The simple truth is that we believe a lot of porky pies when it comes to the value of content marketing. If you haven’t heard all the misinformation and plain fibs out there about the role of content marketing and how to use it effectively, then you’ve perhaps been living under a rock for the past ten or so years.
In 2014 content marketing is very real and big business and SMEs alike are taking its potential much more seriously than ever before. In a recent eMarketer report focusing on 2014 figures, 71% of marketers have received substantial increases in their content marketing budget. The results are speaking for themselves. There’s no argument about whether content marketing works, in fact eMarketer research shows that 48% of respondents claim the biggest challenges facing content marketers is a lack of original content production while only 20% claim a lack of content consumption by target audiences.
One of the biggest myths is that content marketing is risky. Well it can be when trusted to inexperienced hands; if you’re aimlessly producing content and shoot it out in the hope that it somehow hits the right ears and sticks, then it’s more likely to be a waste of money than anything else.
At Infodec Communications, we’ve been in the business of providing our clients with top-shelf content that consumers will read. We’d like to take this time to clear up some of the big myths that have been doing the rounds, so here’s the truth.
FALSE: Writing blogs is about grabbing new customers.
Blogs are great and they get a lot of traffic these days. They’re not only about attracting new customers to your products, however.
Blogging is a great way to get your news, brand and products, as well as any interesting information about your industry out there in front of the eyes of potential and existing customers alike. If you wish to stay relevant and significant to customers while at the same time be viewed as an expert in your industry, publishing engaging and newsworthy blogs is a must.
The know, like, trust philosophy is all about getting the word about your brand out there, giving your target audience reason to have a positive brand impression and, finally, maintaining that relationship through imparting valuable information that will build trust.
FALSE: The interns can take care of the content marketing.
It wasn’t all that long ago that social media marketing via Facebook, Twitter, YouTube and the like was considered by big business to be a ‘kid’s game’ with the task passed down to juniors and interns.
Put simply, things have changed. With Australians dedicating a staggering 52% of screen time to mobile device use in 2014 and a comScore report that found 86% of mobile time in the United States is spent viewing Twitter with 68% dedicated to Facebook, the potential for content engagement is already massive and growing.
Building long-term trust is the name of the game and this modern world of the marketing-savvy consumer, poorly produced content can in fact be damaging to a brand.
Last year in the United States, after the Boston bombing incident, foodie website Epicurious tweeted the following with a link to their site, appearing to be using the tragedy for promotional benefit and damaging the brand: Boston, our hearts are with you. Here’s a bowl of breakfast energy we could all use to start today.
In 2014 this myth is quickly debunking itself.
If you’ve ever noted that grandparents are sharing recipes and pictures of the grandkids and now toddlers are somehow ending up with their own Instagram account, you’ll find it easier to believe just how far-reaching the social media phenomenon has become.
Facebook has over 1.28 billion registered users and LinkedIn another 300+ million. Instagram has some 200 million active users per month and YouTube had 1 trillion views in 2011 alone.
Billions of people engage with content produced by marketers daily and consumers representing all walks of society are connected. These people are viewing and consuming content at record levels and this trend is only set to grow.
FALSE: Content marketing is all about promoting products and services.
Advertisers and marketers alike really have their work cut out for them when it comes to breaking through the 3,000-20,000 messages the average person is exposed to each day.
Standing out isn’t easy, and presenting your target audience with yet another blog filled with advertising language and sales hype is the perfect way register your brand forgettable. While there is a place for a call to action in many forms of content, your Facebook post, white paper or blog should first and foremost deliver stimulating information for your viewer to engage with, mull over and recall later.
Demonstrate your expertise by sharing insider knowledge in a blog post, offer useful tips for your customers or outline some of the things you appreciate as a brand or the values it shares with your target consumer.
FALSE: Content marketing is for the big brands with big budgets.
Sure, big brands are investing heavily in content marketing. During the recent FIFA World Cup, half of Adidas’ media expenditure went towards online platforms in contrast to the one fifth spent on online marketing during the 2010 World Cup in South Africa.
It’s not only big business that is seeing results. Newer businesses and SMEs need to work hard to build a positive reputation with their clients, both potential and existing.
With free to use ‘owned media channels’ such as Facebook and LinkedIn proving to facilitate huge amounts of traffic worldwide, publishing brand-focused content has never been more affordable or accessible. While promoting LinkedIn updates via sponsored post, for example, does cost a small fee, this isn’t comparable to the cost of advertising through alternative media platforms.
Hopefully this little article has cleared up some of, if not all of the fibs you’ve heard about content marketing. The experienced team at Infodec Communications frequently use social media platforms as a part of an integrated content marketing strategy so that our clients can better engage with their consumers in this digital age.
Lost for words? Contact us today to discuss what we can do for you and your business.