Content marketing provides a way to emotionally connect with customers, engaging them on topics that matter most. It provides the opportunity to increase customer loyalty and drive brand favorability while telling your consumers the story of your brand. Whether it’s via a YouTube video, which highlights your services through touching testimonials, or presenting a journalistic-style inside look at your business, content can help you create lasting connections.
However, creating the RIGHT content for your audience can be a tricky and elusive endeavor, even for those with solid content creation experience. That’s why we at The Oklahoman Media Company put together a list of 4 common misconceptions about content marketing and how to overcome them.
1. I’ve Got a Blog, so My Content Marketing Is Covered, Right?
Don’t get us wrong, blogging’s great for content marketing. It can help drive traffic to your website, increase SEO rankings and allow you to stay top of mind with your customers. Your blog can even become a lead generating machine. But content marketing shouldn’t stop at blogging. Effective content is about much more than posting a keyword stuffed blog to your website every week. It’s about engaging customers and creating value for your brand. So you should consider additional channels for content, like video for example.
The Content Marketing Institute tells us just how important video is becoming to the marketers and businesses owners alike. “Video is taking over the world, with more than 4 billion hours of video viewed each month. In fact, YouTube is now the second most used search engine, right behind Google.”
Want to explain to the world in a simple, yet compelling manner your business’ story? Then consider adding content video, like an explainer video, to your website. Explainer videos are great tools for conveying your brand’s message and boosting sales. They help potential customers understand your brand and see, firsthand, what makes your company stand apart from competitors.
2. I Want Grade A Content, but I Can’t Afford Video
So now that we’ve established the importance of video to your content marketing strategy, there comes the question of DIY versus paying a professional. You know you don’t have the budget to spend thousands creating new commercials, but your head of marketing or co-owner has a great idea for multi-part video campaign. It involves Rocky theme songs, stunts and exploding cars. While this may sound like a killer idea in theory, keeping your content simple, and affordable to produce, is a good rule of thumb. Especially when you’re in the DIY game. Remember, those Hollywood movies and Coke commercials have huge budgets and their content often still misses the mark.
A big helping of creativity mixed with audience research and practical assessments of time, budget, and planning is a surefire recipe for stellar videos with engaging content. And even if you don’t have deep marketing pockets, a solid, simple script that possesses a story arc (a beginning, middle and end) is key. Make sure to include a “pain point” or need that is important to your customers, and don’t forget the essential Call To Action or CTA. Once you’ve got a good story clearly mapped out, then grab a GoPro, and get started!
3. I’ve Written the Blog and Made the Video, My Job Is Done.
You’ve hired a SEO trained blogger to write your weekly updates and a local video company to produce four killer commercials; your content marketing work is done, right? Wrong! A main reason why content marketing can be tricky is it requires a solid distribution plan. Just because you’re producing amazing content doesn’t mean the world is seeing it. Content doesn’t gain traction and visibility without a delivery strategy behind it. And what good is amazing content if no one sees it?
Sure, it’s most likely that the testimonial you shot last week won’t go viral, but compelling content has the potential to motivate your audience to take action if it’s properly distributed. A good way to maximize your exposure is to create a list of your social, print, digital and online channels. Having a standard checklist of places you promote your content is essential to not missing a promotional opportunity. And remember, Twitter users are different from those of Instagram, so don’t just post the same link to your video across all platforms, keep things interesting by varying your messaging.
4. Journalism Doesn’t Have a Place in Marketing
When you hear the word journalism, you don’t often think of content marketing, or marketing at all. But this is changing as Brand Journalism emerges as a new and effective form of content marketing. BrandJournalists.com explains brand journalism as, “involving telling journalism-style stories about a company that make readers want to know more, stories that don’t read like marketing or advertising copy.”
As consumers grow more savvy, they also more weary of direct sales and marketing messaging (aka interruption marketing). Big Companies like Intel, IBM and GE have taken notice of this increasing trend and are getting into the brand journalism game. Brand journalism is a great way to have a conversation with your customers instead of bombarding them with bullet points about why your products are so great. Everyone’s leery of the “used car salesmen” approach to marketing. Content marketing, and brand journalism as a form of content marketing, can offer a breath of fresh air to your business and its story.
Want To Know More? Then Join Us
We know there’s a lot to learn about content marketing, so that’s why we at The Oklahoman Media Company have put together a Free Business Builder VIP Event to share tips on creating compelling content. Please join us on Friday, October 7th to hear what our experts have to say about brand journalism, video storytelling, effective blogging and more! Plus every business that attends is qualified for a free evaluation of their online presence from the experts at BigWing Interactive, Oklahoma’s undisputed leader in digital marketing services.
Let The Oklahoman Media Company teach you the dos & don’ts of content marketing. Sign Up Today!
Friday, October 7th • 11:30am – 1:30pm
Devon Boathouse • 725 S. Lincoln Blvd. • Oklahoma City, OK 73129
Complimentary Lunch Provided