It is a universal truth that a company in possession of a marketing budget needs content marketing. Or is it? Maybe not as much as you think. 10% of organizations are still holding out on using content to market their products and services. As in, 1 in 10 organizations haven’t adopted one of the most necessary and effective marketing tactics ever. This is a problem, especially considering that most of us could do a heck of a lot more to optimize what we’re already doing.
Here are some of the most common myths and misconceptions about content marketing…and the stats to prove it. Got any content marketing haters in your organization? We’ll give you the ammo to evangelize.
MYTH #1: Our type of audience won’t respond to content marketing!
False. 70% of consumers would rather get to know a brand through articles rather than through ads. People want to feel like you’re talking with them, and that you’re giving them information that’s useful (rather than just shouting at them to buy your stuff). Very likely your customer base is among them.
MYTH #2: Content marketing can’t work in our industry!
We get it, some industries seem like they are better suited to content marketing than others – but only if you don’t understand all that content marketing can do. While it’s easy to picture pinboards full of lifestyle photos, Instagram feeds with pretty meals aplenty, and blogs that tout the benefits of this or that beauty brand, consider that two of the best content marketing companies out there are in shipping (Maersk) and manufacturing (GE). Still skeptical? Check out these awesome b2b brands KILLING it with content marketing.
MYTH #3: Content marketing costs too much!
Like any other form of marketing (including social media, sorry to burst your bubble), you’re going to have to pay for it in order to make it work on a large scale. Everyone is wise to us marketers, and that’s okay – it’s just about putting your money in the right places. Content marketing clearly is that place. According to CMI, the most effective B2B marketers spend 39% of their marketing budgets on content.
MYTH #4: We don’t have the capabilities to create enough content!
64% of marketers do say that their biggest challenge is creating enough content, and yet 90% of them continue to do it. While content marketing is now front and center on most marketers’ minds and budgets, many brands still have a lot to learn about how to do it efficiently. For starters, try recycling your content, hiring freelancers to help, or licensing content.
MYTH #5: We don’t have an interesting story to tell!
If you don’t have an interesting story to tell, you wouldn’t be in business. Whether you’re a company that has grown over the course of 100+ years to be a multi-million-dollar endeavor or a two-person bakery, there is more than likely something interesting you can say. Tell a story about the data or research you have on your own industry or customers. Tell the amazing stories of your employees and customers. Answer your customers’ most commonly asked questions. Every brand has a story to tell!
MYTH #6: We can’t prove the ROI of our content marketing!
What do you want to show? Increased traffic? Okay, 329 million people read blogs every month, and companies that blog get 5x more traffic than their peers. Want leads? Active content marketing companies see 97% more digital leads than those who are asleep at the wheel. Set your goals and then build your strategy around them using content to move your customers and prospects down the funnel.
MYTH #7: We can’t get leadership to buy in to content marketing!
Maybe you should mention that clicks from the shared content you are going to put out there is 5x more likely to result in a purchase, and that conversion rates are 105% higher for consumers who interact with ratings and reviews as a result of content marketing. Your leadership is interested in their bottom line, we get it. So take the time to build a case based around your specific brand’s numbers.
MYTH #8: There are better ways to spend our marketing dollars!
72% of your marketing peers believe that branded content is more valuable than advertising in a print magazine, and 69% believe it’s superior to direct mail and all that PR you’re doing. Clearly, content marketing is one of the best ways to diversify what you’re doing, if not the centerpiece. For goodness sake, 86% of people are shown to SKIP television ads these days. Traditional marketing just doesn’t cut it anymore.
MYTH #9: It’s too hard to get organized to do content marketing!
Well, what do you know. We have a tool for that, and it helps teams of all sizes rock content marketing. Not ready for software? Start in a spreadsheet or google doc. Figure out who your audience is, how you can answer their questions with content, and start creating!
Are you interested in engaging and converting new customer for your business? Contact me here and let’s talk about how we can help.
Nice work, Lauren, sure hope “they” get the message and understand the importance and impact of strong and valuable content and what it brings to ANY business:) You covered it on a many levels here so thanks. Sue-Ann