As more and more businesses start to invest in content, the myths and misconceptions about it continue to grow as well. But what is content marketing? Is it a newfangled way to say “advertising”? Sort of, but not really.
Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
In this article, we will explore 22+ of the most common content marketing myths and facts, so that you can be better informed about this growing industry.
22+ Content Marketing Myths and Facts
Content Marketing Myths 1: Content marketing is just a new name for advertising
Fact: Content marketing and advertising are two very different things. Advertising is all about getting people to buy your product or service, while content marketing is all about providing valuable, relevant, and consistent information that helps solve your audience’s problems.
Creating content will help you more than an advertising campaign ever will because it establishes you as an expert in your field, builds trust with your audience, and drives more traffic to your website.
Content Marketing Myths 2: Content marketing is only for big companies
Fact: Have you ever heard the saying “you only get one shot”? It’s true. The stakes are high when it comes to your business – the lasting impression that people have of your brand hangs in the balance, contingent upon the success of your website and marketing endeavors. Regardless of whether you’re a fledgling enterprise or an established industry titan, leveraging content marketing can be an efficacious approach to accessing your desired demographic and cementing your status as a thought leader within your field. In fact, given its profound utility and applicability to businesses of all sizes, it can be safely asserted that content marketing is an absolute imperative.
Content Marketing Myths 3: Content marketing is a costly affair
Fact: There are many ways to produce quality content without breaking the bank. You don’t need to hire a professional writer or designer; you can create most of your content yourself if you are well-versed with SEO. Also, if you do outsource, there are plenty of affordable options available, such as Fiverr and 99designs.
Moreover, content marketing is the most affordable type of marketing out there with maximum return on investment (ROI).
Content Marketing Myths 4: I don’t have time for content marketing
Fact: If you don’t have time to produce quality content, then you need to make time. Quality content is the key to success in any online marketing campaign. It is what sets you apart from your competition and helps you build trust with your audience.
Because nobody would want to see a website with only images and no text, right?
Content Marketing Myths 5: I don’t need content marketing; my product/service sells itself
Fact: Even if your product or service is the best in the world, you still need content marketing. Why? Because people want to buy from businesses they know, like, and trust. Content marketing helps you build that relationship of trust with your audience.
Put it this way: Your website has great products and services with interesting images, but nobody knows what goes into this product or how to use it, because you have no content. What would likely happen now?
Not too much, unfortunately. Most likely, a nerve-wracking bounce rate!
But if you have a website with great product descriptions, blog posts explaining how to use the product, and even videos demonstrating its features — now you’re talking!
This is the kind of content that will help people understand your product or service and make them want to buy it.
Content Marketing Myths 6: Content marketing is only for B2C companies
Fact: Though commonly associated with B2C industries – think fashion and lifestyle – content marketing is a tool that possesses equal potential to bring about favorable outcomes for B2B companies. The veracity of this assertion is evidenced by some of the most prominent purveyors of content marketing: B2B giants HubSpot and Salesforce stand out among their peers as exemplary practitioners.
Content Marketing Myths 7: The only goal of content marketing is to generate leads
Fact: While lead generation indisputably ranks among the objectives of content marketing, it is but one facet of a multifaceted approach. In addition to its ability to generate leads, content marketing can serve as an indispensable tool for cultivating brand awareness, carving out a niche as a thought leader within your industry, driving web traffic, and an array of other functions that are limited only by one’s imagination.
Content Marketing Myths 8: You need to be a great writer to succeed in content marketing
Fact: It is not a necessary prerequisite for a content marketer to have exceptional writing skills, nor is it essential for them to possess native-level proficiency in English. What is imperative, however, is the capacity to develop content of superior quality that is relevant to and engrosses one’s target audience – and of course, the ability to secure top Google rankings. In the event that your writing prowess is not up to par, do not distress! The option of hiring a freelance wordsmith or availing yourself of a content writing service that delivers top-notch content remains at your disposal. In addition, a skilled SEO can optimize your content on any desired platform with unparalleled efficacy.
