Jeff Bullas says that the concept of content marketing is still evolving. While marketers try to perfect concept, there are some false ideas about content marketing that can stand in the way of success. Here are twelve of those misconceptions.
“Content Marketing Is a New Concept”
Content marketing existed long before the Internet (e.g. Michelin Guides developed in 1900 by Michelin). Ignoring history prevents you from learning from it.
"Content Marketing Is Digital"
Non-digital content marketing strategies include: conferences, lectures, seminars, workshops, articles in industry magazines, industry reports and customer newspapers.
“Creating Content Is Content Marketing”
A true content marketing strategy has to include concepts for content distribution, communication and interaction with the audience, with clear ideas about which goals and which target group you want to reach.
“Content Curation Makes You an Expert”
Sharing other peoples’ content doesn't make you a thought leader or expert in your field. Your own ideas, views and concepts are the most important assets of your content marketing.
"Every Content Is Good Content"
One outstanding piece of content in the right channel trumps hundreds of pieces of content that no one wants to read.
“Producing SEO Content Is Content Marketing”
Optimizing your content for search engines does not necessarily give you success in content marketing. Producing quality content that your audience likes and recommends produces backlinks and social signals that improves your search positions in return.
“Content (Marketing) Is for Google”
Meaningful, interesting, informative and entertaining content is for a target audience (people), not for Google.
“Content Marketing Is Not for Google”
If done right, the content in content marketing will speak to Google through backlinks and social shares from your audience.
“Everything in Your Editorial Calendar Is Content”
Links and pictures are content while tweets with links and pictures are not. Tweets can be content, depending on the statement and the audience.
“Your Industry Is Too Boring (or Traditional) for Content Marketing”
The opportunity to create high-quality content exists, regardless of what industry you serve. Find interesting periphery topics, or topics your customers are passionate about, and create content around them.
“Content Marketing Is the Right Strategy for Every Situation/Business”
Assess if content marketing is really the right concept for you and your situation, as you would with any strategy. But most businesses can profit from a well designed and constantly refined content strategy.
“Content Marketing Is a Campaign”
Content marketing is, instead, an approach, a philosophy, and a business strategy.