3 Myths about content marketing people think are true
Written by guest blogger Emily Hunter from Marketing Zen.
One of the big reasons marketers cite to avoid content marketing is that it's too much of a challenge. The real challenge, however, is overcoming all those misconceptions that the term "content marketing" brings to the table.
Make no mistake: Content marketing is not easy. In fact, striking the right balance and getting the right content can be a complex matter. But chances are you're not going to need a doctorate and a keen instinct for social trends to successfully run a content-marketing campaign. If you go into it believing you have a slim chance of success, you may sabotage yourself before you’ve begun. Let's dispel a few of these myths about content marketing and suggest a few strategies that work, in the meantime.
We Have Nothing Interesting to Say
Of course you do! You started a business; you sell a product or service. Whatever you sell is of interest to someone, somewhere; otherwise you wouldn't be selling it. Your customers would love to see some practical demonstration of what you have to offer, or some information about your product. It may even inspire new people to buy.
Really, if you know anything, someone else will want to know it. Whatever you offer may solve a problem they've been having for a long time, or offer them an insight into something they'd never considered before. Maybe the way you explain something will state a particular solution in plain language, giving your customers just what they need to understand something new. Your FAQ list, even if it's only in your mind, is a good place to start when you're looking for topics for your first rounds of content marketing.
You'll eventually run out of questions to answer, but that's not the end of your content marketing. In fact, even before you run out of questions, it's a good idea to mix it up. Talk about the things that are interesting to you about your business and expect people to find it interesting. Educate your customers about the quality of your product. As your business changes and expands, you will have avenues to share new insights with your customers. Between feedback from customers and your own experiences, you should have enough content for years to come.
This is a good thing to discuss with others in your business, so you can keep your topics fresh. If you're really tapped out on ideas, you can always consider using a full service marketing agency to help you produce that all-important content.
Content Marketing won't help what we do!
Are you selling things to people? Then, content marketing can help. You have a target market and that market has an interest in what your business does. Your first step is to find out just what it is that draws people to your product. Don't rely on instinct for this on— do some research and find out what really matters to your customers and potential customers. It could very well be something completely different than your internal teams believed. Next, find out what level of expertise your target market has. Do you need to tailor content for beginners or for people who really know all the technical details of your business? Finally, get a grasp for how your target audience likes to consume information, whether it be the printed word, graphs, informative videos, or a combination of these and more.
After you've answered those concerns, you've already got a good base to start a content marketing campaign. The good thing is that anyone who buys something is already consuming content, in some form. How else can they make an informed decision about what they're buying? Even the little descriptive blurb for a product online is a form of content. Just expand on that. If your audience isn't really fond of reading long paragraph of texts, use videos. If they don't have constant access to the internet, try getting your information into trade publications. Some audiences have shorter attention spans: try sending out content in short, but slightly more frequent bursts.
We'll Tell Them Too Much!
Okay, it is quite possible to give too much information. Too much personal information, that is. But you can feel safe if you believe telling your customers how you do what you do will just encourage them to do it themselves without turning to you. If they could do what you do themselves, they would have already done it. Most people lack the money or the commitment to do the work you've made into your business.
So go ahead and share your knowledge. The ones that can do it themselves aren't your target audience, anyway. And when those do-it-yourselfers come to the end of their expertise, guess where they'll turn.
Videos and tutorials detailing your work are just the beginning when you want to display your expertise, however. You opened your business to serve a particular need, which means you may have insights into the causes and effects of whatever that particular need is (and how you, in particular can fill it). You have knowledge of current trends in your field and know interesting facts few others know. Use what you know to educate, inform, and even entertain, and your content marketing campaign is well on the way to success.
There’s nothing that should stop you when you’re thinking about starting your content marketing campaign. Having that great content to put in front of folks might be a bit of work, but it’s worth it in the end when you’re trying to win over the hearts and minds of your customers. The best advice that we can give is to just get into the field and start writing.
To learn more about Content Marketing why not look into a CIM Marketing Qualification with Professional Academy?