Content Marketing Myths 9: Content marketing is only for companies in the United States
Fact: Though the majority of content marketers are domiciled within the confines of the United States, an increasing number of practitioners of this art are emerging from other nations, including but not limited to Canada, the United Kingdom, Australia, and India. This trend is hardly surprising – given the vast, interconnected network that is the internet, the potential for content marketing to be wielded as a powerful instrument for reaching a global audience is palpable, rendering national borders irrelevant.
Content Marketing Myths 10: You need a large team to succeed in content marketing
Fact: It is a mistake to assume that an expansive team is an indispensable prerequisite for generating first-rate content. In fact, some of the most distinguished content marketers are solopreneurs – intrepid individuals who operate alone in their pursuit of excellence. The crux of the matter is passion and dedication: with just one or two individuals who possess an unwavering commitment to creating and disseminating high-quality content, you can achieve extraordinary outcomes that rival those of larger, more unwieldy teams.
Content Marketing Myths 11: Content marketing is only for online businesses
Fact: While content marketing is often used by online businesses, it can also be used by brick-and-mortar businesses. For example, a local grocery store could use content marketing to promote new products, share recipes, and provide tips for healthy living. Content is everywhere for those who know to look.
Content Marketing Myths 12: All you need is great content; the rest will take care of itself
Fact: The notion that all one requires to achieve success in content marketing is phenomenal content is an erroneous supposition, for the actuality is far more intricate. The actuality is that in order to garner success, it is crucial to not only possess exceptional content but also promote it via various channels such as social media, email marketing, paid advertising, among others.
Content Marketing Myths13: Content marketing is a new phenomenon
Fact: It is a popular belief that content marketing is a modern-day practice, however, this notion is misguided, as the concept of content marketing has existed for centuries. In fact, historical records trace back content marketing examples to the 18th century, during which Benjamin Franklin leveraged his newspaper to promote his printing business.
Content Marketing Myths 14: You need a large budget to succeed in content marketing
Fact: The belief that one must possess a colossal budget to flourish in content marketing is a widespread fallacy. Although an abundance of funds could undoubtedly aid in producing and promoting top-notch content, it is not a prerequisite for success. On the contrary, it is feasible to produce high-quality content on a shoestring budget. To know more check out our other blogs on content marketing in our blogs section.
Content Marketing Myths15: Worrying about SEO is a waste of time
Fact: SEO is a literal business. Without SEO, your amazing content would have a very less chance to be appreciated.
To be visible on SERPs, you need to optimize your content, with the help of SEO, or search engine optimization. While it’s true that some SEO tactics can be time-consuming, such as keyword research and link building, it’s important to invest the time and effort if you want your content to be seen by your target audience.
Content Marketing Myths 16: You need to produce a lot of content to be successful
Fact: While it is important to stay consitent and remind your users of your presence, it is not important to produce and post content everyday to be successful. Make schedules and even with fewer content, you will able to reach wider audiences if your articles are of value and higher-quality. Otherwise, there is a risk, that it would only be tagged spam if you are irrelevant and not providing your users any value.
Content Marketing Myths 17: Saturation is not a concern for content marketers
Fact: With so much content being posted everyday and with so many contenders in the market, it is very essential to create content that stands out and creates a unique preposition for your brand. One way to do this is to focus on producing evergreen content, or content that will remain relevant and useful for months or even years to come.
Content Marketing Myths 18: Focusing on one platform is the best way to succeed
Fact: While it’s important to have a presence on social media, you shouldn’t put all of your eggs in one basket. Many of the most successful content marketers use a variety of platforms to promote their content, such as email newsletters, podcasts, and even print publications.
Content Marketing Myths 19: My customers don’t read/care about my content
Fact: This couldn’t be further from the truth. In fact, customers are more likely to purchase from a company that produces quality content because it establishes trust and credibility.
