Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalToo Many Advertisers Are Talking, Not Enough Are ListeningEmotion Drives Behavior: 3 Brands Getting It RightNative Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The 4 Biggest Myths of Content Marketing
Posted on April 15th 2011
We believe in content marketing and we’ve seen the results, both working on behalf of our clients and also for our own company (that oh so appetizing phrase of “eating your own dog food”). It’s one of the reasons we launched our Content Magnet service, to even more effectively present and help people understand the different aspects of content marketing. And yet, even though the word “marketing” is in the phrase “content marketing,” we’ve consistently found that forgetting about the marketing part is the biggest content marketing mistake companies make.
Typically we see things go wrong when organizations fall prey to one of these major content marketing myths:
Myth 1: Writing is easy.
Everyone thinks they can write. Yet anyone who has lived through enough website projects knows that content development frequently causes huge delays. Folks wouldn’t dream of thinking they could design their own website just because they downloaded Photoshop. Yet, for some reason, since everyone has Microsoft Word, writing is perceived as easy.
What’s missing in this approach is proper planning. Content marketing is no different from other marketing channels – to be successful you need to have a strategic and tactical plan centered around unified goals and objectives. Without that, even if you think the writing part is easy, it’s likely not going to be effective.
Myth 2: Once the writing part is done, I just post it and readers start rolling in.
Companies assume that (channeling my Field of Dreams voice) “If you write it they will come.” In reality, quality content does not magically find its way into the hands of its target audience like the ballplayers from the film magically coming out of the cornfield. That’s why organizations that invest in content creation (which, as we discussed above “should be pretty easy”) get blindsided when their content marketing effort doesn’t impact traffic, lead generation or customer acquisition. They built the field, but nobody came to play.
Any content marketing effort needs to incorporate both an optimization strategy and a distribution strategy. It’s not enough to write it, post it, and forget about it. The key is to have a cohesive optimization and distribution plan to target a qualified audience and increase each piece of content’s reach. This is a large factor in the “marketing” part most people ignore when it comes to content marketing.
Myth 3: Let’s just keep writing and something will happen,
This follows the first 2 points – without a plan, and without optimization and distribution, it’s hard to have a solid understanding of what’s working, what’s falling flat, and how to adjust. Most organizations, even if they do some data reporting, miss the critical marketing function of analysis – the difference being what the numbers are (data) and what the numbers mean (analysis).
Myth 4: This content marketing thing sounds hard – let’s just do something with social media
10 tweets and 3 Facebook posts a week do not a content marketing strategy make. Mike outlined this in his post Don’t Let the Social Media Tail Wag the Content Marketing Dog. As Mike writes:
“While content marketing efforts are absolutely enhanced via social media marketing, content marketing can happen without social media marketing. On the flip side, social media marketing loses a whole lot of punch without content marketing. Without content, social media marketing stops after 140 characters and only continues when you’re ready to answer the question “What’s happening?” again, or listen to someone else’s response to that question.”
Social media marketing is not only an enhancement of a content marketing strategy but, when done well, is a form of content marketing.
Keep these myths in mind and make sure you don’t make the biggest content marketing mistake – forgetting about the marketing.
Want to learn more? Sign up to join us as Mike Sweeney and I outline the anatomy of a content marketing strategy in our April 27th webinar What if You Build It and They Still Don’t Come?
This article was originally published on the Marketing Trenches blog. Will Davis is Managing Partner at Right Source Marketing, an interactive consulting and services firm based in Baltimore, MD and Reston,VA. For more from Will, follow @willdavis on Twitter.