top 10 myths about content marketing (that are costing your business money)
TRANSCRIPT
TOP 10
about Content Marketing(That Are Costing Your Business Money)
MYTHS
CHARMHOUSE.io
There are tons ofwidespread misconceptions
about content marketing.
All of these rumors are effecting your businesses
bottom line.
It’s time to setthe recordstraight.
Content Marketingis not about sales.
#1CHARMHOUSE.io
Content marketing is a highlyeffective form of generating
leads and sales.
ACTUALLY…
According to HubSpot, the costper lead for content marketingis a fraction of the cost perlead for direct sales.
I think a lot of businessesare uncomfortable becausethey don’t see how content marketing drives sales...
Content Marketing is like abeauti!l garden...
Good content marketingis like having a beautifulgarden with a coffee shop right in the middle.
But should you stop maintainingthe garden because some people
are enjoying it for free?
Not all of your visitors will buy coffee.
LIKE HIM?
But should you stop maintainingthe garden because some people
are enjoying it for free?
Not all of your visitors will buy coffee.
Then you wouldn’t havemany customers at all.
Well, no.
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It’s not possible to calculateROI for content marketing.
#2
MYTH.This is an outright
It is very possible tocalculate ROI for content marketing.
In fact, it’s EASY.You just have to make the effort.
Most people just don’t take the few extra steps to set up the analytics and systems needed to measure their content marketing efforts.
If HubSpot can do it,
YOU CAN TOO!
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Content marketing istoo expensive.
#3
As you saw in the HubSpotchart, content marketing isactually cheaper than direct
sales in many cases.
On top of that,content marketing has a distinct
advantage over other typesof marketing...
and nothing else to show for it.
You can spend resources on salespeoplemaking calls or going to networkingevents, but at the end of the day, you’llhave the client or the customer
Social Media Following Social Media FollowingEmail List Email List
Content Library Content Library
Not only does content get you the client,but it gives you valuable assets too.
the effectiveness of theseassets grows exponentiallyas your reach increases.
Even more,
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Content marketing is too difficultto consistently execute.
#4
this isn’t a myth.Actually…
Even the most well-intentioned,enthusiastic business ownermight only keep a consistentcontent marketing strategy goingfor a month or two.(Which isn’t long in content marketing time.)
But this is
GREAT NEWS!
“What if someone said to you…
I’d love to become a business ownerand live a life of freedom, but that’sgoing to take a lot of time and hardwork, so I don’t know...
“Well, yeah. Duh.”You’d probably say...
If you don’t want to do the hard stuff,you’re not going to get the results.
It’s as simple as that.
Just like running a business, manyaspire to it, but far fewer actually
accomplish it. But that doesn’t meanit can’t be done.
Same with content marketing.
But like I said -
This is good news!
The harder it is, the fewer of your competitors
are going to be doing it.
That’s MONEYin the BANK.
Content marketing doesn’twork in my industry.
#5CHARMHOUSE.io
WRONG.
Everyone is Googlingsomething.
The question is:“What is my target
audience Googling?”
Therein lies yourcontent opportunity.
Certain aspects of contentmarketing might not work foryour industry.
For example:Your target market might notbe on social media.
However, they might be onyour industry association blog or forum, or even readingtheir hard-copy magazine.
Marketing withcontent exists
outside the internet too!
There is a content avenue youcan be taking advantage of.
Unless your target market is illiterate...
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Content marketing isn’tas effective as SEO.
#6
I’ve got a secret to tell you…
You need both.I’ve got a secret to tell you…
In reality, black hat SEO is just fakecontent marketing.
Fake pingbacks and shares are createdto mimic exactly what content marketingcreates.
The difference…
The difference…
You’re always runningfrom Google.
On the other hand, white hat SEO and content marketing
are best friends.
They both serve the same god:Google.
They work towardsthe same goal!
They both serve the same god:Google.
SEO optimizes it for the searchengines.
Content marketing creates valuefor your users.
Paired intelligently,you build a content library that gets
customers to stay, return later, and buy.
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I’ll just get contentmarketing automated.
#7
There are two mainreasons you will never
be able to fully automatecontent marketing.
#1 People know when they are beingcommunicated with by a robot.
If they say to themselves (or even feel itsubconsciously) “This was posted by arobot.” They are far less likely to engage.
#1 People know when they are beingcommunicated with by a robot.
#2 Google and Facebook punish yourreach for automation.
Even if your readers don’t know the content isautomated, Google and Facebook do.They crack down on automated content as it is typically less engaging and they aim to createthe best user experience possible.
#2 Google and Facebook punish yourreach for automation.
On the other hand,email automation and drip campaignscan be extremely effective.
But remember:Email automation, when done correctly,
is written by a real person, and notgenerated by a computer.
You’ll still need to put time and effortinto your marketing automation at thebeginning in order for them to benefityou in the future.
It’s simply a matterof knowing which is
which.
Not all automationis bad.
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No one reads myblog anyway.
#8
(But this is what we’re trying to fix.)
Well, this maybe true.
Here is why nobodyis reading your blog…
The content isn’t valuablefor your target market.#1
It’s more than likely it’s what you want totalk about rather than what you think youraudience needs or wants.
The content isn’t valuablefor your target market.#1
You don’t updateconsistently.#2
No one is going out of the way to visit yourblog if they don’t think there will be something new there.
You don’t updateconsistently.#2
You aren’t letting youraudience know about yourblog.
#3
If you don’t feel like your content is importantenough to shout from the rooftop using youremail list and/or social media then why wouldanyone else think it’s important?
You aren’t letting youraudience know about yourblog.
#3
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I’ll get my admin, VA, or intern to do it.
#9
Would you hire a plumberto fix your computer?
A hairdresser to remodelyour kitchen?
Even if they could save youa little money?
OF COURSE NOT.
If whoever you hire doesn’t know whatthey are doing, you might inadvertantlybe spending money on other things.
LIKE…
Hurting your companies reputationwith posts that have low reach.
Using methods that the Facebook Gods,Google Gods, or readers don’t like.
Breaking copyright laws or Facebookterms that can get you banned.
But…
That would be great!
Don’t get me wrong, your VA might specialize in social media.
You get what you pay for.
CHARMHOUSE.io
Content marketing is anextra, not an essential.
#10
Unfortunately, many peoplethink content marketing is whatyou do once you have nothing
else on your to-do list.
(Spoiler: No)Will that day ever come?
Here are some reasonscontent marketing is
an essential.
Without it, you haveno audience.
It’s necessary to educate yourprospective buyers on why
they need your product.
You need it to show youknow what you’re
talking about.
You need to let Googleknow your website is alive
and kicking.
It’s advantages greatly surpassjust marketing benefits.
Content marketing is a multi-functional tool.
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Content marketing doesn’tdrive immediate results.
Bonus Round
It’s true that thecrazy-amazing benefit of
content marketing doesn’tcome until your blog is aged
like a fine wine. (More like 8 months to a year , but you get it.)
However, that doesn’t mean there isn’t immediate ROI with content marketing.
Simply by being what yourcustomers want and answeringtheir questions, you’ll gain more traffic.
All because of your consistent,high-quality content.
You’ll have loads of pre-qualifiedcustomers attracted to your website.