Popular content marketing beliefs that simply aren’t true

With more and more marketers prioritising content, everybody is trying to stay one step ahead of the game or gain a competitive advantage. The problem is, a lot of this advice and guidance simply isn’t true. In fact, some tips and tricks can be incredibly harmful for your content campaign.

Therefore, if you’re guilty of implementing the following principles or beliefs, then it is time to revaluate your approach and change your content marketing activity

You need to have a blog

While there are numerous advantages of having a blog, such as improving visibility and increasing website traffic, creating and publishing a regular piece of written content doesn’t work for every business. The main issue here is time.

Blogs are only popular or successful if they are published on a frequent and consistent basis. Even if you have written the most spellbinding and engaging content ever, unsteady or erratic updates will put users off and traffic numbers are bound to drop.

Therefore, blogs should only be started if regular contributions can be made. But if you still want to reap the rewards of written content, think about guest posting on a popular blog instead.

The longer the better

Despite the fact that several marketers believe content has to be over and above a certain word count in order to generate traffic and achieve high search engine rankings, this is not the case.

Take Upworthy for example. This increasingly popular content site is challenging the likes of Huffington Post and BuzzFeed in terms of growth, yet the amount of text it has on each page is far less than competitors. Instead, Upworthy uses videos and images within its posts, which generates up to 750,000 visitors a month from search engines.

Longer posts have their advantages, like building trust and generating more back links, but other forms of content working alongside the written word can increase a page’s quality while gaining more social and search traffic.

More content increases reach

Sites like TechCrunch and Mashable are great examples of how a consistent and constant stream of blogs can generate lots of visitors. However, these sites have proficient writers and industry influencers creating their content, which is produced to an incredibly high standard.

Publishing a profusion of blogs is all well and good, but quality should be your priority. Sub-standard content that gets churned out like a relentless yet repetitive machine won’t generate more traffic. What’s more, it could earn you a Google penalty.

For this reason, you should only create high quality content, which is of value to your audience. Once your content starts gaining recognition or a strong reputation, you can ramp up the production process.

Content and sales go hand in hand

Content marketing can contribute to more conversions, but taking consumers down the sales funnel is a lengthy process. Blog posts do not automatically generate revenue and the sooner you realise this, the better.

Content marketing should be about establishing a loyal following of customers, who come to you for interesting blogs, enlightening infographics or entertaining videos. Once these individuals start returning for more, they’ll be inclined to browse your product portfolio or services offering too.

It is difficult to monetise blogs directly and content might not correlate with conversions, but that doesn’t mean to say all your hard work is in vain. If you approach the content creation process correctly, you’ll gradually build up a fan base, which increase your chances of generating more sales.

Content has to be published on your own site

A piece of first rate content, which is published on your own site, has the potential to increase traffic, generate back links and secure a higher search engine ranking. It may come as a surprise, but that one blog, image or video could be even more influential if it was published somewhere else.

By publishing content on your own site, you’ll be laying the foundations for a loyal group of content consumers to come back. But saving your best pieces of work for a more popular third-party website, which taps into a new audience and helps you gain greater exposure, is highly advantageous.

Identify the publishers or bloggers that your content would be best suited to. Come up with some amazing and astonishing content that their audience would appreciate. Once you’ve caught their attention, they’ll be hungry for more and will visit your site as a result.

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