Content Marketing Myths

The biggest trade show in the world is happening right now and it’s hard to miss those businesses participating.  That’s because the show is online and active participants know how to show up on search.  Visit their websites and you’ll find a treasure trove of valuable information and takeaways.  How did these businesses become so authoritative online? The answer is content marketing. Interested? Most businesses are. Before venturing forward, let’s take a look at six content marketing myths and the reality that disproves them.

1.  Myth: Content marketing is delivered in written format only.
Reality:  Most content marketing requires writing but not all of it is delivered in written form. Content marketing includes article posting, in-person events, enewsletters, case studies, blogs, white papers, webinars, webcasts, print articles, videos, social media, microsites, research reports, data driven content, podcasts, digital magazines, mobile, virtual conferences, ebooks and more.

2.  Myth: Content Marketing and SEO are separate entities
Reality: Google permanently merged content marketing and SEO with their Panda update and most recently, their freshness algorithm update giving preference to useful, recent and relevant content.  Search engines rank all digital content and determine whether or not it will be easy to find. For better understanding, take a look at search engine land’s fascinating Periodic Table of SEO Ranking Factors below:

SEO Table for content marketing

As you can see, content, HTML, and architecture determine whether on not your information will be listed on search.  Known for our fresh research based content combined with smart HTML, my company gives customers excellent organic search results. The bottom line is content marketing generates leads and conversions only if SEO is a strong part of the package. Truly, at this point, one does not exist without the other.

3.  Myth: Websites should be created separately – a content marketing strategy can always be applied later.
Reality: A website should never be created in a silo: It is your content marketing core and the foundation for your entire content marketing strategy.  Yes, a content marketing strategy can be applied later but your website will probably need to be rewritten and reconstructed.

4.  Myth: Sharing content on social media platforms is a website replacement.
Reality: Never hand over your conversion power to the whims of someone else’s platform.  No amount of  sharing on any social platform will ever bring you the organic search results a strong core will bring.  Here’s a bit of data, “Corporate websites rank as the #1 online source of new leads for business; second overall to personal referrals. ” (from Media Post’s Research Brief: Website is Key to B2B Sales).

5.  Myth: Content marketing is easy and can be passed off to an intern or college student.
Reality: Hahaha!

6.  Myth: Advertising replaces content marketing
Reality: The ROI of content marketing always beats the ROI of advertising.  Why? Because “Generic search leads to clicks on organic (free search) links 142% of the time.”(from  Media Post’s Search Blog).  In addition, advertising clicks only happen while you’re paying for them whereas organic search clicks continue long after you paid for your new content. Nevertheless, advertising has value which is why my digital marketing company integrates ads with solid content marketing for both brand awareness and clicks.