In the modern marketing world, content is king. And with so many online resources, you may feel you’ve got a pretty good grasp on how to create it and use it well.
But as this marketing method’s relevance and popularity increases, so too does the number of myths and false expectations around it. Before these content creation traps trip you up, let us dispel some of the most common falsities.
Myth #1: Creative content should be highly produced
The reality: You don’t need to create a fantastic content marketing strategy with a high production value. Instead, you should be focused on how to provide value to your audience.
Try to solve a problem that is relevant to your audience, answer a common question, or share an interesting new finding. You can do this easily in a 20-second video, a 400-word blog post, or even a simple post on social media. The point of difference in content marketing is how timely and “human” it is – over-production and big budgets won’t necessarily achieve that.
Myth #2: Produce content every day, because more content means more social reach
The reality: You should focus on providing better-quality content that helps your audience. If you're focusing only on quantity, the quality is going to suffer.
Bombarding your audience with information every single day will make them ignore you. And the quality of your content and its social impact will diminish. Only better content delivers better reach.
Myth #3: No one is doing creative content marketing like we are, so we’re doing it right
The reality: Don’t assume just because you’re taking a different approach to creative content marketing it will be effective.
There's a good chance someone in your industry is already making content to grab the attention of your audience. It might be video, podcasts, email, blogs, or some other type of creative content.
Just because you're doing it differently, doesn't mean you're killing it!
It’s essential you understand how your audience wants to receive and digest information. This is just as important as knowing what kind of information they’re looking for.
Myth #4: Our creative content marketing is going to drive serious cashflow
The reality: The right kind of marketing can undoubtedly make you stand out. In a perfect world, you would see new customers roll in every time you publish new content.
However, that is rare even for major brands. Most of the content you create won't directly increase your sales. And, if it does, it certainly won’t happen immediately.
Creative content marketing is a slow burner. It’s great way to nurture relationships and build a loyal audience who may eventually tumble to the bottom of your sales funnel and make a purchase. But first you have to win them over with your charming brand personality and your titillating creative content. So, don’t expect instant results.
Myth #5: We’ll only post long content because that drives the best results
The reality: It’s entirely possible to tell a story and make an emotional connection in content that is fast to consume. We can see this in the initial smashing success of platforms like Vine and Snapchat. You don't necessarily need a lengthy blog post or a 10-minute video every day to succeed.
Of course, if you're writing for a business-to-business audience you may want to put focus into longer posts to help build trust. But this is not essential, especially if your brand is focused on consumers. People don’t want to read anymore – they prefer videos and images. So, why not give them that?
Creating successful content can require a bit of trial-and-error. But from our experience, once you understand these basics it becomes a lot easier – and a lot more beneficial. Find a mix that works best for your audience and strive to deliver the value they’re looking for. And if you need more help developing a winning creative content marketing strategy adapted to your audience and your brand personality, contact us!