Consider this: when was the last time you purchased something from a company without doing any research first? If you’re like most people, the answer is probably never.
Content Marketing Myths 20: Rented attention is not as valuable as owned attention
Fact: While it’s true that rented attention, such as from social media or paid advertising, can be less valuable than owned attention, such as from an email list or website visitors, rented attention can still be valuable. In fact, many content marketers use a mix of both rented and owned attention to promote their content.
Content Marketing Myths 21: Content marketing is a one-time thing
Fact: Creating content is a consitent process and needs to be up-to-date with the industry. It is not a one-time effort, and you should keep promoting your content using various social media platforms to be visible to wider audiences.
Content Marketing Myths 22: All you need is a blog
Fact: A widespread misapprehension is that a mere blog suffices as the sole type of content necessary for content marketing. While a blog serves as a remarkable medium for expressing a company’s voice and character, it is not the solitary content type businesses should be producing. Apart from blog posts, businesses ought to be creating a spectrum of content types such as infographics, eBooks, whitepapers, case studies, webinars, and more.
Analogously, supposing oneself to be a carpenter, would you solely employ a saw to construct a house? Of course not. Employing an array of tools is essential to accomplish the task. Likewise, in content marketing, employing a gamut of content types is necessary to cater to the needs of the target audience.
Content Marketing Myths 23: Writers are cheap and easy to find
Fact: While it is true that there are several avenues to obtain content at a low cost or even free, such as through sites like Fiverr, the quality of the content obtained from these sources is frequently subpar. Several businesses have realized that it is more economical and less laborious to hire a professional writer than to endeavor to produce quality content on their own.
Content Marketing Myths 24: You don’t need writers, anyone can create content
Fact: A misconception is that anyone can create content and writers are dispensable. However, while technically anyone can create content, not everyone can compose proficiently. Several businesses have found that it is in actuality more economical and less laborious to hire a professional writer than to endeavor to produce quality content on their own.
As a writer, there’s a myriad of things that could potentially go awry if you fail to evolve into a content creator. For starters, you could lack a comprehensive understanding of your target audience or be clueless about which topics would be compelling or valuable to them. Penning content on subjects that have already been widely covered by other writers could make it arduous for your content to stand out amidst the deluge of information.
Additionally, not having a firm grasp of Search Engine Optimization (SEO) could be detrimental to getting your content seen by your intended audience. Similarly, a lack of proficiency in social media could impede your ability to effectively promote your content.
Therefore, choosing the right person for the job is of utmost importance as it would not only save your precious time and resources, but also lessen the burden of extra work or subpar exposure. Imagine having a poet design your website; while their work may be splendid when published in books or shared on social media, your prospective customers may not have the patience or time to sift through poetic musings in lieu of a succinct product description.
Content Marketing Myths 25: Content marketing produces overnight success
Fact: It’s crucial to comprehend that content marketing is a protracted tactic rather than a hasty panacea. Actualizing tangible results from your content marketing pursuits could take several months, or even years. Nonetheless, if you’re able to cultivate an unyielding spirit of patience and consistency in your content marketing endeavors, eventually, the outcomes you yearn for will become more discernible.
Knowing myths can help you understand better what content marketing is and how it can be used for your business. As the industry changes and grows, so do the myths. Be sure to stay updated on the latest facts and information about content marketing so that you can separate the myths from the facts.
And hiring an agency to help with content marketing can save you time, and money and produce better results! The seasoned experts at 12 Channels are equipped with the dexterity required to help you curate and implement an unparalleled content marketing stratagem that is aligned with your business objectives. Initiate contact with us today and explore the possibilities that lie ahead!
Are you privy to the misconceptions and truths surrounding content marketing? Do you possess any additional nuggets of wisdom to add to the discourse? Share your musings with us in the comments section below!