Misconception in Content Marketing
We're going to talk a little bit about content marketing and specifically this giant myth, this misconception that exists in the content marketing field about how the practice really works. People think that the reason you're putting out content is so that someone will consume that content and be inspired from it to go and make a purchase.
Method 1
Look, it's got lovely parallax scrolling, and responsive design, and beautiful graphics, and a lovely layout. Fantastic content. Wow. All right. People are going to download that. They're going to share it. They're going to love it.
Method 2
The visitors who experience the content, and then some percent of them, like oh maybe 2% are going to go and convert. This doesn't happen, does it? This is not actually how content marketing works. But it's how a lot of people invest in and think about content marketing. But it almost never happens. With a few rare exceptions, this is not how content marketing really works.
How it actually works is you repeat method one and two many, many times, again and again and again and again until you start to get good at the process, until you start finding the XYZ, the piece of amazing content that really is going to resonate with your audience. That takes a lot of trial and failure. It really does.
Method 3
It is almost never the case, practically never the case that someone goes, experiences a piece of content from a brand they don't know about or haven't heard of, or experiences that content for the first time and then immediately goes, Or even sees kind of a plug or a pseudo-plug for their product inside that content and goes.
There are experiences and touches with your brand. Those content touches, and those social media touches, and those touches that come through performing a search and seeing you listed there, those build up the capital in the account. Once you reach a certain level of memory and positive association about the brand that you've experienced all these things through, when you have the need for the product or the service or whatever it is they're offering, then you might remember to sign up with them.
Method 4
A lot of these folks fail to consider SEO properly, because what happens is they think of content marketing almost like it's a viral effort. It's just going to spread. We're not worried about where we might rank in search engines with this stuff or whether this helps our search rankings for other things.
So they do a few things that are really dumb. They don't take this piece of content and put links to potentially relevant stuff on their site inside there, and they don't internally link to it well either. So they've almost orphaned off a lot of these content pieces.
Method 5
You can see many people who've orphaned their blog from their main site, which of course is terrible. They'll put them on subdomains or separate root domains so that none of the link authority is shared between those.
When you don't use keywords wisely on content pieces, remember, content pieces can, because of their potential to earn links, and social signals, and user and usage data signals, and all of these things that have primary and secondary impacts on your rankings, because they don't consider those, they don't have the opportunity to then bias the search results in the personalized results or to rank in the non-personalized results that they could've otherwise had.
A lot of them fail to do the right math on content versus other forms of marketing, either overly optimistically, or if they've had bad experiences investing, overly pessimistically. Therefore, you're not comparing things truly and honestly when you consider where to put budget, where to put people.
Courtesy & Copyright
https://creativesaints.com/
http://graphicwebdesign.in/
https://www.papeel.com.br/
https://moz.com/blog?page=69
https://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday
https://moz.com/blog?page=112
https://moz.com/blog?page=100
https://moz.com/blog?page=108