s not the only tool that can help businesses generate the desired results.
The internet, today, is brimming with blogs, podcasts, documents, video content, etc. What is it that makes you stand out from the crowd? Generate content that is useful to your niche audience. Increase CSAT by developing content around the needs of your audience and witness an increase in engagement.
Maintaining a close connection with your customers can be a key engagement metric to ensure a healthy long-term association and practicing retention.
Myth 5: Creation is the only important part of content marketing.
Fact: Content marketing success does not solely depend upon the creation of high-quality content. There are other steps that should be taken before actually creating content.
To start with, creating a plan-of-action is a crucial stage in the process of content marketing. Setting realistic goals should be on the to-do list of every marketer before jumping into content creation. Having a defined plan will also enable you to promote the created content across different channels and increase visibility.
The key to attaining content marketing success is to validate the customer’s needs and drive maximum engagement by producing unique and informative pieces. “Content is king” is an age-old phrase afloat in the industry, but what fuels content is the right marketing strategy to attract the right audience.
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