People outside the world of content marketing can provide a fresh perspective on changes and challenges in conventional content. Content marketers may make assumptions that may not prove suitable in the current world and, hence, result in a mismatch between expectations and reality.
Below we discuss a few myths in content marketing and how to counter them:
Myth 1: Content is undefined: The word content means different things to different people. People involved in the field may understand it in terms of business and marketing, however, anyone beyond the sphere may see a vague term without real meaning. Customers and clients might need a better explanation as to what working with content imply in real-world scenarios.
How to counter: It is essential to properly and clearly define content when dealing with individuals outside the sphere of your team or business. In a simple definition, content is anything that includes an opinion or information that serves to engage the audience and cater to their needs. You need to pick a solid definition and share it with your users and clients to avoid any confusion.
Myth 2: Content marketing is advertising: Another common myth is that it is possible to club content marketing with other marketing activities even when actual content marketers understand that advertising and content marketing are separate spheres of work and should be worked upon separately. Not clarifying this fact to your leadership team and clients can often cause confusion and disappointment for clients and stakeholders. It is the responsibility of content marketers to explain that content marketing serves a different purpose and requires specific effort to gain success.
How to counter: Clear explanation of major differences between advertising and content marketing is crucial to counter this myth. Advertising serves to communicate to the consumers what the brand stands for and why they should believe the product or service being offered by the brand. It is a way to promote products and increase brand following. On the other hand, content marketing works to achieve constant and favorable engagement with a brand. It is essential to improve popular brand perception and increase user interest in its products while building long-term relationships for the overall development of the business.
Myth 3: Real and authentic are the same thing: Though originality and authenticity are the cruces of content marketing, the terms are often misused. Being authentic relates more to being honest, trustworthy and transparent when we talk about content. We can also connect it to being genuine, reliable and based on facts. It is possible that users don’t trust a brand even though it is authentic. Therefore, it is imperative to understand the difference between being authentic and being real. People who have tested a brand use can describe the real experience, those that rely on word-of-mouth can only understand the impact in their minds.
How to counter: Content marketing needs to be both authentic and real. It should be accurate and reliable and have real people to second the brand use. To add the touch of reality and not just present the facts through pictures or content, you need to speak to people who have actually used your products or services and document their feedback. Using images of real people for brand awareness adds reality to your marketing strategy. It also helps to have a diverse team that can provide opinions similar to real consumers and gives the best ideas and criticism to encourage improvement.
Talking about these myths and working to remove them is important because it is essential for individuals outside of your work arena to understand what you plan to offer them and how it will help them. It is essential to discuss the best practices and true conceptions about content marketing to develop a better understanding of the area and how it supports other areas of promotion and advertising.