Content. Consumers want it. Search engines demand it. You struggle to find the time to create it. Content marketing is one of the most important things you can do to drive organic traffic to your website. Content helps consumers build a relationship with your brand, encourages conversions and provides your customers with the information they desire to make an educated buying decision. Despite what you might have experienced in the past, content marketing doesn’t have to be difficult. That’s why we’re busting the myths of content creation.
Content Creation Myth #1: Content Marketing is blog posting.
Yes, blogs are content, but so are social posts, website copy, imagery, podcast, and videos. Anything people consume about you or your brand, products, and services is content. You don’t have to generate dozens and dozens of blogs to drive traffic. Look at all your assets as generated content you can use to drive traffic.
TIP: Currently, video is the king of content. Consumers are viewing more videos online than ever before. That doesn’t mean you shouldn’t continue to create blogs, but also look for ways to bring more video to your content strategy.
Content Creation Myth #2: Content Creation is One and Done.
Generating high-quality, well-researched content is time-consuming. It may feel like you spend hours creating your blog for a few days or weeks of engagement. But the reality is your blog can give you returns for years to come.
We looked at our web traffic and found that 55% of our total pageviews come from blog posts and nearly half (47%) of total page views came from blogs not written in the current calendar year. People are looking for information that is relevant and that doesn’t always mean brand new. Focus on quality and you’ll get the quantity you want.
TIP: Focus your time and resources on creating evergreen content. This is content that is always relevant and doesn’t become old or dated, like case studies and success stories. Anything that contains stats or revolves around a season or trend can become outdated quickly.
Content Creation Myth #3: I don’t have enough time, staff, or budget for content marketing.
Maybe not. Instead, look for ways to repurpose content you have already created. Can you break up blogs into shorter, “bite-sized” chunks to freshen them up? Is there one key point you can pull out to focus on? How many social posts can you write just from your website content?
If you have a great video, are there ways to cut it down into three or four shorter videos? You’ll be surprised at how much you can repurpose of the content you have already generated.
What it all comes down to…
Consistency is key.
Search engines will rank you higher and consumers will come to view you as an informational source if you are consistently updating your digital content.
Create Content You Can Repurpose.
As you create new blogs, website pages, social posts, and videos, think of all the ways you can use it to drive traffic to your website. Squeeze out as much as possible without repeating.
Newer doesn’t always mean better.
Spend the time to generate quality content that will remain relevant for years to come. Not everything you do will be evergreen, but capitalize on what is and find ways to repurpose it.
Stick with What Works.
Research what types of content your consumers are engaging with and create more of the same.
Don’t miss our Marketing Myths Podcast available on your favorite platform. You can find an archive of our past episodes here.