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Video Content Marketing Myths That Need To Go Away
It has been said that- we’re officially a visual society. Whether photos, video, live stream, etc., we want to see it before reading it. While textual content has decreased or slowly decreased, video content has increased rapidly. Also, it has been told that businesses don’t truly understand the power of using video in their content marketing efforts.
Let’s cut to the chase- there’s a lot of misinformation out there about content marketing. Not everyone knows what content marketing is or why it works. The reality of content marketing is that an approach based on creating and disrupting valuable content is essential in 2021. Unfortunately, content marketing concepts are too important and misleading to the conversation, so based on these challenges, we have come up with common content marketing myths.
Check out our entire blog and the myths below, and read why each myth is true or false. But, first, let’s jump into the blog.
MYTH-1 Your Job Is Done Once Your Content Is Posted
Content writers put their entire efforts into writing or developing new content, but many people assume that the process is complete once a blog/article goes live. Unfortunately, that’s not true. If you’re aiming for a bare minimum content strategy, yes, you might be able to get away with hitting “PUBLISH” and never giving your piece a second thought. But if you want to improve over time, go back and check the past content to see if it grabbed a reliable audience or not.
Let’s say you publish 2-3 blogs in a week, and one performs much better than the other two; you might be confused. Why is that? When you dive into the analytics and compare the three, you might realize that you shared one blog post on social media but didn’t compare the other two. Or you might discover that the more successful post was 50% longer and covered a topic more directly relevant to your brand. Without taking the time to measure these results and think through what they mean, you might be investing precious resources in content that’s underperforming.
The fact is- once you post your content, make a plan to check the results at regular intervals moving forwards. Note from where you get the genuine traffic and then find out why those anomalies might have happened. Use these tips, which will help you in the future.
MYTH-2 Content Marketing Is Only Necessary For Some Industries
Let’s open this up more; we’re not even sure where this myth came from. It seems to have come from people assuming that information-based industries, where it’s common for audiences to engage with brands to learn something new, are the only ones that benefit from content marketing. This statement is false. Every industry offers different opportunities for content marketing, and it’s safe to say that every brand should be thinking about how a content strategy could work for them.
The fact is- content marketing is valuable in every industry or field. Putting content out there is just another way to reach your audience, and it’s a more authentic touchpoint than a sales push or other forms of marketing outreach.
MYTH-3 You Can Directly Measure Your Content’s Impact On Revenue
While there are many useful metrics you should be tracking for your content, for most businesses, it’s almost impossible to directly attribute a sale or closed deal to a particular piece of content. This doesn’t mean that your content isn’t supporting your bottom line. Content marketing influences in various ways- it boosts brand awareness with audiences that aren’t familiar with your brand. It gives ready audiences more information to guide their purchase decisions. This is the best way to stay with loyal and existing customers and keep your brand top-of-mind. Anyways, your content strategy has real value, regardless of whether you can tie each dollar back to a piece of content.
The fact is- If you can’t directly match each revenue dollar to a piece of content, content marketing creates touchpoints that push prospective customers to purchase.
MYTH-4 To Be Successful, You Should Publish As Much Content As Possible
Several brands are just launching a content strategy and getting caught up in this myth. It’s not true that more content is better than less content. Increasing content or posting more content can also mean sacrificing content quality. This mostly happens to smaller teams, and for good reasons- if you’ve got a limited capacity to produce content, but you’re aiming for as many pieces as possible, the quality of your work is going to suffer.
The one warning to this myth is that good content is better than infrequently good content. If you can manage to keep your standards the same and still increase your frequency, that’s a great choice to make. Anyway, if you want to put out more content for the sake of more content, stop thinking about how that will affect the value of the output.
The fact is- start focusing on putting or giving the best or most genuine/best content, and only increase your frequency when you’re confident that you can maintain your quality standards. If you can’t post, posting less often is a better solution than throwing out ordinary content just for posting.
MYTH-5 Video Content Isn’t Worth The Effort- You Don’t Need It
Most people hear this all the time from team members about video content. You can have a successful content marketing strategy that doesn’t include video; almost all brands would benefit from adding video to the mix. You can take a successful strategy and make it even more successful. The main problem is that people have misunderstandings about what it takes to make a video. Not all video content is expensive, time-consuming, or too advanced for the average person to produce. You can start small, sprinkle video throughout your strategy, and then up the production value when you’re convinced it’s working.
Plus, video outperforms all other types of content by a landslide on just about every platform that exists. So if you’re looking at the statistics and modelling your strategy on what has been proven to work, video is your best bet.
The fact is- It takes less effort and resources than you might think to make a decent video. If it’s not feasible to make video your primary form of content, at least consider incorporating video into your overall strategy on occasion.
Here we have shared some of the myths that need to go away, but we know you want some more information regarding these facts, so here we go with some more myths-
MYTH -6 You Should Use The Same Strategy As Others
Just because something worked for one brand in another industry or even another brand in your industry, that doesn’t mean it will work for you. Each set of customers is unique, but the way they are notable changes over time. Likewise, every brand and industry is different, as is its target audience. Figuring out what works best for your brand may take some time, but you can identify what strategy fits with proper research. Researching the websites your target audience visits and creating an ideal customer profile can help mitigate the challenges of getting it right.
MYTH-7 Social Media Isn’t Important
There are various ways to implement a content marketing strategy. Organic traffic from Google and other search engines, paid traffic from ads, and social media are among the most popular ways to drive traffic and increase brand awareness. Brands that succeed in those areas may believe that they can’t ignore social media as an important piece of the marketing puzzle.
Whether it’s a niche B2B brand that believes its customers are part of a demographic that doesn’t frequently use social media, or the company simply doesn’t have a dedicated social media team in place, neglecting one’s social media presence can be detrimental to any brand. The solution is to slowly and consistently begin crafting a social media presence, starting with one platform and then gradually expanding.
MYTH -8 Google Search Matters The Most
Optimizing for organic search and search engine rankings is a tactic that many organizations have fallen victim to in the past. From keyword stuffing to simply reusing the same context as competitors, building your marketing strategy based solely on the Google algorithm is a mistake. Content marketers that do so are more likely to stand out because Google’s algorithm now considers the quality of content and because their work won’t risk getting lost in immense search volumes. In addition, creating quality content that showcases something new can stand the test of time and help you improve your ranking and better appeal to your audience.
MYTH -9 You Only Need One Type Of Content
Whether the debate is between needing long-form versus short-form pieces of content or using text-only content and ignoring other media types such as video or image-based content, the myth that only one type of content is necessary is crucial and must be dismissed. Several types of content will resonate with various members of your target audience. Your research must identify which fits your audience best. Also, layering your content and varying the types of content you present to your audience and on which channels you can ensure that you’re covering all of your bases.
Bottom Line- Here are the most common content marketing myths. We hope you’re convinced that content marketing has value and that it’s worth putting time, thought, and effort into getting it right and following the truth we’ve outlined here.